The goal of this exercise is to demonstrate your understanding the three phases of the strategic marketing process; planning, implementation, and evaluation. Read the description of the marketing action and then match it to the appropriate stage of the Strategic Marketing Process. Designing the marketing program Situation analysis Executing the marketing program Market-product focus and goal setting 4. Marketing program Acting on deviations 2 3 Defining precise tasks, 8 Obtaining resources Comparing results with plan to identify deviations 9 responsibilities, and deadlines Match each of the options above to the items below. As the sales for digital cameras has increased, the sales for traditional film and film camera has declined Managers at Kodak select which products will be directed toward which customer for each of its strategic business units Kodak managers select the marketing mix (4Ps) and related budget for each of its strategic business units Managers for the digital camera SBU request a larger marketing budget than last year, requiring a reallocation of resources across SBUS Given the increase in digital camera sales, Kodak creates a new digital product manager position reporting directly to the Director of Marketing
The goal of this exercise is to demonstrate your understanding the three phases of the strategic marketing process; planning, implementation, and evaluation. Read the description of the marketing action and then match it to the appropriate stage of the Strategic Marketing Process. Designing the marketing program Situation analysis Executing the marketing program Market-product focus and goal setting 4. Marketing program Acting on deviations 2 3 Defining precise tasks, 8 Obtaining resources Comparing results with plan to identify deviations 9 responsibilities, and deadlines Match each of the options above to the items below. As the sales for digital cameras has increased, the sales for traditional film and film camera has declined Managers at Kodak select which products will be directed toward which customer for each of its strategic business units Kodak managers select the marketing mix (4Ps) and related budget for each of its strategic business units Managers for the digital camera SBU request a larger marketing budget than last year, requiring a reallocation of resources across SBUS Given the increase in digital camera sales, Kodak creates a new digital product manager position reporting directly to the Director of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:In the weekly marketing meeting, precise duties, responsible party, completion date, and deliverables are defined
Kodak launches its new digital camera line with integrated print, television, and radio advertising campaigns
Disappointingly, sales projections far exceeded actual sales for the new Kodak digital camera line in the first quarter
Based on increasing competition and market demand factors, Kodak lowers the price by 15 percent on its digital camera line
Transcribed Image Text:The goal of this exercise is to demonstrate your understanding the three phases of the strategic marketing process; planning, implementation, and evaluation.
Read the description of the marketing action and then match it to the appropriate stage of the Strategic Marketing Process.
Situation analysis
Executing the
marketing program
Designing the
marketing program
Market-product
focus and goal
setting
4
Marketing program
5
6
Acting on deviations
2
3
Defining precise
tasks,
responsibilities, and
deadlines
8
Obtaining resources
Comparing results
with plan to identify
deviations
9
Match each of the options above to the items below.
As the sales for digital cameras has increased, the sales for traditional film and film camera has declined
Managers at Kodak select which products will be directed toward which customer for each of its strategic business units
3
Kodak managers select the marketing mix (4Ps) and related budget for each of its strategic business units
Managers for the digital camera SBU request a larger marketing budget than last year, requiring a reallocation of resources across SBUS
Given the increase in digital camera sales, Kodak creates a new digital product manager position reporting directly to the Director of Marketing
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