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And further: Marketing is managing
profitable customer relationships. The
twofold goal is to attract new
customers by promising superior value,
and keeping and growing current
customers by delivering satisfaction.
Armstrong and Kotler define marketing
as the process by which organizations
create value for customers and build
strong customer relationships in order
to capture value in return.
D
E
F
Balancing
Competing
Interests
G
H
I
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!D
Have It Your Way
One of the all-time great value
propositions. A clear way to
distinguish BKs products from
the mass-produced products
offered by McDonalds.
!E
!F
!G
!H
!I
Marketing planning essentially involves
making decisions about the key aspects of an
organizations marketing strategy, such things
as who to target, what to offer, positioning,
pricing, distribution, promotion, budgeting, etc.
Analysis helps an organization make better
informed decisions.
BJ
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BC
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CC
CD
CE
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Strengths
" Well-funded organization.
" Highly skilled workforce with low turnover.
" Excellent relationships with suppliers.
" Company has a sustainable competitive advantage based
on patented color screen and Internet connectivity.
Weaknesses
" Company name not well known.
" Small firm with no manufacturing cost advantages.
" No long-term contracts with distributors;
" Inexperienced in the wireless communications market.
Opportunities
" Explosive growth of wireless phone users.
" Worldwide acceptance of cellular technology.
" Newly expanded digital networks.
Threats
" Heavy competition.
" Technology is incompatible with current analog systems.
" Not everyone can afford the systems.
" Potential government regulation.
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Marketing objectives should be:
! Realistic;
! Measurable;
! Time-specific; and
! Consistent with the organizations mission and overall
objectives.
Marketing tactics must then be developed to
support and achieve the marketing objectives.
CH

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