Marketing Management

3028 WordsMar 11, 201213 Pages
Chapter 1 Demand States 1. Negative demand 2. Nonexistent demand 3. Latent demand – strong need that cannot be satisfied by an existing product 4. Declining demand 5. Irregular demand 6. Full demand 7. Overfull demand – more would like to buy than can be satisfied 8. Unwholesome demand – attraction to products with undesirable social consequences Key Customer Markets - Consumer, Business, Global, and Nonprofit and Governmental Types of Needs – Stated, Real, Unstated, Delight, Secret Types of Marketing Environments Task - includes the actors engaged in producing, distributing, and promoting the offering Broad – demographic, environment, economic, social-cultural, natural, and technological…show more content…
Forms of Strategic Alliance 1. Product or service 2. Promotional alliance (i.e. Disney toy Happy Meal) 3. Logistics alliance 4. Pricing collaborations (i.e. hotel and car rental companies) 4. Program Formulation and implementation 5. Feedback and Control Marketing Plan Sections 1. Executive Summary and TOC 2. Situation Analysis – presents relevant background data on sales, costs, the market, competitors and various forces in the macro environment 3. Marketing Strategy – marketing manager defines the mission, marketing and financial objectives, and needs the market offering is intended to satisfy as well as competitive positioning 4. Financial projections – include a sales forecast, an expense forecast and a break-even analysis 5. Implementation Controls – outlines the controls for monitoring and adjusting implementation of the plan Chapter 3 Marketing Information System – consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers Marketing Intelligence Systems – a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment Analyzing the Macroenvironment 1. The Demographic environment a. Worldwide population growth b. Population age mix c. Ethnic and other markets d. Educational

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