Sansan
http://heidicohen.com/marketing-definition/ http://samples.jbpub.com/9780763783334/83334_CH01_5713.pdf http://www.netmba.com/marketing/process/ http://www.businessdictionary.com/definition/five-C-s-of-marketing.html Table of contents introduction
According to the european comission a sme is a small and medium enterprise. The characteristic of a Sme is determine by the number of employees ( between 10 and 250)and either turnover or balance sheet total .the swiss guide to european resarch and innovation added to this definition that sme is most of time , a self employed persons and family businesses.
This is in this context that this report will concern a sme called macom and which is a family business with 15 employees.
Macom is an african shop which provide african foods for customer.
In this report we will look at how marketing approach could be improved to give to macom a competitive advantage.
First we will see the various element of marketing process and also the benefit and the cost of a marketing orientation
Then this report will include the macro and micro environmental element which could influence the marketing decision
We will outline the segmentation criteria of two product and identify a targeting strategy of one of these product
Finally we will demonstrate how buyers behaviours could affect the marketing activities.
According to this recommandation will be made to improve the marketing approach
1. The various element of marketing
1.1def of marketing
1.1.1the marketing process
1,1,1,1The situation analysis
1,1,1,2The marketing strategy
1,1,1,3 the marketing mix decision
1,1,1,4 The implementation analysis
1.2the benefit and the cost of a marketing orientation for macom
1.2.1 benefit
1.2.2cost
2. The factors which influence marketing decision
2.1macro
2.1.1 micro
2.2 the criteria of segmentation
2.2.1 the segmentation of
2.3 the targeting strategy
2.3.1 targeting strategy of
2.4 the
According to the european comission a sme is a small and medium enterprise. The characteristic of a Sme is determine by the number of employees ( between 10 and 250)and either turnover or balance sheet total .the swiss guide to european resarch and innovation added to this definition that sme is most of time , a self employed persons and family businesses.
This is in this context that this report will concern a sme called macom and which is a family business with 15 employees.
Macom is an african shop which provide african foods for customer.
In this report we will look at how marketing approach could be improved to give to macom a competitive advantage.
First we will see the various element of marketing process and also the benefit and the cost of a marketing orientation
Then this report will include the macro and micro environmental element which could influence the marketing decision
We will outline the segmentation criteria of two product and identify a targeting strategy of one of these product
Finally we will demonstrate how buyers behaviours could affect the marketing activities.
According to this recommandation will be made to improve the marketing approach
1. The various element of marketing
1.1def of marketing
1.1.1the marketing process
1,1,1,1The situation analysis
1,1,1,2The marketing strategy
1,1,1,3 the marketing mix decision
1,1,1,4 The implementation analysis
1.2the benefit and the cost of a marketing orientation for macom
1.2.1 benefit
1.2.2cost
2. The factors which influence marketing decision
2.1macro
2.1.1 micro
2.2 the criteria of segmentation
2.2.1 the segmentation of
2.3 the targeting strategy
2.3.1 targeting strategy of
2.4 the