Marketing Agency
Internal Factors Company Capabilities Capability management uses the organization’s customer value proposition to set goals for capabilities based on value contribution. LEARNING OBJECTIVES KEY TAKEAWAYS Key Points An organization capability refers to the way its… Internal Factors
Responding to the External Environment Understanding the various external factors in a given competitive environment equips an organization with the information necessary to optimize marketing strategies and tactics. LEARNING OBJECTIVES Leverage external environmental knowledge to… external environment in marketing strategy
The Marketing Environment Scanning and Analysis Environmental scanning is one technique used by organizations to monitor the environment. LEARNING OBJECTIVES Describe how environmental scanning helps marketers understand the current state of the marketplace KEY TAKEAWAYS… The Marketing Environment
Managing Strategy To ensure that the marketing programs reach the objectives, marketers must focus on how to best implement the chosen strategy. LEARNING OBJECTIVES Identify the methods used to manage and implement marketing strategies KEY… Managing Marketing Strategy
Creating a Marketing Mix By profiling customers and determining goals and tactics, you can create a marketing mix that will help you succeed in building a strong customer base. LEARNING OBJECTIVES State the information to… Creating a Marketing Mix
Defining the Target Market By understanding the behavioral, demographic, geographic, and psychographic details of a population, organizations can craft segmented target markets for products and services. LEARNING OBJECTIVES Outline the various factors that influence how… Defining the Target Market
Defining the Marketing Objectives Marketing objectives should capture opportunities in the market while leveraging internal capabilities to achieve profitable outcomes. LEARNING OBJECTIVES Identify the anatomy of a good marketing objective, and recognize the importance of… Defining the Marketing Objectives
Conducting a Situational Analysis Managers can use various methods of analysis to understand the firm’s own capabilities, customers, and business environment. LEARNING OBJECTIVES Outline the process and types of situational analysis methods KEY TAKEAWAYS Key… Conducting a Situational Analysis
Defining the Business Mission A mission statement provides a fundamental building block for the marketing plan, strategy, and communication to consumers. LEARNING OBJECTIVES Recognize the relevance of a mission statement when creating a marketing plan… Defining the Business Mission
Steps to Creating a Marketing Plan Defining the Vision An organizational vision should be made up of two fundamental components: a core ideology and an envisioned future. LEARNING OBJECTIVES Examine the characteristics and purpose of… Steps to Creating a Marketing Plan