Samenvatting marketing
Marketing lecture 1
Marketing management tasks:
- veloping marketing strategies and plans
- Capturing marketing insights
- Connecting with customers
- Building strong brands
- Shaping the market offerings
- Delivering value
- Communicating value
- Creating successful long
- term growth
good mission statements:
- focus on a limited number of goals
- Stress the company’s major policies and values
- Define the major competitive spheres within which the company will operate
- Take a long - term view
- Are as short, memorable, and meaningful as possible
,Characteristics of SBUs
- It is a single business or collection of related business, that can be planned separately from
the rest of the company
- It has its own set of competitors
- It has a manager responsible for:
• Strategic planning
• Profitability
Assessing growth opportunities
- Intensive growth: improving existing business (ansoff’s growth matrix)
- Integrative growth: vertical/horizontal integration within the industry
- Diversification growth: outside the present business
,Characteristics of core competencies:
- A source of competitive advantage
- Difficult to imitate
- Applications in a wide variety of markets
, The marketing plan:
- A written document that summarizes what the marketer has learned about the marketplace
and indicates how the firm plans to reach its marketing objectives
- Works with plans set at the level above (SBU)
- Contains tactical guidelines for marketing program and financial allocations over the planning
period (1 jaar)
contains:
Marketing lecture 1
Marketing management tasks:
- veloping marketing strategies and plans
- Capturing marketing insights
- Connecting with customers
- Building strong brands
- Shaping the market offerings
- Delivering value
- Communicating value
- Creating successful long
- term growth
good mission statements:
- focus on a limited number of goals
- Stress the company’s major policies and values
- Define the major competitive spheres within which the company will operate
- Take a long - term view
- Are as short, memorable, and meaningful as possible
,Characteristics of SBUs
- It is a single business or collection of related business, that can be planned separately from
the rest of the company
- It has its own set of competitors
- It has a manager responsible for:
• Strategic planning
• Profitability
Assessing growth opportunities
- Intensive growth: improving existing business (ansoff’s growth matrix)
- Integrative growth: vertical/horizontal integration within the industry
- Diversification growth: outside the present business
,Characteristics of core competencies:
- A source of competitive advantage
- Difficult to imitate
- Applications in a wide variety of markets
, The marketing plan:
- A written document that summarizes what the marketer has learned about the marketplace
and indicates how the firm plans to reach its marketing objectives
- Works with plans set at the level above (SBU)
- Contains tactical guidelines for marketing program and financial allocations over the planning
period (1 jaar)
contains:
