8-1

Chapter

The Marketing Plan

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Industry Analysis
Provide Sufficient Knowledge Of Environment BroadBroad-Based Assessment Of Trends Competitor Analysis
1) Strengths 2) Weaknesses
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Market Research Steps

1) Define Purpose 2) Gather Data- Secondary DataSources 3) Gather Information- Primary InformationSources 4) Analyze/Interpret Results
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Marketing Plan
1) Where Have We Been? 2) Where Do We Want To Go? 3) How Do We Get There?
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Characteristics of Marketing Plan

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

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Environmental Factors
Financial Resources Management Team Suppliers Company Mission
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Steps in Plan Preparation

Define Situation Define Target Market Consider Strengths/Weaknesses Establish Goals/Objectives Define Strategy/Action
8-8

Target Marketing
Market Segmentation
1. ID Bases for Segmenting 2. Develop Profiles

Market Targeting
3. Evaluate Segment Attractiveness 4. Select Target Segments

Market Positioning
5. ID Possible Positioning Concepts 6. Develop Marketing Mix
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Market Segmentation
Customer Characteristics
Geographic Demographic Psychographic

Buying Situation
Desired Benefits Usage Buying Conditions Awareness Of Buying Intention
8-10

Consumer Market Segmentation

Demographic Geographic Psychological Benefits Volume of Use Controllable Elements
Age, Family Size, Education Level, Family Life Cycle, Income, Nationality, Occupation, Race, Religion, Residence, Sex, Social Class Region of Country, City Size, Market Density, Climate Personality Traits, Motives, Life Style Durability, Dependability, Economy, Esteem Enhancement, Status from Ownership, Handiness Heavy, Medium, Light Sales Promotion, Price, Advertising, Guarantee, Warranty, Retail Store Purchased Service, Product Attributes, Reputation of Seller
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Industrial Market Segmentation

Demographic Geographic Psychological Benefits Volume of Use Controllable Elements
Number of Employees, Size of Sales, Size of Profit, Type of Product Lines Region of Country Degree of Industrial Leadership Dependability, Reliability of Seller & Support Service, Efficiency in Operation or Use, Enhancement of Firms Earning, Durability Heavy, Medium, Light Price, Service, Warranty, Reputation of Seller
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Government Market Segmentation

Demographic Geographic Psychological Benefits Volume of Use Controllable Elements
Type of Agency, Size of Budget, Amount of Autonomy Federal, State, Local Degree of Forward Thinking Dependability, Reliability of Seller & Support Services Heavy, Medium, Light Price, Reputation of Seller

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Marketing Strategy
Product/Service Pricing
Costs Markup/Margin Competition

Consumer vs. B2B Budget Implementation Monitor Progress Contingency

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Distribution Promotion

Product Mix
Quality Assortment Breadth/Depth of Line Warranty Guarantee Service Package
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Price Mix-Relationships Mix$ Price/Consumer Reactions $ Price/Cost $ Price/Competitive Reactions

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Distribution Mix
Channels
Retailers Wholesalers Representatives

Physical Distribution
Storage Inventory Transportation Warehousing
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Distribution Channel Selection

 Degree of Directness
 Market Conditions  Product Attributes  Cost Benefits  Venture Attributes

 Channel Member Selection Criteria

 Reputation  Services Provided

 Number of ChannelsChannels- 1 or  Number of Channel Multiple Target Members Markets  Intensive

 Selective  Exclusive  1 Channel  Multiple Channels
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Why Plans Fail

Lack of Real Plan Lack of Adequate Analysis Unrealistic Goals
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Promotion Mix
Advertising Personal Selling Publicity Sales Promotion
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