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    1) Marketing planning is a design to achieve company goals by satisfying customer needs through all organizational activities. The marketing function involves defining markets, understanding customer needs, developing value propositions, and communicating and delivering those propositions. 2) Effective marketing requires an excellent product/service that closely matches target customer segments, world-class operations, and a culture that encourages innovation. It also requires professional marketing departments. 3) Marketing planning is essential to minimize costs, maximize revenue, and maximize profit. It involves strategic plans covering 3-5 years and tactical plans detailing short-term actions.

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    Chapter 1 Marketing Plan Introduction (1)

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    1) Marketing planning is a design to achieve company goals by satisfying customer needs through all organizational activities. The marketing function involves defining markets, understanding customer needs, developing value propositions, and communicating and delivering those propositions. 2) Effective marketing requires an excellent product/service that closely matches target customer segments, world-class operations, and a culture that encourages innovation. It also requires professional marketing departments. 3) Marketing planning is essential to minimize costs, maximize revenue, and maximize profit. It involves strategic plans covering 3-5 years and tactical plans detailing short-term actions.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    6 views14 pages

    Chapter 1 Marketing Plan Introduction

    Uploaded by

    Baim Putra
    1) Marketing planning is a design to achieve company goals by satisfying customer needs through all organizational activities. The marketing function involves defining markets, understanding customer needs, developing value propositions, and communicating and delivering those propositions. 2) Effective marketing requires an excellent product/service that closely matches target customer segments, world-class operations, and a culture that encourages innovation. It also requires professional marketing departments. 3) Marketing planning is essential to minimize costs, maximize revenue, and maximize profit. It involves strategic plans covering 3-5 years and tactical plans detailing short-term actions.

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    of 14

    INTRODUCTION TO MARKETING

    PLANNING

    FAKULTAS EKONOMI DAN BISNIS AGUS SANTOSO


    Marketing Overview
    0
    1
    DEFINITIO
    Nplanning is a design to achieve company goals.
    Marketing
    The marketing concept, as opposed to the marketing function, implies that all the activities of an organization are driven by
    a desire to satisfy customer needs

    THE MARKETING
    • FUNCTION
    Defining markets.
    • Quantifying the needs of the customer groups (segments) within these markets.
    • Determining the value propositions to meet these needs.
    • Communicating these value propositions to all those people in the organization responsible for delivering them, and
    getting their buy-into their role.
    • Playing an appropriate part in delivering these value propositions (usually only communications).
    • Monitoring the value actually delivered.
    Coun't 02
    The role of marketing in business
    03
    An excellent core product or service, and all the associated R and D, which closely matches the wants of the
    organization's target segments.
    Excellent, world-class, state-of-the-art operations.
    A culture that encourages and produces an infrastructure within which employees can be creative and
    entrepreneurial within the prescribed company procedures.

    Professional marketing departments, staffed by qualified profession.


    Why is Marketing Planning 04
    Essential?

    Costs are charges incurred Revenue is the monetary Profit cannot be simply
    in running an enterprise. value received by a defined, as different
    They can take many forms company for its goods or organizations define it in
    including overhead, direct, services. It is the net price different ways and use
    indirect, attributable, received, i.e. the price less different terminology.
    avoidable and others. any discounts

    Minimizing Costs Maximizing Revenue Maximizing Profit


    Coun't
    05
    06
    The Marketing Function

    Version of Michael Porter’s generic strategies matrix (M.E. Porter, Competitive Strategy, Free Press, New York, 1980).
    Are we talking about a tactical or a strategic 07
    marketing plan?

    DEFINITION
    A strategic plan is a plan which covers a period
    beyond the next fiscal year. Usually this is for between three and five years

    A tactical plan covers in quite a lot of detail the actions to be taken,


    by whom, during a short-term planning period. This is usually for one year or less
    Coun't 08

    Efektif “doing the right things”

    Efisien “doing things right”


    Orientation 09
    Marketing Planning Steps
    1
    0
    Ekspresi pertemuan pertama
    kelas pak Agus Santoso
    Ekspresi kelas sebelah
    denger cerita
    HAHAHAHAHAHA

    Thank you

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