Marketing Of Ge
...process which is valid for every organization in contact with its constituency of users.'' He make the distinction between marketing as a 'system of thought'' (or strategic marketing) and as an 'active process'' (or operational marketing).
(Lambin, J-J., (2000), Market-Driven Management: Strategic and operational Marketing, Macmillan).
With reference to academic literature and to an organization of your choice, critically evaluate Lambin's proposition that marketing is both a management orientation and a management function, applicable in all organizational contexts.
Si.No Contents Page No.
1.0 Marketing: An Introduction. 02-03
2.0 Lambin's Strategic Concept of Marketing. 03-04
3.0 Critical Analysis of GE (General Electric) Marketing Strategy. 04-16
3.1 Company Overview. 04-05
3.2 Marketing Philosophies of GE. 05-06
3.3 GE's marketing Strategy. 06-07
3.4 Analysis of GE's Market Driven Management. 07-09
3.5 GE's Competitor Analysis and Competitive Strategy. 10-12
3.6 SWOT Analysis of GE. 12-13
3.7 GE Brand Analysis. 13-15
3.8 GE's promotion and Selling Strategy. 15-16
4.0 Conclusion. 16-16
5.0 Appendices. 17-28
5.1 Appendix-1-The 4 Principles of Marketing. 17-18
5.2 Appendix-2-The Nature of Marketing. 18-19
5.3 Appendix-3-GE's Business Services. 19-21
5.4 Appendix-4-Ge's Business Values and Actions. 21-24
5.5 Appendix-5-Case Study of GE Plastics. 24-27
5.6 Appendix-6-What is Six-Sigma? 27-28
6.0 References.
1.0 Marketing: An Introduction
There are several definitions for marketing mentioned in marketing textbooks. A general thinking about marketing is only selling and promotion. Every day we see so many television commercials, newspapers ads, and sales calls, which shows that someone always try to sell something. A general definition of marketing: the act or process of buying and selling in a market....
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