MARKETING MANAGEMENT (PAZARLAMA YÖNETİMİ) - (İNGİLİZCE) Dersi Marketing Planning, Implementation and Control soru detayı:

CEVAP:

Strategic Marketing Planning process starts with corporate mission and objectives developed at the corporate level. Then, marketing department develops its own mission based on the corporate mission. Later, marketing managers analyse marketing environment. Managers need to consider factors in micro and macro external environment and in their internal environment. Accordingly, marketing managers develop a SWOT Analysis to understand their strengths and weaknesses coming from their internal environment, and the opportunities and threats presented from their external environment. After SWOT Analysis, marketing objectives and goals for strategic business units are developed. Based on these objectives and goals, managers formulate marketing strategy by segmenting and targeting the market, and positioning the offerings and formulating marketing mix. After the formulation of marketing strategy, it is implemented through action programs and profit-loss statement. Lastly, the process is controlled. During this process, marketing information systems and marketing research provide information for managers in order to better develop marketing objectives and strategy.