Summary
Summary Marketing year 2 quarter 1 Avans
- Course
- Institution
- Book
Marketing year 2 quarter 1 Avans
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Summary Marketing book Principles of Marketing, IBS quarter 3, year 1
-
Summary Marketing, year 1 IBS, first part
-
Samenvatting Principles of Marketing, ISBN: 9781292269566 Marketing
Seller
Follow
fdebont
Reviews received
Content preview
Table of contentsWeek 1----- THE BCG MATRIX, strategic planning............................................................................................2
WEEK 2- SWOT AND CONFRONTRATION matrix.............................................................................................8
WEEK 3- product and pricing strategies........................................................................................................ 13
Week 5- marketing channels and distribution indicators, promotion strategies............................................26
What’s the difference between the marketing communications mix and the marketing mix?........................33
Marketing communications tools......................................................................................................................33
1. Advertising (TV, radio, press, PPC).................................................................................................................33
2. Direct marketing & digital marketing (email, social media, gamification, etc).............................................33
3. Public relations (PR).......................................................................................................................................34
4. Personal selling...............................................................................................................................................34
5. Sales promotion..............................................................................................................................................34
Learning goals
1. Explain the dynamic of a Strategic Marketing Plan, including the basics of a digital
strategy and how it is aligned with the Corporate Planning of a company in order to
make an informed decision for an adequate Marketing process. (week 1)
2. Analyze key marketing models such as BCG, Confrontation matrix and SWOT
matrix in order to set relevant objectives for the international integrated marketing
plan.
3. Develop the 4 Ps of the marketing mix for an international brand in order to
prepare for the launch in a given market with a specific focus on:
a. Product life cycle, portfolio analysis, and product decisions
b. Price: pricing strategies and implications
c. Place: marketing channels, strategies and implications
d. Promotion: promotion strategies and how to build a campaign
,Week 1----- THE BCG MATRIX, strategic planning
Chapter 1 kotler
Strategic planning
= The process of developing and maintaining a strategic fit between the
organization’s goals & capabilities and its changing marketing opportunities
Marketing plays an important role in strategic planning
- Marketing provides a..
- …guiding philosophy
- … Inputs to strategic planners by helping to identify attractive market
opportunities and by assessing the firms potential to take advantage of them.
- Marketing designs strategies for reaching unit objectives (SBU)
,BCG growth share matrix
= An analysis of a company’s portfolio of different products or SBU’s (Strategic
Business Units)
• Business portfolio: the group of different products or brands owned by an
organization and having different income-generating and growth capabilities
, BCG a tool for portfolio analysis
1. Identify the key businesses (SBU’s)
2. Assess the attractiveness of each SBU
3. Decide which SBU’s should receive more or less of the firm’s resources
BCG growth share matrix enables a firm to evaluate SBU’s on two important
dimensions:
• The attractiveness of the SBU’s market or industry (market growth rate)
• The (relative) strength of the SBU’s position in that market or industry (market share
versus the Market leader #1)
Market growth rate:
– Measured in percentages
– What is “low” and what is “high”? This depends on the type op market in which you
are active. This is therefore always different.
f.i. food market, building construction market, steel market (traditional markets) : high
growth could be f.e. 5% f.i. Data centers / online shopping: high growth could be
>20%
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller fdebont. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.25. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now