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The Marketing Concept (Harris, 2017a) (B207 Readings Block 1, Reading 1) -…

- - - - Involved Parties
        
        Wide-Ranging
      - Central Role in Marketing Concept
  - - - Profit
- - - - Offerings Formulation
- - - - Reason for being
        
        Adapt & Change
        
        Guided by the future #
        
        6 Tests for successful mission statement
        
        (Wilson & Gilligan)
        
        Specific - guide behaviour
        
        Fulfil customer needs
        
        encapsulate key skills
        
        Opportunities/Threats
        
        Achievable
        
        Adaptable
        
        TMA01
  - - - Innovation
  - - - Supporting
        
        Objectives
        
        Organisational Direction
- - - - Circumstances & Timing
        
        Legislation/Regulation Change
      - SWOT
  - - - Competencies
        
        Doing something well
    - - Brands