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MKTG 302 MARKETING MANAGEMENT
PART 1. UNDERSTANDINGMARKETING MANAGEMENT
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Outl!e"
Chapter 1. De#!!$ Mar%et!$ #&r the Ne' Realt" Chapter 2. De)el&p!$ Mar%et!$ Strate$e( a!*
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PART 1. UNDERSTANDING MARKETING MANAGEMENT
Chapter 1. De#!!$ Mar%et!$#&r the Ne' Realte(
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+ue(t&!(" ,h- ( ar%et!$ p&rta!t
" ,hat ( the (&pe ar%et!$
" ,hat are (&e &re ar%et!$ &!ept(
" ,hat #&re( are *e#!!$ the !e' ar%et!$ realte
" ,hat !e' apalte( ha)e the(e #&re( $)e! &!a!* &pa!e(
" ,hat *&e( a h&l(t ar%et!$ phl&(&ph- !lu*e
" ,hat ta(%( are !ee((ar- #&r (ue((#ul ar%et!$
a!a$ee!t
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Outl!e" The alue Mar%et!$
" The S&pe Mar%et!$
" C&re Mar%et!$ C&!ept(
" The Ne' Mar%et!$ Realte(
" Cha!$e* Mar%etplae
" Mar%et!$ ! Prate
" C&pa!- Ore!tat&!
" Up*at!$ the &ur P(
" Mar%et!$ Ma!a$ee!t Ta(%(
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The alue Mar%et!$" !a!al (ue(( te! *epe!*( &! ar%et!$ a
" Mar%et!$ ha( helpe* !tr&*ue !e' &r e!ha!e*
pr&*ut( that ea(e &r e!rh pe&ple4( l)e(.
" Sue((#ul ar%et!$ ul*( *ea!* #&r pr&*ut(
(er)e(5 'hh5 ! tur!5 reate( 6&(.
" Sue((#ul ar%et!$ all&'( #r( t& &re #ull- e
(&all- re(p&!(le at)te(.
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The alue Mar%et!$" Ma!- #r(5 e)e! (er)e a!* !&!prt5 !&' ha)e
ar%et!$ #er 7CMO8 t& put ar%et!$ &! a &
#&&t!$ 'th &ther C:le)el e;eut)e( (uh a( the
#!a!al #er 7CO8 &r he# !#&rat&! #er
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,hat ( Mar%et!$
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The S&pe Mar%et!$Marketing ( a&ut *e!t#-!$ a!* eet!$ hua!
(&al !ee*(. O!e the (h&rte(t $&&* *e#!t&!(
ar%et!$ (
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The S&pe Mar%et!$Marketing management ( the art and science of
target markets and getting, keeping, and growing
customers through creating, delivering, and comm
superior customer value.
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The S&pe Mar%et!$A ar%et!$ ( t& a%e (ell!$ (uper#lu&u(. T
ar%et!$ ( t& %!&' a!* u!*er(ta!* the u(t&e
that the pr&*ut &r (er)e #t( h a!* (ell( t(el#.
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The S&pe Mar%et!$" ,hat ( ar%ete*
" $&&*(
" (er)e(
" e)e!t(
" e;pere!e(
" per(&!(
" plae(
" pr&perte(
" &r$a!>at&!(
" !#&rat&!
" *ea(
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The S&pe Mar%et!$,h& ar%et(
"A marketer ( (&e&!e 'h& (ee%( a re(p&!(e :
a purha(e5 a )&te5 a *&!at&! : #r& a!&ther par
the prospect. I# t'& parte( are (ee%!$ t& (ell (&
t& eah &ther5 'e all the &th ar%eter(.
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The S&pe Mar%et!$Dea!* (tate(
" Negative demand: C&!(uer( *(l%e the pr&*ut a!* a- e)e! pa- t& a" Nonexistent demand: C&!(uer( a- e u!a'are &r u!!tere(te* !
" Latent demand: C&!(uer( a- (hare a (tr&!$ !ee* that a!!&t e (at
e;(t!$ pr&*ut.
" Declining demand: C&!(uer( e$! t& u- the pr&*ut le(( #re9ue!tl-
" Irregular demand: C&!(uer purha(e( )ar- &! a (ea(&!al5 &!thl-5 'e
e)e! h&url- a((." Full demand: C&!(uer( are a*e9uatel- u-!$ all pr&*ut( put !t& the
" Overfull demand - M&re &!(uer( '&ul* l%e t& u- the pr&*ut tha! a
" Unwholesome demand: C&!(uer( a- e attrate* t& pr&*ut( that ha
u!*e(rale (&al &!(e9ue!e(.
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The S&pe Mar%et!$Mar%et(
" Tra*t&!all-5 a
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The S&pe Mar%et!$
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C&re Mar%et!$ C&!ept(" NEEDS
" ,ANTS
" DEMANDS
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C&re Mar%et!$ C&!ept(" TARGET MARKETS
" POSITIONING
" SEGMENTATION
p
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C&re Mar%et!$ C&!ept(" OERINGS
" ?RANDS
p
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C&re Mar%et!$ C&!ept(" MARKETING C@ANNES
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C&re Mar%et!$ C&!ept(" PAID MEDIA
" O,NED MEDIA
" EARNED MEDIA
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C&re Mar%et!$ C&!ept(" IMPRESSIONS
" ENGAGEMENT
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C&re Mar%et!$ C&!ept(" AUE
" SATISACTION
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C&re Mar%et!$ C&!ept(" SUPPB C@AIN
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C&re Mar%et!$ C&!ept(" COMPETITION
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C&re Mar%et!$ C&!ept(" MARKETING ENIRONMENT
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The Ne' Mar%et!$ Realte(" TEC@NOOGB
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The Ne' Mar%et!$ Realte(" GO?AIATION
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The Ne' Mar%et!$ Realte(" SOCIA RESPONSI?IITB
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Cha!$e* Mar%etplaeNe' C&!(uer Capalte(
" C&!(uer( a! u(e the I!ter!et a( a p&'er#ul !#
a!* purha(!$ a*.
" C&!(uer( a! (earh5 &u!ate5 a!* purh
the &)e.
" C&!(uer( a! tap !t& (&al e*a t& (hare &pa!* e;pre(( l&-alt-.
" C&!(uer( a! at)el- !terat 'th &pa!e(.
" C&!(uer( a! re6et ar%et!$ the- #!* !appr&
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Cha!$e* Mar%etplaeNe' C&pa!- Capalte(
" C&pa!e( a! u(e the I!ter!et a( a p&'er#ul !#&rat&! aha!!el5 !lu*!$ #&r !*)*uall- *##ere!tate* $&&*(.
" C&pa!e( a! &llet #uller a!* rher !#&rat&! a&ut
u(t&er(5 pr&(pet(5 a!* &pett&r(.
" C&pa!e( a! reah &!(uer( 9u%l- a!* e##e!tl- )a
e*a a!* &le ar%et!$5 (e!*!$ tar$ete* a*(5 &up&!!#&rat&!.
" C&pa!e( a! pr&)e purha(!$5 rerut!$5 tra!!$5 a!*
a!* e;ter!al &u!at&!(.
" C&pa!e( a! pr&)e ther &(t e##e!-.
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Cha!$e* Mar%etplaeCha!$!$ Cha!!el(
" Retal tra!(#&rat&!
" D(!tere*at&!
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Cha!$e* Mar%etplae@e$hte!e* C&pett&!
" Pr)ate lael(
" Me$a:ra!*(
" Dere$ulat&!
" Pr)at>at&!
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Mar%et!$ ! PrateMar%et!$ ?ala!e
" C&pa!e( u(t al'a-( &)e #&r'ar*5 !!&)at!
pr&*ut( a!* (er)e(5 (ta-!$ ! t&uh 'th u(t&
!ee*(5 a!* (ee%!$ !e' a*)a!ta$e( rather tha!
&! pa(t (tre!$th(.
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Mar%et!$ ! PrateMar%et!$ A&u!talt-
" Mar%eter( are !rea(!$l- a(%e* t& 6u(t#- ther
!)e(te!t( ! #!a!al a!* prtalt- ter(5 a(
! ter( ul*!$ the ra!* a!* $r&'!$ the u
a(e.
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Mar%et!$ ! PrateMar%et!$ ! the Or$a!>at&!
" Mar%et!$ ( not *&!e &!l- - the ar%et!$ *epa
e)er- epl&-ee ha( a! pat &! the u(t&er.
" T& reate a (tr&!$ ar%et!$ &r$a!>at&!5 ar%e
u(t th!% l%e e;eut)e( ! &ther *eparte!t(5 a
e;eut)e( ! &ther *eparte!t( u(t th!% &rear%eter(.
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C&pa!- Ore!tat&!The Pr&*ut&! C&!ept
" The production concept ( &!e the &l*e(t &!
u(!e((. It h&l*( that &!(uer( pre#er pr&*ut(
'*el- a)alale a!* !e;pe!()e a!* &!e!trate
ahe)!$ h$h pr&*ut&! e##e!-5 l&' &(t(5 a!
*(trut&!.
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C&pa!- Ore!tat&!The Pr&*ut C&!ept
" The product concept pr&p&(e( that &!(uer(
pr&*ut( #er!$ the &(t 9ualt-5 per#&ra!e5 &
!!&)at)e #eature(.
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C&pa!- Ore!tat&!The Sell!$ C&!ept
" The selling concept h&l*( that &!(uer( a!*
u(!e((e(5 # le#t al&!e5 '&!4t u- e!&u$h the
&r$a!>at&!4( pr&*ut(.
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C&pa!- Ore!tat&!The Mar%et!$ C&!ept
" The marketing concept ( a u(t&er : e!tere*
a!*:re(p&!* phl&(&ph-. The 6& ( t& #!* !&t the
u(t&er( #&r -&ur pr&*ut(5 ut the r$ht pr&*u
-&ur u(t&er(.
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C&pa!- Ore!tat&!The @&l(t Mar%et!$ C&!ept
" The holistic marketing &!ept ( a(e* &! the*e)el&pe!t5 *e($!5 a!* plee!tat&! ar
pr&$ra(5 pr&e((e(5 a!* at)te( that re&$!>
rea*th a!* !ter*epe!*e!e(.
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C&pa!- Ore!tat&!The @&l(t Mar%et!$ C&!ept
" Relat&!(hp ar%et!$
" I!te$rate* ar%et!$
" I!ter!al ar%et!$
" Per#&ra!e ar%et!$
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(t &ur P(
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Up*at!$ the &ur P(" MCarth- la((#e* )ar&u( ar%et!$ at)te( !
marketing-mix t&&l( #&ur r&a* %!*(5 'hh hethe four Ps ar%et!$ pr&*ut5 pre5 plae5 a!
pr&&t&!.
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Up*at!$ the &ur P(
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Up*at!$ the &ur P(" U!*er(ta!*!$ the &ur A(
"Aeptalt-
"A##&r*alt-
"Ae((lt-
"A'are!e((
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Mar%et!$ Ma!a$ee!t Ta(%(" De)el&p!$ ar%et!$ (trate$e( a!* pla!(
" Captur!$ ar%et!$ !($ht(
" C&!!et!$ 'th u(t&er(
" ?ul*!$ (tr&!$ ra!*(
" Creat!$ )alue
" Del)er!$ )alue
" C&u!at!$ )alue
" C&!*ut!$ ar%et!$ re(p&!(l- #&r l&!$:ter (
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Outl!e" The alue Mar%et!$
" The S&pe Mar%et!$" C&re Mar%et!$ C&!ept(
" The Ne' Mar%et!$ Realte(
" Cha!$e* Mar%etplae
" Mar%et!$ ! Prate" C&pa!- Ore!tat&!
" Up*at!$ the &ur P(
" Mar%et!$ Ma!a$ee!t Ta(%(
K *
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Ke-'&r*(ar%et!$5 he# ar%et!$ #er 7CMO85 ar%et!$ a
$&&*(5 (er)e(5 e)e!t(5 e;pere!e(5 per(&!(5 plae(5 p&r$a!>at&!(5 !#&rat&!5 *ea(5 !e$at)e *ea!*5 !&!
*ea!*5 late!t *ea!*5 *el!!$ *ea!*5 rre$ular *e
*ea!*5 &)er#ull *ea!*5 u!'h&le(&e *ea!*5 ar%
'a!t5 *ea!*5 tar$et ar%et5 p&(t&!!$5 (e$e!tat&!
#er!$(5 ra!*(5 ar%et!$ ha!!el(5 pa* e*a5 &'!eear!e* e*a5 pre((&!(5 e!$a$ee!t5 )alue5 (at(#a
(uppl- ha!5 &pett&!5 ar%et!$ e!)r&!e!t5 teh!
$l&al>at&!5 (&al re(p&!(lt-5
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PART 1. UNDERSTANDING MARKETING MANAGEMENT
Chapter 2. De)el&p!$
Mar%et!$ Strate$e( a!* Pla!(
+ t
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+ue(t&!(" @&' *&e( ar%et!$ a##et u(t&er )alue
" @&' ( (trate$ pla!!!$ arre* &ut at the &rp&*)(&!al le)el(
" @&' ( (trate$ pla!!!$ arre* &ut at the u(!
le)el
" ,hat *&e( a ar%et!$ pla! !lu*e
M % t * C t l
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Mar%et!$ a!* Cu(t&er alue
The ta(% a!- u(!e(( (
*el)er u(t&er )alue at a p
M % t * C t l
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Mar%et!$ a!* Cu(t&er alueThe alue Del)er- Pr&e((
" Ch&&(!$ the )alue" Pr&)*!$ the )alue
" C&u!at!$ the )alue
M % t * C t l
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Mar%et!$ a!* Cu(t&er alueThe alue Cha!
Primary activities" I!&u!* l&$(t(
" Operat&!(
" Out&u!* l&$(t(
" Mar%et!$
" Ser)e
M % t * C t l
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Mar%et!$ a!* Cu(t&er alueThe alue Cha!
Supporting activities" Pr&uree!t
" Teh!&l&$- *e)el&pe!t
" @ua! re(&ure a!a$ee!t
" r !#ra(truture
M % t * C t l
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Mar%et!$ a!* Cu(t&er alueC&re C&pete!e(
A core competency ha( three harater(t(" It ( a (&ure &pett)e a*)a!ta$e a!* a%e
($!#a!t &!trut&! t& pere)e* u(t&er e!
" It ha( applat&!( ! a '*e )aret- ar%et(
" It ( *##ult #&r &pett&r( t& tate.
Mar%et!$ a!* Cu(t&er alue
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Mar%et!$ a!* Cu(t&er aluePla!!!$
" Mar%et!$ Pla!" Strate$ Mar%et!$ Pla!
" Tatal Mar%et!$ Pla!
Mar%et!$ a!* Cu(t&er alue
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Mar%et!$ a!* Cu(t&er alue
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$" De#!!$ the &rp&rate ((&!
" E(tal(h!$ (trate$ u(!e(( u!t("A(($!!$ re(&ure( t& eah (trate$ u(!e(( u
"A((e((!$ $r&'th &pp&rtu!te(
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$" De#!!$ the C&rp&rate M((&!
" ?u(!e(( *e#!t&!" Cra#t!$ a u(!e(( *e#!t&!
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$" E(tal(h!$ Strate$ ?u(!e(( U!t( 7S?U8
" It ( a (!$le u(!e((5 &r a &llet&! relate* u(!e((a! e pla!!e* (eparatel- #r& the re(t the &pa!-
" It ha( t( &'! (et &pett&r(.
" It ha( a a!a$er re(p&!(le #&r (trate$ pla!!!$ a!*
per#&ra!e5 'h& &!tr&l( &(t the #at&r( a##et!$ p
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$"A(($!!$ Re(&ure( t& Eah S?U
" O!e t ha( *e#!e* S?U(5 a!a$ee!t u(t *e*e h&all&ate &rp&rate re(&ure( t& eah.
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$"A((e((!$ Gr&'th Opp&rtu!te(
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$Or$a!>at&!al Culture
" Share* e;pere!e(5 (t&re(5 ele#(5 a!* !&r( tharater>e a! &r$a!>at&!.
C&rp&rate a!* D)(&! Pla!!!$
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C&rp&rate a!* D)(&! Pla!!!$
Mar%et!$ I!!&)at&!" Se!&r a!a$ee!t (h&ul* e!&ura$e
*ea( #r& three $e!erall- u!*errepre(
$r&up(
" epl&-ee( 'th -&uth#ul &r *)er(e per(pet)e(" epl&-ee( #ar re&)e* #r& &pa!- hea*9uarter(
" epl&-ee( !e' t& the !*u(tr-
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
The ?u(!e(( M((&!" Eah u(!e(( u!t !ee*( t& *e#!e t( (pe#
'th! the r&a*er &pa!- ((&!.
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
S,OT A!al-((" E;ter!al E!)r&!e!t 7Opp&rtu!t- a!* Threat8 A
" I!ter!al E!)r&!e!t 7Stre!$th( a!* ,ea%!e((e
A!al-((
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
G&al &rulat&!" G&al( u(t e pr&rt>e*
" G&al( (h&ul* e 9ua!ttat)e
" G&al( (h&ul* e real(t
"G&al( (h&ul* e &!((te!t
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
Strate$ &rulat&!
G&al( !*ate 'hat a u(!e(( u!t 'a!t( t&
ahe)e strategy ( a $ae pla! #&r $ett!$
E)er- u(!e(( u(t *e($! a (trate$- #&r at( $&al(5 &!((t!$ a marketing strategy a
&patle technology strategy a!* sourcing
strategy.
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
Pr&$ra &rulat&! a!*
Iplee!tat&!" E)e! a $reat ar%et!$ (trate$- a! e (a&ta$e
p&&r plee!tat&!.
?u(!e(( U!t Strate$ Pla!!!$
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?u(!e(( U!t Strate$ Pla!!!$
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