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Block 1, Session 4
Marketing - Setting the scene (Definition (Process of…
Block 1, Session 4
Marketing - Setting the scene
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Process
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Implementation, monitoring and evaluation
Organisation's purpose
Mission
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be based on fulfilling customers’ needs and satisfaction rather than on the products’ characteristics
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Vision
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Kotler et al. (2005) defined a vision as ‘a contagious dream, a widely communicated statement or slogan that captures the needs of the time’
Values
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‘This is what we believe in and this is how we think our business should be conducted’ (Harris, 2002, p. 28).
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External Environment
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Competitive position (more profitable, less vulnerable)
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