Ünite 2: Strategic Marketing Planning — Hızlı Bakış
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Sınavda Dikkat Et
Pay close attention to the distinction between goals and objectives: goals are broad and qualitative, while objectives are concrete, quantitative, and time-bound.
Remember that SWOT's strengths and weaknesses are strictly internal to the company, whereas opportunities and threats are always external environmental forces.
Do not confuse the classic 4Ps with the service-specific 7Ps; the three added elements are physical evidence, people, and process.
Understand the difference between green marketing (nature-friendly packaging and product design) and cause-related marketing (donating a portion of sales to a social cause).
Memorize the birth year ranges for the generations: Baby Boomers (1946-1964), Gen X (1964-1978), Gen Y (1979-2000), Gen Z (after 2000), and Gen Alpha (after 2010).
Keep in mind that the annual marketing plan is a short-term, tactical document that must be prepared at least six months before its scheduled implementation.
Bilinmesi Gereken Kavramlar
Strategic PlanningSWOT AnalysisPositioningDifferentiationMarket SegmentationTarget MarketMarket DemandMarketing MixAnnual Marketing PlanTacticsMarketing Information System (MIS)MicroenvironmentMacroenvironmentSuppliersMarketing IntermediariesResellersPublicsDemographicsGenerational MarketingValue MarketingPrivate LabelEnvironmental SustainabilityGreen MarketingCause-Related MarketingEnvironmental Scanning
