Here is a mind map about marketing.
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Process of developing and maintaining a strategic fit between the organization’s goals and capabilities,
its changing marketing opportunities.
1。 defining company mission
show the company objectibve
show what company need to do to accomplish in the larger enviroment
Market-oriented and defined in terms of satisfying customer needs
need to defined
what is our business
who are our costomer
what should our company be
2. setting company objective and goals
Statements a business makes regarding its future.
Goals are general.
“We seek to become the largest maker of bicycles in the world”.
Measurable step people take to achieve that goal.
Objectives are specific.
“We will increase our sales of bicycles by 2.5% each quarter of this year. We will open new branches and factories in Germany and France during the next twelve months.
Set by business when promoting its products or services to potential consumers.
3.designing business portfolio
4.planing marketing and other funtional strategic
ex:CFO COO CEO
ex: funtioner manager
Marketing Strategy and Marketing Mix
Managing marketing process
external positivel =oppotunity
what it wants to do with each business unit.
Involves choosing marketing strategies
A detailed marketing plan
Turning marketing strategies and plan into marketing actions
Marketing Department Organization
Product management organizatio
Market or customer management organization
evaluating the results of marketing strategies and plans and taking corrective actions
Checking ongoing performance
company’s basic strategies are well matched to its opportunities.
should re-assess its marketing strategies & programs from time-to time