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Summary: Marketing Fundamentals An International Perspective | 9789001818661 | Bronis Verhage
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Read the summary and the most important questions on Marketing Fundamentals an international perspective | 9789001818661 | Bronis Verhage
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1 What's marketing
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1.4 The Marketing concept
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Who makes the dicisions and orientation in a customer oriented approach?
customers -
1.5 Tasks of marketing in a company
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What is the second task of marketing?
implementation of the 4 p's and 3 R's to create a strategy to satisfy the wants and needs of and help create demand -
2 Strategy development and marketing planning
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2.2.2 Defining the company's mission
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What is the key function of the mission statement?
To direct growth of the company/SBUs using the corporate mission statement as a point of departure. -
What is the external function of the mission statement?
It emphasizes the distinctive features of the company.
-beperkte aansprakelijkheid
-eeuwig bestaan (zonder werknemers is het bedrijf niet opeens klaar) -
What is the internal function of the mission statement?
Is used to motivate the employees and to get them to reflect on the strategy (particularly managers). -
2.3.1 Internal analysis
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The internal analysis addresses factors that the company itself can influence. True or false?
True -
Which factors does the internal analysis address?
Strenghts and weaknesses -
Environmental factors are controllable. True or false?
False
Environmental factors are external, non-controllable forces and developments that may affect a firm's market position and marketing strategy. -
2.3.2 External analysis
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What factors does external analysis address?
Environmental factors -
2.3.3 Situation analysis
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Internal and external analysis combined create...
SWOT analysis / Situational analysis
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