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M-Plan - Slides (Not Course Text)
M-Plan - Slides (Not Course Text)
Chapter 1:
Introduction to Marketing Planning
Understanding markets/customers
Approaches to growth
Exhibit source: Adapted from Alan R. Andreasen and Philip Kotler, Strategic Marketing for Non-Profit Organizations, 6e (Upper
Saddle River, NJ: Prentice Hall, 2003), 81 .
Offering
product, service,
brand, benefit
Channel
locations,
inventory,
coverage
Expect change
Emphasize relationships
Involve everyone
Seek alliances
Be innovative
Chapter 2:
Analyzing the Current Situation
1. Macroenvironment
Broad forces that can affect performance
2. Microenvironment
Groups that more directly influence
performance
Exhibit source: Marian Burk Wood, Marketing Planning: Principles into Practice (Harlow, Essex, England: Pearson
Education, 2004), 40.
SWOT analysis
Strengths Weaknesses
Opportunities Threats
Mission
Resources
Offerings
Previous results
Keys to success, warning signs
Business relationships
Demographic trends
Economic trends
Ecological trends
Technological trends
Political-legal trends
Social-cultural trends
Competitors
Presentation © 2005 Marian Burk Wood - all rights reserved
2-7
Exhibit source: Mary K. Coulter, Strategic Management in Action (Upper Saddle River, NJ: Prentice Hall, 1998), 141.
Opportunities Threats
Chapter 3:
Understanding Markets and
Customers
Types of markets
Consumer market
• People buying for themselves or their families
Business market
• Companies, nonprofits, government agencies,
or institutions buying for organizations
Target market
(customers being targeted)
Available market
(customers interested in, with
enough income for, and with
access to offering)
Potential market
(all customers who may be
interested in an offering)
Presentation © 2005 Marian Burk Wood - all rights reserved
3-4
Units:
If all companies sell 10 million units of a type of
product and Company A sells 2 million units, its
market share is 20%
Dollars:
If all sales of a type of product total $100 million
and Company A’s sales are $15 million, its
market share is 15%
1. Cultural considerations
Nation or region, subculture, class
2. Social connections
Family, friends, colleagues, aspirations
3. Personal factors
Lifestyle, motivation, perceptions/attitudes
1. Organizational connections
Role in and influence on buying process,
relations with competing suppliers
2. Organizational considerations
Company’s size, industry, share, growth,
competition, buying policies, finances,
buying cycle, derived demand
Secondary research
• Data collected for another purpose
• Sources: government, industry groups,
other
Primary research
• Data collected for a specific situation
• Sources: surveys, ethnography, other
Chapter 4:
Planning Segmentation, Targeting,
and Positioning
Targeting
• Select number, rank segments for entry
• Select segment coverage strategy
Positioning
• Select attributes for differentiation
• Apply positioning through marketing
Psychographic Behavioral/Attitudinal
Geographic
Location; distance; climate
Behavioral/attitudinal
Purchasing patterns/process; user status;
benefits expected; supplier requirements…
Fit with
• Company resources
• Core competencies
Fit with
• Market factors
• Competitive factors
• Economic and technological factors
• Business environment factors
Identify
• Most promising segments
• Order of segment entry
Coverage strategies
Concentrated marketing
• Target only one segment
Undifferentiated marketing
• Target all segments with same strategy
Differentiated marketing
• Use a separate strategy to target each
segment
Chapter 5:
Planning Direction, Objectives, and
Marketing Support
1. Growth
2. Maintenance
3. Retrenchment
Growth strategies
Maintenance strategies
Retrenchment strategies
Marketing objectives
• To manage key relationships/activities
Financial objectives
• To attain certain financial results
Societal objectives
• To achieve social responsibility results
Sample objectives
Marketing
• Customer/channel relationships; market
share; brand awareness
Financial
• ROI; revenue/profit by product, channel;
break-even by product
Societal
• Greener/cleaner operations; charitable
activities; energy conservation
Customer service
• Satisfy customer needs
• Reinforce positioning, allocate resources
Internal marketing
• Focus employees on customers
• Inform and involve employees
• Improve employee performance,
satisfaction
Presentation © 2005 Marian Burk Wood - all rights reserved
5-10
Exhibit source: Adapted from Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans (Eugene, OR:
Palo Alto Software, 2001), 107.
Chapter 6:
Developing Product and
Brand Strategy
Tangible goods
Services
Places
Ideas
Organizations
People
Features
• Enable product to perform its function
Benefits
• Need satisfaction that customers want
Related services
• Deliver benefits valued by customers
Quality
• How well a product satisfies customers
• Basic functionality is a given
Design
• Perform properly, repair easily
• Be aesthetically pleasing
Packaging
• For convenience and product safety
Labeling
• To communicate contents, uses, warnings
Introduction Growth
Decline Maturity
Managing products
Product line
• Products in a line are related
• Line extension adds a product
Product mix
• Assortment of all lines offered
• Brand extension widens mix
Branding a product
Conveys an identity
Differentiates an offer
Uses words, designs, or symbols
May be legally protected
Exhibit source: Adapted from Kevin L. Keller, Strategic Brand Management 2e (Upper Saddle River, NJ: Prentice Hall), 76.
Chapter 7:
Developing Channel and
Logistics Strategy
Marketing activities
Environmental factors
Competitors
Intermediary availability
Planning logistics
Chapter 8:
Developing Pricing Strategy
Types of pricing
Fixed pricing
• Customers pay the price set by marketer
Dynamic pricing
• Prices vary from customer to customer or
situation to situation
Elastic demand
• Small price change significantly increases
or decreases the amount demanded
Inelastic demand
• Price change does not significantly affect
the amount demanded
Customers
• Perceptions of value, behavior, attitudes
Competitors
• Alternatives available to customers
Channel members
• Channel profit considerations
Legal, regulatory, ethical concerns
• Decision consequences
Presentation © 2005 Marian Burk Wood - all rights reserved
8-8
Break-even
• Level at which revenue covers costs
Break-even analysis
Exhibit source: Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans (Eugene, OR: Palo Alto Software,
2000), 163.
Bundling/unbundling
Product enhancement
Segment pricing
Chapter 9:
Developing Integrated Marketing
Communication Strategy
Define
Plan
target
research
audience
Set
Select IMC
objectives
tools
and budget
Analyze
issues
Presentation © 2005 Marian Burk Wood - all rights reserved
9-4
Exhibit source: Gary Armstrong and Philip Kotler, Marketing: An Introduction 7e (Upper Saddle River, NJ: Prentice
Hall, 2005), 405.
Legal/regulatory
Ethical
Cultural
Competitive
Advertising
Personal Sales
Selling Promotion
MAJOR
IMC
TOOLS
Direct Public
Marketing Relations
Planning advertising
Market scale
• Local, regional, national, global
Media choices
• Reach vs. frequency; radio, outdoor, print,
Message content
• Rational appeal or emotional appeal; design,
wording, format, graphics, sound, other
Audiences
• Consumers, channel, salespeople
Objectives
• Build awareness, support IMC campaign
• Encourage trial/usage/repurchase
• Reinforce loyalty, defend against rivals
• Encourage speedy response
Audiences
• Customers/prospects, employees, channel
members, government officials, special
interest groups, analysts, other
Objectives
• Understand public perceptions
• Enhance image, build awareness
• Communicate views and information
Chapter 10:
Planning Performance Management
and Implementation Control
Forecasts
TOOLS FOR
Metrics MEASURING Budgets
PROGRESS
Schedules
Using forecasts
Estimate future sales and costs
Judgmental tools
• Delphi method, sales force estimates,
executive opinion
Affordability budgeting
Percentage-of-sales budgeting
Competitive-parity budgeting
Objective-and-task budgeting
Profitability
• Measure gross or net margin per product or
brand for given period
Controlling implementation