Marketing Chapter 2 2012. SWOT Analysis- determines- strengths, weaknesses, opportunities, threats Environmental scan- analysis of outside influences.

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Presentation transcript:

Marketing Chapter

SWOT Analysis- determines- strengths, weaknesses, opportunities, threats Environmental scan- analysis of outside influences to impact an organization Marketing segmentation- putting total market into smaller groups with specific needs & characteristics Disposable income- Money left after taxes taken out The study of internal & external factors that impact a marketing plan.- Situation analysis

Demographics- statistics that describe a population in terms of personal characteristics Over a specific period of time a game plan for marketing activities- MARKETING PLAN Marketing Strategy- focus on target markets Mass Marketing- 1 Marketing strategy to reach all customers. Executive Summary- A brief overview of the entire marketing plan Geographic's- Market bases on where people live

Study consumers- based on life style, values, attitudes, - PSYCHOGRAPHICS DISCRETIONARY INCOME- MONEY LEFT AFTER PAYING FOR- (NEEDS) FOOD, CLOTHING, SHELTER Marketing plan- goals, objectives, strategies, monitor performance baby boom generation Planning/implementation & control- 3 phases of marketing process

Product related behavior- review usage rates, shopping patterns, benefits desired How do you segment a market? Geographic's Demographics Psychographics Product desire

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