Kap 6 - Marketing strategy

Question 1

Vad är strategic marketing planning process:

Answer 1

Corporate level: Mission, purpose och values

Question 2

Vad är en SBU?

Answer 2

Strategic business unit, funkar som en egen “del” i företaget med their own strategy

Question 3

Three key phases in shaping marketing strategy:

Answer 3

1. Strategic market analysis, utveckla kunskap och förståelse för marketplace
2. Strategic marketing goal-setting, formulera vad the strategy is intended to achieve
3. Strategic market action, hur ska strategin implementeras

Question 4

Vad används SWOT till?

Answer 4

För att bestämma en overall view of the strategic positioning of the organisation. Highlight the need for strategy

Question 5

Five marketing goals:

Answer 5

Niche
Hold
Harvest
Divest
Growth

Question 6

Vad innebär Vision, Mission?

Answer 6

Vision statement sets out an organisations future.
Mission(purpose) what the organisation wishes to achieve in long-term.