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SWOT Analysis

One tool marketers use to assess an organization's strengths, weaknesses, opportunities, threats

Evaluating Actual Performance

Records of actual performance are compared with performance standards to determine whether and how much of a discrepancy exists.

Characteristics of Effective Marketing Strategy

Reflects overall direction of the organization Coordinated with firm's functional areas Contributes to the achievement of: Marketing objectives Organizational goals

When an organization matches internal strengths (core competencies) to external opportunities, it creates competitive advantages in meeting the needs of its customers.

SWOT Analysis عندما تقوم المؤسسة بمطابقة نقاط القوة الداخلية (الكفاءات الأساسية) مع الفرص الخارجية، فإنها تخلق مزايا تنافسية في تلبية احتياجات عملائها. - تحليل SWOT

MARKETING IMPLEMENTATION

The process of putting marketing strategies into action. the implementation process can determine whether a marketing strategy succeeds.

Competitive Advantage

The result of a company's matching a core competency to opportunities it has discovered in the marketplace. نتيجة مطابقة الشركة للكفاءة الأساسية مع الفرص التي اكتشفتها في السوق

the marketing plan

The systematic process of assessing marketing opportunities and resources, determining marketing objectives, defining the target market, defining marketing strategies (Marketing Mix), and establishing guidelines for implementation and control of the marketing program. (steps of the Marketing plan)

Core Competencies

Things a firm does extremely well, which sometimes give it an advantage over its competition. الأشياء التي تقوم بها الشركة بشكل جيد للغاية، مما يمنحها في بعض الأحيان ميزة على منافسيها.

Marketing Strategy

To achieve its marketing objectives, an organization must develop a marketing strategy

(TQM):

Total Quality Management

Corporate Identity

Unique Symbols, Personalities, and Philosophies

marketing strategies

(Marketing Mix)

Market

A group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products.

Marketing objectives should be based on

...a careful study of the SWOT analysis

Organizing Marketing Activities

1.Organization Centralized Decentralized 2.Structure Function Product (line / Type) Region Type of customer (Business/Consumers)

Market Opportunity

A combination of circumstances and timing that permits an organization to take action to reach a particular target market. مزيج من الظروف والتوقيت الذي يسمح للمنظمة باتخاذ إجراءات للوصول إلى سوق مستهدفة معينة

Marketing Objective

A statement of what is to be accomplished through marketing activities.

Corporate Strategy

A strategy that determines the means for utilizing resources in the various functional areas (marketing, finance, HR, production...) to reach the organization's goals.

Sustainable Competitive Advantage

An advantage that the competition cannot copy.

Marketing objectives should

Be expressed in clear, simple terms so that all marketing personnel understands exactly what they are trying to achieve. Be written so that they can be measured accurately. Specify a time frame for accomplishment. Be consistent with both business-unit and corporate strategy.

strategies business-unit and Corporate

Marketing Production Finance Human resources

Approaches to Marketing Implementation

Internal Marketing Total Quality Management (TQM):

Marketing Plan Outcomes

It is the basis for internal communication among employees. هو أساس التواصل الداخلي بين الموظفين. It presents objectives and specifies how resources are to be allocated to achieve these objectives. وهو يعرض الأهداف ويحدد كيفية تخصيص الموارد لتحقيق هذه الأهداف. It covers the assignment of responsibilities and tasks, as well as schedules for implementation. وهو يغطي إسناد المسؤوليات والمهام، فضلا عن الجداول الزمنية للتنفيذ. It helps marketing managers monitor and evaluate the performance of a marketing strategy. يساعد مديري التسويق على مراقبة وتقييم أداء استراتيجية التسويق.

Taking Corrective Action

Marketers have several options for reducing a discrepancy between performance standards and actual performance: Improve actual performance and/or reduce or totally change the performance standard.

competitive advantages + core competencies =

Strengths

Strengths and weaknesses

Strengths and weaknesses are internal factors that can influence an organization's ability to satisfy its target markets.

Total Quality Management

TQM

Strategic Window

Temporary periods of optimal fit between the key requirements of a market and the capabilities of a firm competing in the market. فترات مؤقتة من الملاءمة المثلى بين المتطلبات الرئيسية للسوق وقدرات الشركة المنافسة في السوق. Assessing financial and human resources and capabilities Goodwill, reputation, and brand as resources Core competency: KNOW-HOW

STRATEGIC PLANNING

The process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives and strategy and plan.

Mission statement

a long-term view, or vision, of what the organization wants to become.

Mission and goals must be properly implemented to

achieve and communicate the desired "corporate identity" يجب تنفيذ المهمة والأهداف بشكل صحيح لتحقيق وتوصيل "الهوية المؤسسية" المطلوبة

The strategic planning process begins with

an analysis of the marketing environment.

the performance standard is

an expected level of performance against which actual performance can be compared. Performance standards should be tied to organizational goals. مستوى متوقع من الأداء يمكن مقارنة الأداء الفعلي به

Weaknesses refer to

any limitations that a company faces in developing or implementing a marketing strategy.

An important tool of TQM is

benchmarking, the measuring and evaluating of the quality of an organization's goods, services, or processes as compared with the best-performing companies in the industry.

Strengths refer to

competitive advantages or core competencies that give the firm an advantage in meeting the needs of its target markets.

Threats refer to

conditions or barriers that may prevent the firm from reaching its objectives.

Opportunities refer to

favorable conditions in the environment that could produce rewards for the organization if acted upon properly.

Companies should also act to convert

internal weaknesses into strengths and external threats into opportunities.

Internal Marketing

is a management philosophy that coordinates internal exchanges between the organization and its employees (internal customers) to achieve successful external exchanges between the organization and its customers. فلسفة الإدارة التي تنسق التبادلات الداخلية بين المنظمة وموظفيها

Total Quality Management

is a philosophy that uniform commitment to quality in all areas of the organization will promote a culture that meets customers' perceptions of quality. الالتزام الموحد بالجودة في جميع مجالات المنظمة

An effective marketing strategy must gain the support of

key stakeholders.

functional areas example

marketing, finance, HR, production...

Controlling Marketing Activities

performance standard Evaluating Actual Performance Taking Corrective Action

Continuous quality improvement is built around the notion that

quality is free and involves building in quality from the very beginning. "Quality is free," meaning that an investment in improving quality pays itself back very quickly "الجودة مجانية" مما يعني أن الاستثمار في تحسين الجودة يعود بنفسه بسرعة كبيرة يتم بناء التحسين المستمر للجودة حول فكرة أن - الجودة مجانية وتنطوي على بناء الجودة من البداية.

Market Share

the percentage of a market that buys a specific product from a specific company

Realized Strategy:

the strategy that takes place. It comes about during the process of implementing the intended strategy.

Intended Strategy

the strategy the organization decided on during the planning phase and wants to use.

Empowerment

tool gives customer-contact employees the authority and responsibility to make marketing decisions without seeking the approval of their supervisors.

TQM involves coordinating efforts at

تتضمن إدارة الجودة الشاملة تنسيق الجهود في improving customer satisfaction, increasing employee participation and empowerment, forming and strengthening supplier partnerships, تشكيل وتعزيز شراكات الموردين، and facilitating an organizational culture of continuous quality improvement وتسهيل ثقافة تنظيمية للتحسين المستمر للجودة.