Summary: Marketing Fundamentals An International Perspective | 9789001818661 | Bronis Verhage

Read the summary and the most important questions on Marketing Fundamentals an international perspective | 9789001818661 | Bronis Verhage

• 1 What's marketing

• 1.4 The Marketing concept

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• Who makes the dicisions and orientation in a customer oriented approach?

  customers

• 1.5 Tasks of marketing in a company

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• What is the second task of marketing?

  implementation of the 4 p's and 3 R's to create a strategy to satisfy the wants and needs of and help create demand
  

• 2 Strategy development and marketing planning

• 2.2.2 Defining the company's mission

• What is the key function of the mission statement?

  To direct growth of the company/SBUs using the corporate mission statement as a point of departure.

• What is the external function of the mission statement?

  It emphasizes the distinctive features of the company.
  -beperkte aansprakelijkheid
  -eeuwig bestaan (zonder werknemers is het bedrijf niet opeens klaar)

• What is the internal function of the mission statement?

  Is used to motivate the employees and to get them to reflect on the strategy (particularly managers).

• 2.3.1 Internal analysis

• The internal analysis addresses factors that the company itself can influence. True or false?

  True

• Which factors does the internal analysis address?

  Strenghts and weaknesses

• Environmental factors are controllable. True or false?

  False
  
  Environmental factors are external, non-controllable forces and developments that may affect a firm's market position and marketing strategy.

• 2.3.2 External analysis

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• What factors does external analysis address?

  Environmental factors

• 2.3.3 Situation analysis

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• Internal and external analysis combined create...

  SWOT analysis / Situational analysis