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Resources & Organizational Analysis: Marketing Mix

The document discusses key concepts in strategic marketing, including the marketing mix, product life cycle, and branding. It defines the marketing mix as a combination of variables that influence demand and competitive advantage. Additionally, it highlights the importance of corporate reputation and how it shapes public perception of a company.

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Mahmoud Elbasiony
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27 views6 pages

Resources & Organizational Analysis: Marketing Mix

The document discusses key concepts in strategic marketing, including the marketing mix, product life cycle, and branding. It defines the marketing mix as a combination of variables that influence demand and competitive advantage. Additionally, it highlights the importance of corporate reputation and how it shapes public perception of a company.

Uploaded by

Mahmoud Elbasiony
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Module 4: Resources & Organizational Analysis

Strategic Marketing Issues

Marketing Mix
the particular combination of key variables under a
corporation’s control that can be used to affect demand and
to gain competitive advantage
Module 4: Resources & Organizational Analysis

Strategic Marketing Issues

Marketing Mix
Module 4: Resources & Organizational Analysis

Product life cycle


product monetary sales over time from introduction through growth
and maturity to decline
Module 4: Resources & Organizational Analysis

Brand
A name given to a company’s product which identifies that
item in the mind of the consumer

Corporate Brand
A type of brand in which the company’s name serves as the
brand
Module 4: Resources & Organizational Analysis

Corporate Reputation

A widely held perception of a company by the general public

▪ Stakeholders’ perceptions of quality


▪ Corporation’s prominence in the minds of stakeholders

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