Cpas review 2013-2014

1. Cpas review2013-2014 MARKETING CHAPTER 2—THE MARKETING PLAN

2. Chapter 2 the marketing plan Section 2.1 Marketing Planning Section 2.2 Market Segmentation

3. Marketing Planning Section 2.1 • SWOT analysis • PEST analysis • marketing plan • executive summary • situation analysis • marketing strategy • sales forecasts • performance standard

4. Marketing Planning Section 2.1 Marketing Plan

5. Marketing Planning Section 2.1 Marketing Plan

6. Marketing Planning Section 2.1 SWOT Analysis prepares a company for competition or a changing marketplace SWOT Analysis provides guidance and direction for future marketing strategies SWOT analysis An assessment of a company’s strengths and weaknesses and the opportunities and threats that surround it; SWOT: strengths, weaknesses, opportunities, threats.

7. Marketing Planning Section 2.1 SWOT Analysis prepares a company for competition or a changing marketplace SWOT Analysis provides guidance and direction for future marketing strategies SWOT analysis

8. Marketing Planning Section 2.1 SWOT Analysis

9. Marketing Planning Section 2.1 Internal Strengths and Weaknesses The three C’s of internal analysis C ompany Strengths and weaknessesare internal factors that affecta business’s operation. C ustomers C ompetition

10. Marketing Planning Section 2.1 Internal Strengths and Weaknesses The three C’s of internal analysis C C C

11. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

12. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

13. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

14. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

15. . Marketing Planning Section 2.1 Internal Strengths and Weaknesses

16. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

17. Marketing Planning Section 2.1 Internal Strengths and Weaknesses .

18. Marketing Planning Section 2.1 Internal Strengths and Weaknesses .

19. Marketing Planning Section 2.1 PEST Analysis Political Economic Four Factors of a PEST Analysis Socio-Cultural Technological PEST analysis Scanning of outside influences on an organization.

20. Marketing Planning Section 2.1 PEST Analysis Political Economic Four Factors of a PEST Analysis Socio-Cultural Technological PEST analysis

21. Marketing Planning Section 2.1 PEST Analysis PoliticalIssues Government affects business operations • Recession • Unemployment • Currency Rates • Import Pricing • Trade Restrictions EconomicIssues Socio-Cultural Factors Changes in attitudes, lifestyles, and opinions provide opportunities and threats Companies must embrace technology and innovate to stay competitive Technology

22. Marketing Planning Section 2.1 PEST Analysis PoliticalIssues EconomicIssues Socio-Cultural Factors Technology

23. Marketing Planning Section 2.1 PEST Analysis Economic Factors

24. Marketing Planning Section 2.1 Writing a Marketing Plan ExecutiveSummary executive summary A brief overview of the entire marketing plan. SituationAnalysis situation analysis The study of the internal and external factors that affect marketing strategies Elements of aMarketing Plan Objectives MarketingStrategies Implementation marketing strategies Strategy that identifies target markets and sets marketing mix choices that focus on those markets Evaluation and Control

25. Marketing Planning Section 2.1 Writing a Marketing Plan ExecutiveSummary executive summary SituationAnalysis situation analysis Elements of aMarketing Plan Objectives MarketingStrategies Implementation marketing strategies Evaluation and Control

26. Marketing Planning Section 2.1 Writing a Marketing Plan Marketing Plan Objectives

27. Marketing Planning Section 2.1 Writing a Marketing Plan

28. Market Segmentation Section 2.2 The key to marketing is to know your customer or target market. Market segmentation helps identify the target market.

29. Market Segmentation Section 2.2 The key to marketing is Market segmentation helps

30. Market Segmentation Section 2.2 • market segmentation • demographics • disposable income • discretionary income • geographics • psychographics • mass marketing

31. Market Segmentation Section 2.2

32. Market Segmentation Section 2.2 Types of Segmentation Demographic Geographic Psychographic Behavioral Age Gender Income Marital status Ethnic background Local State Regional National Global Attitudes Opinions Interests Activities Personality Values Shopping Patterns Decision-making process demographic Statistics that describe a population in terms of personal characteristics such as age, gender, income, marital status, and ethnic background. psychographic Grouping people with similar attitudes, interests, and opinions, as well as lifestyles and shared values.

33. Market Segmentation Section 2.2 Types of Segmentation Demographic Geographic Psychographic Behavioral demographic . psychographic .

34. Market Segmentation Section 2.2 Types of Segmentation Labels Used to Segment by Generation Baby Boom Generation Generation X Generation Y

35. Market Segmentation Section 2.2 Types of Segmentation Labels Used to Segment by Generation Baby Boom Generation Generation X Generation Y

37. Market Segmentation Section 2.2 Types of Segmentation Income DisposableIncome DiscretionaryIncome disposable Income Money left after taking out taxes. discretionary income Money left after paying for basic living necessities such as food, shelter, and clothing.

38. Market Segmentation Section 2.2 Types of Segmentation Income DisposableIncome DiscretionaryIncome disposable Income discretionary income

39. Market Segmentation Section 2.2 Types of Segmentation 80 percent of a company’s sales... are generated by 20 percent of its loyal customers

40. Market Segmentation Section 2.2 Types of Segmentation

41. Market Segmentation Section 2.2 Mass Marketing Vs. Segmentation Mass Marketing Advantages Disadvantage • Economics of scale • Simplified marketing plan • Competitors can identifyunmet needs and wantsand then steal customers mass marketing Using a single marketing strategy to reach all customers.

42. Market Segmentation Section 2.2 Mass Marketing Vs. Segmentation Mass Marketing Advantages Disadvantage mass marketing Using a single marketing strategy to reach all customers.

43. Market Segmentation Section 2.2 Mass Marketing Vs. Segmentation Niche Marketing Advantages Disadvantage • Extremely precise • Increased chance forsuccess • Cost • Research • Production • Packaging • Advertising

44. Market Segmentation Section 2.2 Mass Marketing Vs. Segmentation Niche Marketing Advantages Disadvantage