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Marketing Concept (Process (Formulation of the offering, strategy…
Marketing Concept
Process
Formulation of the offering
strategy selection
implementation, monitoring and evaluation
Analysis of the market
Opportunities and resources
evaluating marketing opportunities
environmental scanning
understanding Org's capabilities and assets
changes in a marketplace
new needs (move from photocopy to digital scanning)
development of new technology (mobile phones)
changes that redefine a market (music sharing websites)
change in a market (online retailing)
Mission & Vision
Organisation's purpose & vision of the future
Values
guides behaviour
Supports objectives
directs the organisation
Corporate Strategy
Function
monitoring and analysing the market
identify developing
trends
opportunities
threats
competition
Orientation
understand and anticipate customers needs
formulate offering in a changing world
match an organisation's strengths to available opportunities
recognise strategic windows