BUSINESS

MARKETING PLAN
GROUP 3 REPORTERS
 CONTENT
01 SMALL BUSINESS MARKETING

02 COMPONENTS OF FORMAL MARKETING PLAN

04 NATURE OF THE MARKETING RESEARCH PLAN

05 MARKET SEGMENT AND RELATED STRATEGIES

06 DIFFERENT METHODS OF
FORECASTING SALES
SMALL BUSINESS MARKETING PLAN
 SMALL BUSINESS MARKETING PLAN
THREE LEVELS

Core Actual Augmented

Product/Services Product/Services Product/Services
SMALL BUSINESSES MARKETING PLAN
Marketing Philosophies Make a Difference

THE THREE DIFFERENT MARKETING PERSPECTIVE

Poduction-Oriented Emphasizes the product as the single most important part

Philosophy of the business.

Deemphasizes production efficiencies and consumer

Sales-Oriented Philosophy preferences in favor of a focus on "pushing product" achieving
sales goals becomes the firms heighest priority.

Consumer-Oriented
Believes that everything including production and sales,
Philosophy
enters on the consumer and his or her needs.
THE FORMAL MARKETING PLAN
 01 02 03 04

MARKET THE MARKETING THE

ANALYSIS COMPETITION STRATEGY PRODUCT
AND/OR
SERVICE SECTION
0909 10 11

THE THE THE

DISTRIBUTION PRICING PROMOTION
SECTION SECTION SECTION
THE NATURE OF MARKETING RESEARCH
 THE FOUR STEPS

IDENTIFYING THE SEARCHING COLLECTING INTERPRETING THE

INFORMATIONAL FOR PRIMARY DATA DATA GATHERED
NEED SECONDARY
With the TWO METHODS:
DATA 1. Observational Methods
2. Questioning Methods

01
02 03 04
MARKET SEGMENTATION AND ITS
VARIABLES
MARKETING SEGMENTATION AND ITS VARIABLES

1. ESTIMATING MARKET POTENTIAL

2.THE SALES FORECAST

3.LIMITATIONS TO FORECASTING
MARKETING SEGMENTATION AND ITS VARIABLES

4. THE FORECATING PROCESS

5. THE STARTING POINT

6. PREDICTING VARIABLE
 FORECAST
Conditions that makes Forecasting easier Conditions that makes Forecasting difficult

1. ESTABLISHED BUSINESS 1. NEW VENTURE

2.EXPERIENCED 2.LIMITED
ENTREPRENEUR/MANAGER ENTREPRENEURIAL/MANAGERIAL
EXPERIENCE
3.ENTREPRENEUR FAMILIAR
WITH FORECASTING 3.POOR UNDERSTANDING OF
TECHNIQUES FORECASTING TECHNIQUES
THANKS FOR
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