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Introduction to Marketing Planning

Introduction to Marketing Planning. Today’s discussion. Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation Understand markets and Customers

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Introduction to Marketing Planning

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  1. Introduction to Marketing Planning

  2. Today’s discussion • Overview of Marketing Planning • Marketing Planning Defined • Contents of a marketing Plan • Developing a Marketing Plan • Research and Analyze the Current Situation • Understand markets and Customers • Plan Segmentation, Targeting, and Positioning • Plan Direction, Objectives and marketing Support • Develop Marketing Strategies and Programs • Prepare to Track Progress and Control the Plan

  3. Preparing for Marketing Planning • Primary Marketing Tools • 4 Ps • Supporting the Marketing Mix • Guiding Principles • Expect Change • Emphasize Relationships • Involve Everyone • Seek Alliances • Be Innovative

  4. Overview of Marketing Planning • Net Flix (Start-up) • Nestle in China sesame-chocolate cubes. In Argentina brand building.

  5. Crash test

  6. Research and Analyze the Current Situation • Starbucks (Joe magazine) • Sony (New Competition from new rivals) • Michaels Stores (Scrapbooking near term sales increasing 40% a year)

  7. Understand markets and Customers • Segmentation • Targeting • Positioning

  8. Objectives and marketing Support • What makes a good objective? • Sustainable Marketing • The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations • Fed Ex cutting air pollution 30,000 low-emission diesel-electric vans over the next decade.

  9. Marketing Strategies and Programs

  10. Marketing Control • On going process continuous process • Living.com upscale furniture store on-line • Few upscale manufacturers wanted to sell on-line • Thought customers would browse in store and buy on-line (opposite happened) • Failed to account for returned merchandize (just threw it away)

  11. Marketers need to develop • Knowledge of markets and customers • Core Competencies • Relationships

  12. Primary Marketing tools

  13. Supporting the Marketing Mix • Service is the key

  14. Calvin Ball • When the ball goes up the rules change

  15. Be Innovative

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