The Marketing Plan

1
(No Transcript)
2
8
Chapter
The Marketing Plan
3
Industry Analysis

• Provide Sufficient Knowledge Of Environment
• Broad-Based Assessment Of Trends
• Competitor Analysis
• Strengths
• Weaknesses

4
Market Research Steps

• Define Purpose
• Gather Data- Secondary Sources
• Gather Information- Primary Sources
• Analyze/Interpret Results

5
Marketing Plan

• Where Have We Been?
• Where Do We Want To Go?
• How Do We Get There?

6
Characteristics of Marketing Plan

• Provide Strategy
• Based On Facts/Assumptions
• Organization For Implementation
• Short Long-Term Continuity
• Simple/Short
• Flexible
• Criteria For Control

7
Environmental Factors

• Financial Resources
• Management Team
• Suppliers
• Company Mission

8
Steps in Plan Preparation

• Define Situation
• Define Target Market
• Consider Strengths/Weaknesses
• Establish Goals/Objectives
• Define Strategy/Action

9
Target Marketing

• Market Segmentation
• ID Bases for Segmenting
• Develop Profiles

• Market Targeting
• Evaluate Segment Attractiveness
• Select Target Segments

• Market Positioning
• ID Possible Positioning Concepts
• Develop Marketing Mix

10
Market Segmentation

• Customer Characteristics
• Geographic
• Demographic
• Psychographic
• Buying Situation
• Desired Benefits
• Usage
• Buying Conditions
• Awareness Of Buying Intention

11
Consumer Market Segmentation
12
IndustrialMarket Segmentation
13
GovernmentMarket Segmentation
14
Marketing Strategy

• Product/Service
• Pricing
• Costs
• Markup/Margin
• Competition
• Distribution
• Promotion

• Consumer vs. B2B
• Budget
• Implementation
• Monitor Progress
• Contingency

15
Product Mix

• Quality
• Assortment
• Breadth/Depth of Line
• Warranty
• Guarantee
• Service
• Package

16
Price Mix-Relationships

• Price/Consumer Reactions
• Price/Cost
• Price/Competitive Reactions

17
Distribution Mix

• Channels
• Retailers
• Wholesalers
• Representatives
• Physical Distribution
• Storage
• Inventory
• Transportation
• Warehousing

18
Distribution Channel Selection

• Degree of Directness
• Market Conditions
• Product Attributes
• Cost Benefits
• Venture Attributes
• Number of Channel Members
• Intensive
• Selective
• Exclusive

• Channel Member Selection Criteria
• Reputation
• Services Provided
• Number of Channels- 1 or Multiple Target Markets
• 1 Channel
• Multiple Channels

19
Why Plans Fail

• Lack of Real Plan
• Lack of Adequate Analysis
• Unrealistic Goals

20
Promotion Mix

• Advertising
• Personal Selling
• Publicity
• Sales Promotion