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PLANNING AND CONTROL

PLANNING AND CONTROL. Marketing Management Session 13 December 5, 1997. SESSION OUTLINE. Harley-Davidson presentations Short video on H-D Planning the marketing activities Controlling the marketing activities Review. PLANNING MARKETING ACTIVITIES.

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PLANNING AND CONTROL

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  1. PLANNING AND CONTROL Marketing Management Session 13 December 5, 1997

  2. SESSION OUTLINE • Harley-Davidson presentations • Short video on H-D • Planning the marketing activities • Controlling the marketing activities • Review

  3. PLANNING MARKETING ACTIVITIES • Sequence of steps: putting everything together • SWOT analysis - including segmentation • Target market and positioning • Marketing mix (see Exhibit 19-2) • including evaluation methods • Schedule • Contingency plan (aka. «plan B»)

  4. CONTROLLING MARKETING ACTIVITIES • Necessary feedback for adjustments and future plans • 80/20 rule • Sales analysis • Performance analysis • Cost analysis • Marketing audit

  5. WHAT HAVE WE LEARNED?

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