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Chapter 1 LO1-10 (Criteria for good marketing objectives (Communicate…

- - - - strong dealer network
      - product reliability
      - branding
      - image of company
      - service
  - - - product line focus on specific product category
      - used by small companies
  - - - design products that are easy to make
      - efficient plant production
      - control overhead cost
      - lower cost raw materials
- - - - INWARD
    - - SELLING GOODS AND SERVICES
    - - EVERYBODY
    - - PRIMARILY PROMOTION
    - - MAXIMUM SALES VOLUME
  - - - COORDINATED USE OF ALL MARKETING ACTIVITIES
    - - SPECIFIC GROUPS OF PEOPLE
    - - OUTWARD
    - - SATISFYING WANTS AND NEEDS
    - - CUSTOMER SATISFACTION
- - - - What business are we in?
    - - Which market segment/s do we target? How do we
        position our product to our target market segment/s?
    - - What do we aim to accomplish through our
        marketing activities?
    - - What is our blend of product, place, promotion and
        pricing strategies to target our market segment/s?
    - - What is the current and potential environment that
        our product will be marketed in?