• organizational mission
• organizational objectives
• organizational strategies
• marketing objectives
• marketing strategies
• marketing plan
• control and evaluation

a formal statement that describes what management wants the organization to be and the guidelines for getting there.

Ex. the description of an organization's reason for existence

Mission Statement

Specify what the organization wants to accomplish.

Related to the firm's overall performance(ex. profit, image)

1. What is to be accomplished?
2. How much is to accomplished?
3. When is it to be accomplished?

How an organization will achieve its organiational objectives, by specifying how orgainizational capabilities are to be matched with market opportunites

1. external

2. internal 

BCG Analysis

specifies what is to be accomplished thru marketing activites 

Ex. product development, market growth, sales level, market share

1. What is to be accomplished?
2. How much is to be accomplished?
3. When is it to be accomplished?

Mission Statement

Should include:

     organization's history: where they have been

     distinctive competencies: what makes it unique

     organization's environment: refers to the industry

Should be:

     market oriented: loop in customers

     realistic: most able to fudge

     vision: where we are going

     motivating: inspires customers & associates

BCG Analysis used as strategic planning?

What guidence does it offer?

determine the appeal of each Strategic Business Unit and determining the amout of cash they should recieve

which products are gonna be big and which are gonna flop

• Market Pentration
• Market Development
• Product Development
• Diversification

Present Products, Present Customers

Lowest Risk

Examples

sales promotions: buy 1, get 1 free

loyalty programs

Present Product, New Customers

Examples:

New ads

Apple: different target markets: older; technophobes

New Products, Present Customers

Example:

new flavors

New Products, New Customers

Examples:

wal-mart tries to enter banking

disney buys ABC and ESPN

discovering the best practices of organizations in its own and other industries and then imitating them to leapfrog its competitors

Often invovles studying operations of be-of-class organizations in completely differnet businesses

Ex. General Mills studying pit crews for Indy 500

is where the top management directs overall strategy for the entire organization

Ex: board of directors, CEO

groups of specialists actually create value for the organization

Departments

Ex. finance, marketing

most specific and focused

Situation Analysis

SWOT analysis

taking stock of where the firm or product has been recently, where it is now and where it is headed and the external factors and trends affecting it

internal Strengths and Weaknesses and its external Opportunites and Threats

• strengths: internal, favorable
• weaknesses:internal, unfavorable
• opportunites: external, favorable
• external, unfavorable

special capabilities, including skills, technologies, and resources that distinguish it from other organizations and that provide value to its customers

what makes it unique?

1. Social
2. Economic
3. Competitive
4. Technological
5. Regulatory

Social Environment

includes all the individuals who make up the population of the country and their values and the demographic characteristics

Ex. Demographics, culture

age, gender, ethnicity, race

The state of the economy affects people's ability and willingness to spend

Ex. recession, income, consumer confidence

the competitive environment refers to all firms that market similar or substitutable products

ex. product competition, brand competition

Technological Environment

technological environment represents the application of knowledge based on discoveries in science, inventions and innovations to marketing

ex. RFID, A-Trac--> Cassette

changes of upgrade

this environment consists of the laws and regulatory agencies that influence the conduct of business

Ex. Tabacco, Food

Gross Income

Disposible Income

Discretionary Income

• The amount of money recieved thru wages, investments, pensions
• income left after paying taxes,
• income left after paying for taxes and basic necessities(food, clothing,shelter)

decides who target market is.

have an obligation to act ethically and responsibly in the exchange process and in the use and dispoition of products

ex. filing phony insurance clains

taping cable TV lines, pirating music

providing inaccurate infomation on credit applications

Moral Philosophy

1. Moral idealism
2. Utilitarianism

personal moral philosophy that considers certain individual rights or duties as universal, regaurdless of the outcome

• do not harm
• right to safety

Utilitarianism

which is a personal moral philosphy that focues on the "greatest good for the greatest number" by assesing the costs and benefits of the consequences of ethical behavior

follows economic tenets of capitalism

1. two or more parties with unsatisfied needs
2. a desire and ability on their part to be satisfied
3. a way to communicate
4. something to exchange

focuses its efforts on

(1)continuously collecting information about customer's needs

(2) sharing this information across departments

(3) using it to create customer value

• requires two or more parties
• each party must have something of value to exchange with the other
• each party must be able to give up its thing of value OR be free to reject the offer- voluntary
• the ability to communicat

• Product
• Price
• Place
• Promotion

• Place utility:value to consumers of having a good or service available where needed
• Form utility:production or alteration a good or service
• time utility:having a good or service available when needed
• possession utility making an item easy to purchase so consumers can use it