operating decision, not a strategic plan. PTS: 1 REF: 35 OBJ: 02-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 2. The marketing plan is a written document that acts as a guidebook of marketing activities for a marketing manager. ANS: T PTS: 1 REF: 36 OBJ: 02-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 3. A firm's mission statement should answer the question, "What products do we produce best?" ANS: F Mission statements should not
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Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis
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Marketing Mix Paper The term “marketing mix” dates all the way back to the 1960 – 1970s. Neil Borden first coined this term in 1953, and constructed this terminology from James Culliton’s analogy of the marketing procedure being compared to a “mix of ingredients” (NetMBA, 2010). The term ever since has been used all the time when the topic of marketing is brought up. The marketing mix consists of 4 ingredients; often referred as the four P’s (this phrase is interchangeable with the phrase “marketing
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MARKETING MANAGEMENT Contributors: Prof. Dr. Ashok Kurtkoti Prof. Avinash Deshpande Prof. Dr. Rajendra Bartakke Prof. Dr. N.J. Chavan Prof. Pradeep Sadarpatil Prof. Sandip Kodgire Prof. Swapnil Patil Prof. Gaurav Petkar Prof. Shripad Joshi Prof. Sheetal Kunjir 1 Marketing Management Session Plan (31st batch PGDM) MARKETING MANAGEMENT : Session Plan Session 1 Topic Introduction: Developing rapport between faculty and students, syllabus overview, about lectures and cases
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COURSE STUDY GUIDE OF MARKETING MANAGEMENT DEPARTMENT OF MARKETING Course Outline for Fall Semester 2014 Course Title :Marketing Management Course Code : Number of Credits :3 Instructor :MehwishZafar Office Hours : Thursday 12:00-2:00 Office : Faculty Room Email : zafar.m@iuk.edu.pk Course Objective In this course, students develop a critical appreciation of the basic concepts and techniques of marketing management and strategy with an emphasis on creating customer value and building customer
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The impacts of E-commence on international business and marketing: A literature review Name student: Tao Yi Student number: 1192930 Course name: Master thesis international track Course code: 2012-191880750-1A Assessor: Assistant Prof. Dr. E. Constantinides and Dr. Huub J.M. Ruel Hand in date: 15-09-2012 E-commerce and Web 2.0: An intensive literature review on their impacts on international business and marketing Table of content Managerial summary ...................................
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Understanding Marketing Mix in Air Asia Airline Bhd Author: Onwutalobi, Anthony-Claret CSN: 31217-2008-22-15 EXECUTIVE SUMMARY The term "marketing mix" became popularized after Neil H. Borden published his 1964 article titled, “The Concept of the Marketing Mix”. Since then, this terminology has become a common knowledge in the business world and has played a pivotal role in shaping most companies’ business processes and models. However, most people argued that this framework was particularly
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Marketing Mix Paper In this day and age, finding a customer base is no long a assured. Consumers are becoming increasingly savvy, knowing exactly what they want and what they do not want. Just because a company makes a product, there is no guarantee that consumers will buy it. In order to survive in today’s business world, companies must be able to obtain new customers and keep their business. This has made research and marketing the main focal point of businesses of all sizes (Market Research
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Assignment 1 Case Study 2 Assignment 1 Case Study 2 Department of Mechanical and Manufacturing Engineering Faculty of Engineering EMM 5604 INDUSTRIAL MARKETING MANAGEMENT Lecturer: Dr. Siti Rahayu Hussin REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 TABLE OF CONTENT 1 Introduction
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emeraldinsight.com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are
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