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Topic: Business
Number of pages / Number of words: 3 / 604
Essay's paper body

Boston Matrix, GE/McKinsey Directional Policy Matrix) and highlights the appropriate investment decisions by market segment.

(6) Marketing Objectives

Marketing objectives start with a consideration of products and markets

1) SWOT

2) Ansoff Matrix

Marketing objectives are about:

o Strategic thrust ? Target markets and products

i...


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Go back to market overview and Swot

ii. Use Ansoff to explore growth options

o Strategic Objectives ? resource allocation to products and markets

i. Go back to the portfolio analysis

- objectives flow directly from the proceeding internal and external marketing analysis.

- options for growth can be explored using the Ansoff matrix

- the portfolio summary provides the prescriptions for the investment objectives by product and/or market

- Need to quantify the marketing objectives

- e...


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General points of the essay

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