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Chapter Two
business in terms of
satisfying basic customer
needs
Business Marketing
objectives objectives
• Build profitable • Increase
customer market share
relationships • Create local
• Invest in partnerships
research • Increase
• Improve profits promotion
Market
Market
developmen
penetration
t
a tool for identifying
company growth
opportunities Product
developmen Diversification
t
Market targeting
is the process of evaluating each market
segment’s attractiveness and selecting one
or more segments to enter
Budgets Controls
Implementing
• Turns marketing plans into marketing actions
to accomplish strategic marketing objectives
• Addresses who, where, when, how
Functional organization
Geographic organization
Controlling
• evaluating of results
• taking of corrective action to achieve
objectives
• Operating control
• Strategic control