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3-4-04 Notes (Chapter 2)


Page 41.

Strategic planning - The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.
Defining a market oriented mission - when management senses that the organization is drifting, it must renew its search for purpose.
Mission Statement - A statement of the organizations purpose - what it wants to accomplish in the larger enviroment.

Page 44.

4 Characteristics of a Mission Statement
1) realistic - It should be something that is feesable for the company
2) specific - It should inclose a sertain topic the company is willing to focus on
3) market enviroment - It should be up to date with the companies current surroundings
4) Motivating - It should motivate you

Page 45.

* Profits can be improved by increasing sales of reducing costs.
* After you develope your mission statement you want to set company objectives and goals which need to be in line with your mission statement.

Page 46.

Strategic Business Unit (SBU) - A unit of the comany that has a seperate mission and objectives and that can be planned independently from other comany businesses.
Portfolio Analysis - A tool by which management identifies and evaluates the various businesses making up the company.

Page 47.

*The BGC growth-share matrix



Star - High Growth & High Share
Cash Cow - Low Growth & High Share
Question Mark - High Growth & Low Share
Dog - Low Growth & Low Share

(The Star and Cash Cow are the best out of the four)

Page 53.

4 Steps to the Marketing Process 1) Analyzing Marketing Opportunities
2) Selecting target markets
3) Developing the marketing mix
4) Managing the marketing effort

Pages 54-55

Market Segmentation - Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior, and who might require separate products of marketing mixes.
Target Market - The preocess of evaluating each market segment's attractivness and selecting one or more segments to enter.
Market Positioning - Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds ot target consumers.

Page 56

Marketing Mix - A set of controllable tactical marketing tools - product, price, and promotion - that the firm blends to produce the response it wants in the target market.
( Diagram on Page 58)

Page 58.

Four P's Four C's
Product---------Customer Solution
Price-----------Customer Cost
Place-----------Convenience
Promotion-------Communication