BUS 448 Chapter Notes - Chapter 2: Competitor Analysis, Customer Relationship Management, Knowledge Management

• School: Stony Brook University
• Department: Business Management
• Course: BUS 448
• Professor: Camille Abbruscato

Document Summary

Bus 448 marketing strategy | chapter 2 textbook. Situation analysis = analysis of org"s internal and external environments. Marketing plan = written doc providing blueprint of org"s mkting activities. Structure: comprehensive no omissions of important info, flexible modifiable to fit needs, consistent exec and employees outside of mkting will understand, logical flow needs to be logical. Executive summary: synopsis of mkting plan, not detailed; introduces major aspects of plan (i. e. objectives, sales projections, costs, performance eval, quick understanding of breadth of plan and time frame for executing. Situation analysis summarizes info about internal, customer and external env: internal avail & deployment of human resources, age & capacity of tech, avail of financial resources, power & polit struggles in firm"s struct. Summarizes firm"s current mkting objectives and perf: customer examines current sit to needs of target mkt, anticipated changes in needs and how firm"s products currently meet needs, external competitive, economic, social, political/legal, technological.