mkt575 | Graduate
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Challenging Consumer Markets
- Evaluate how potential customers spend more time today with interactive media and less time with traditional media.
- Assess how power has shifted to potential customers caused by increased access to information.
- Determine increasing concerns over ethics, privacy and security.
- Explain how the government plays an important role in encouraging businesses to behave in an ethical manner.
- Show how marketers are challenged with greater audience and media fragmentation.
Marketing Plans and Strategic Implementation
- Identify strategies to gain greater market share.
- Explain how implementing a marketing plan is critical to the success of any organization.
- Explain how buyer behavior is sometimes irrational and unpredictable.
- Explain the common consumer decision making process.
- Understand how marketing tactics should be reflective of the consumer buying process.
Collecting and Analyzing Marketing Information
- Determine how a Strengths, Weaknesses, Opportunity, Threat, Trends (SWOTT) analysis is one of the most useful tools in analyzing marketing data and information.
- Examine how a Strengths, Weaknesses, Opportunity, Threat, Trends (SWOTT) analysis uses structured information to uncover competitive advantages.
- Show how organizations effectively use primary and secondary research information.
Effective Branding Strategies
- Explain how branding strategy is critical to the effective differentiation and positioning of an organizationâs complete offering.
- Identify how effective branding involves selecting the right name and symbols identifying a specific product.
- Assess how a company's brand represents who they are, what they do, and their reputation for trustworthiness.
- Explain branding in the 21st century and how it is defined by customer experience.
Successful Marketing Strategies
- Identify how organizations create marketing strategies, marketing goals, and objectives.
- Explain how marketing goals and objectives support an organizationâs mission and objectives.
- Examine how a marketing program satisfies the needs of customers in select target markets.
- Explain how marketing objectives must be supported and owned by employees of the organization.
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