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8/6/2019 Chapter 8 - The Marketing Plan
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8/6/2019 Chapter 8 - The Marketing Plan
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ChapterChapter 88
The Marketing PlanThe Marketing Plan
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Industry AnalysisIndustry Analysis
Provide Sufficient Knowledge Of Provide Sufficient Knowledge Of
EnvironmentEnvironment
BroadBroad--Based Assessment Of Based Assessment Of
TrendsTrends
Competitor AnalysisCompetitor Analysis1)1) StrengthsStrengths
2)2) WeaknessesWeaknesses
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Market Research StepsMarket Research Steps
1)1) Define PurposeDefine Purpose
2)2) Gather DataGather Data-- SecondarySecondary
SourcesSources
3)3) Gather InformationGather Information-- PrimaryPrimary
SourcesSources4)4) Analyze/Interpret ResultsAnalyze/Interpret Results
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Marketing PlanMarketing Plan
1)1) Where Have WeWhere Have WeBeen?Been?
2)2) Where Do WeWhere Do WeWant To Go?Want To Go?
3)3) How Do We GetHow Do We GetThere?There?
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CharacteristicsCharacteristicsof Marketing Planof Marketing Plan
Provide StrategyProvide Strategy
Based OnBased OnFacts/AssumptionsFacts/Assumptions
Organization For Organization For ImplementationImplementation
Short & LongShort & Long--TermTerm
ContinuityContinuitySimple/ShortSimple/Short
FlexibleFlexible
Criteria For ControlCriteria For Control
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Environmental FactorsEnvironmental Factors
Financial ResourcesFinancial Resources
Management TeamManagement Team
SuppliersSuppliers
Company MissionCompany Mission
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Steps in Plan PreparationSteps in Plan Preparation
Define SituationDefine Situation
Define Target MarketDefine Target Market
Consider Strengths/WeaknessesConsider Strengths/Weaknesses
Establish Goals/ObjectivesEstablish Goals/ObjectivesDefine Strategy/ActionDefine Strategy/Action
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Target MarketingTarget Marketing
Market SegmentationMarket Segmentation
1.1. ID Bases for SegmentingID Bases for Segmenting
2.2. Develop ProfilesDevelop Profiles
Market TargetingMarket Targeting
3.3. Evaluate Segment AttractivenessEvaluate Segment Attractiveness
4.4. Select Target SegmentsSelect Target Segments
Market PositioningMarket Positioning
5.5. ID Possible Positioning ConceptsID Possible Positioning Concepts
6.6. Develop Marketing MixDevelop Marketing Mix
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Market SegmentationMarket Segmentation
Customer CharacteristicsCustomer CharacteristicsGeographicGeographic
DemographicDemographic
PsychographicPsychographic
Buying SituationBuying SituationDesired BenefitsDesired Benefits
UsageUsage
Buying ConditionsBuying Conditions
Awareness Of Buying IntentionAwareness Of Buying Intention
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Consumer Consumer Market SegmentationMarket Segmentation
DemographicDemographicAge, Family Size, Education Level,Age, Family Size, Education Level,
Family Life Cycle, Income, Nationality,Family Life Cycle, Income, Nationality,
Occupation, Race, Religion, Residence,Occupation, Race, Religion, Residence,
Sex, Social ClassSex, Social Class
GeographicGeographicRegion of Country, City Size, MarketRegion of Country, City Size, Market
Density, ClimateDensity, Climate
PsychologicalPsychological Personality Traits, Motives, Life StylePersonality Traits, Motives, Life Style
BenefitsBenefitsDurability, Dependability, Economy,Durability, Dependability, Economy,
Esteem Enhancement, Status fromEsteem Enhancement, Status from
Ownership, HandinessOwnership, Handiness
Volume of UseVolume of Use Heavy, Medium, LightHeavy, Medium, Light
Controllable ElementsControllable ElementsSales Promotion, Price, Advertising,Sales Promotion, Price, Advertising,
Guarantee, Warranty, Retail StoreGuarantee, Warranty, Retail Store
Purchased Service, Product Attributes,Purchased Service, Product Attributes,
Reputation of Seller Reputation of Seller
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IndustrialIndustrialMarket SegmentationMarket Segmentation
DemographicDemographicNumber of Employees, Size of Sales,Number of Employees, Size of Sales,
Size of Profit, Type of Product LinesSize of Profit, Type of Product Lines
GeographicGeographic Region of CountryRegion of Country
PsychologicalPsychological Degree of Industrial LeadershipDegree of Industrial Leadership
BenefitsBenefitsDependability, Reliability of Seller &Dependability, Reliability of Seller &
Support Service, Efficiency in OperationSupport Service, Efficiency in Operation
or Use, Enhancement of Firm¶s Earning,or Use, Enhancement of Firm¶s Earning,
DurabilityDurability
Volume of UseVolume of Use Heavy, Medium, LightHeavy, Medium, Light
Controllable ElementsControllable ElementsPrice, Service, Warranty, Reputation of Price, Service, Warranty, Reputation of
Seller Seller
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GovernmentGovernmentMarket SegmentationMarket Segmentation
DemographicDemographicType of Agency, Size of Budget, AmountType of Agency, Size of Budget, Amount
of Autonomyof Autonomy
GeographicGeographic Federal, State, LocalFederal, State, Local
PsychologicalPsychological Degree of Forward ThinkingDegree of Forward Thinking
BenefitsBenefitsDependability, Reliability of Seller &Dependability, Reliability of Seller &
Support ServicesSupport Services
Volume of UseVolume of Use Heavy, Medium, LightHeavy, Medium, Light
Controllable ElementsControllable Elements Price, Reputation of Seller Price, Reputation of Seller
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Marketing StrategyMarketing Strategy
Product/ServiceProduct/Service
PricingPricing
CostsCosts
Markup/MarginMarkup/Margin
CompetitionCompetition
DistributionDistribution
PromotionPromotion
Consumer vs.Consumer vs.
B2BB2B
BudgetBudget
ImplementationImplementation
Monitor ProgressMonitor Progress
ContingencyContingency
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Product MixProduct Mix
QualityQuality
AssortmentAssortment
Breadth/Depth of LineBreadth/Depth of Line
WarrantyWarranty
GuaranteeGuarantee
ServiceService
PackagePackage
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Price MixPrice Mix--RelationshipsRelationships
$$ Price/Consumer ReactionsPrice/Consumer Reactions
$$ Price/CostPrice/Cost
$$ Price/Competitive ReactionsPrice/Competitive Reactions
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Distribution MixDistribution MixChannelsChannelsRetailersRetailers
WholesalersWholesalers
RepresentativesRepresentatives
Physical DistributionPhysical DistributionStorageStorage
InventoryInventoryTransportationTransportation
WarehousingWarehousing
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Distribution Channel SelectionDistribution Channel Selection
Degree of Degree of DirectnessDirectness Market ConditionsMarket Conditions
Product AttributesProduct Attributes Cost BenefitsCost Benefits
Venture AttributesVenture Attributes
Number of ChannelNumber of Channel
MembersMembers IntensiveIntensive
SelectiveSelective
ExclusiveExclusive
Channel Member Channel Member Selection CriteriaSelection Criteria ReputationReputation
Services ProvidedServices Provided
Number of Number of ChannelsChannels-- 1 or 1 or
Multiple TargetMultiple TargetMarketsMarkets 1 Channel1 Channel
Multiple ChannelsMultiple Channels
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Why Plans FailWhy Plans Fail
Lack of Real PlanLack of Real Plan
Lack of AdequateLack of Adequate
AnalysisAnalysis
Unrealistic GoalsUnrealistic Goals
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Promotion MixPromotion Mix
AdvertisingAdvertising
Personal SellingPersonal Selling
PublicityPublicity
Sales PromotionSales Promotion