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Reinforcing concepts you learned in Marketing Principles , you will analyze, evaluate and develop decisions pertaining to product, price, promotion and physical distribution ( the 4 P’s ) marketing programs.
Emphasis will be placed on analytical techniques and case studies to develop effective decision- making skills in the major functional areas of marketing.
Market orientation refers to an organizational perspective that encourages
(1) the systematic gathering of market intelligence ,
(2) dissemination of the intelligence across all organizational units and
(3) a coordinated, organizational wide responsiveness to the intelligence.
Like Total Quality Management (TQM) – all departments and employees must commit to and share responsibility for quality. Marketing has a lead role in this process for identifying priority needs and customer concerns.
Measuring market orientation through a questionnaire survey using listed statements.
Planning is merely a systematic way for an organization to attempt to control its future. A plan is a statement of what the organization hopes to achieve, how to achieve it and when it will be achieved.
Marketing Planning is the systematic process for developing and coordinating marketing decisions .
Marketing Decisions are made at 2 levels – top management and middle management . So the marketing planning process operates at 2 levels.