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HAS 3020

HAS 3020 . Session Five Marketing Objectives Product Planning. Marketing Objectives. Review corporate objectives Review target markets Review SWOT Formulate a rationale and marketing objectives. General guidelines. Support mission and strategic goals Challenging but reachable

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HAS 3020

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  1. HAS 3020 Session Five Marketing Objectives Product Planning

  2. Marketing Objectives • Review corporate objectives • Review target markets • Review SWOT • Formulate a rationale and marketing objectives

  3. General guidelines... • Support mission and strategic goals • Challenging but reachable • SPECIFIC, MEASURABLE, OUTCOME ORIENTED • Build goal acceptance and commitment • Clarify goal priorities • Reward goal accomplishment

  4. Practice... • Increase the number of patients • Treat our customers better • Improve the health of our employees

  5. Marketing Strategy - Product/Service • What is a product or service?

  6. Three dimensions Core Tangible Augmented

  7. Five “I”s of Service Marketing • Intangibility • Inconsistency • Inseparability • Inventory • Interaction

  8. Product planning • Focal points • Consumers’ wants and needs • Current resources and technology • Environmental opportunities

  9. Levels of planning • Product class (SIC, automobiles) • Product mix (cars vs vans or trucks) • Product line (Beetles) • Product item (new, colors, features)

  10. Levels of planning (cont) • Breadth • Depth

  11. Life Cycle • Introduction • Growth • Maturity • Decline

  12. Product Strategies • Market development • Product development • Positioning • Packaging • Branding

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