20 quotes

20 quotes 1)"A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization." Marketing: An Introduction by Armstrong/Kotler, page 39. 2)"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace". Marketing: An Introduction by Armstrong/Kotler, page 40. 3)"Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." Marketing: An Introduction by Armstrong/Kotler, page 57. 4)"For effective implementation and control, the marketing plan should define how progress toward objectives will be measured." Marketing: An Introduction by Armstrong/Kotler, page MP2. 5)"Marketers need to understand the marketplace and customer needs and wants". Marketing: An Introduction by Armstrong/Kotler, page 31 6)"Marketers design a customer-driven marketing strategy with the goal of getting, keeping, and growing target customers....building profitable customer relationships and creating customer delight". Marketing: An Introduction by Armstrong/Kotler, page 31. 7)"Customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product. Customers want the product and service to be as conveniently available as possible. Finally, they want two-way communication ". Marketing: An Introduction by Armstrong/Kotler, page 54. 8)"Price is the amount of money customers must pay to obtain the product". Marketing: An Introduction by Armstrong/Kotler, page 53. 9)The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion. Marketing: An Introduction by Armstrong/Kotler, page 53. 10)"Promotion means activities that communicate the merits of the product and persuade target customers to buy it." Marketing: An Introduction, page 54. 11)"Many companies follow the selling concept, which holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort." Marketing: An Introduction, page 10. 12) "...The company also added direct-to-consumer distribution channels, including its own retail stores, Web site, and toll-free call center." Marketing: An Introduction by Armstrong/Kotler, page 45 13)The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency." Marketing: An Introduction by Armstrong/Kotler, page 10. 14))"The company also added direct-to-consumer distribution channels, including its own retail stores, Web site, and toll-free call center." Marketing: An Introduction by Armstrong/Kotler, page 45. 15)"...three major pricing strategies—customer value-based, cost-based, and competition-based pricing—and at other factors that affect pricing decisions." Marketing: An Introduction by Armstrong/Kotler, page 272. 16)" Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective integrated marketing program." Marketing: An Introduction by Armstrong/Kotler, page 281. 17)"Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources. This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities."Marketing: An Introduction by Armstrong/Kotler, page 39. 18)"...within individual business units, marketing designs strategies for reaching the unit’s objectives. Once the unit’s objectives are set, marketing’s task is to help carry them out profitably."Marketing: An Introduction by Armstrong/Kotler, page 46. 19"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)." Marketing: An Introduction by Armstrong/Kotler, page 54. 20"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." Marketing: An Introduction by Armstrong/Kotler, page 54.