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Chapter 2<br />The Marketing Plan<br />
Learning Targets<br /><ul><li>I can conduct a SWOT analysis
I can name the three key areas of an internal company analysis
I can Identify the factors in an environmental scan
I can explain the basic elements of a marketing plan
I can explain the concept of market segmentation
I can analyze a target market
I can differentiate between mass marketing and market segmentation</li></li></ul><li>Target market?<br />
Section 2.1<br /><ul><li>I can conduct a SWOT analysis
I can list the three key areas of an internal company analysis
I can identify the factors in an environmental scan
I can explain the basic elements of a marketing plan.</li></li></ul><li>SWOT<br /><ul><li>Internal
Strengths
Weaknesses
External
Opportunities
Threats</li></ul>SWOT Analysis: How to perform one for your organization<br />
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Mktg unit 1 chpt 2

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Transcript of "Mktg unit 1 chpt 2"

  1. 1. Chapter 2<br />The Marketing Plan<br />
  2. 2. Learning Targets<br /><ul><li>I can conduct a SWOT analysis
  3. 3. I can name the three key areas of an internal company analysis
  4. 4. I can Identify the factors in an environmental scan
  5. 5. I can explain the basic elements of a marketing plan
  6. 6. I can explain the concept of market segmentation
  7. 7. I can analyze a target market
  8. 8. I can differentiate between mass marketing and market segmentation</li></li></ul><li>Target market?<br />
  9. 9. Section 2.1<br /><ul><li>I can conduct a SWOT analysis
  10. 10. I can list the three key areas of an internal company analysis
  11. 11. I can identify the factors in an environmental scan
  12. 12. I can explain the basic elements of a marketing plan.</li></li></ul><li>SWOT<br /><ul><li>Internal
  13. 13. Strengths
  14. 14. Weaknesses
  15. 15. External
  16. 16. Opportunities
  17. 17. Threats</li></ul>SWOT Analysis: How to perform one for your organization<br />
  18. 18. Internal 4 P’s<br />Weaknesses<br />Strengths<br />Internal<br /><ul><li>What are your strengths?
  19. 19. What are you doing better than your competitors?
  20. 20. What can you continue to improve upon?
  21. 21. What do others perceive as your strengths?
  22. 22. What are your weaknesses?
  23. 23. What do your competitors do better than you?
  24. 24. What can you improve, given the current situation?
  25. 25. What do others perceive as your weaknesses?</li></ul>Opportunities<br />Threats<br /><ul><li>What trends or conditions may positively impact you?
  26. 26. What opportunities are available to you?
  27. 27. What rends or conditions may negatively impact you?
  28. 28. What are your competitors doing that may impact you?
  29. 29. Do you have solid financial support?
  30. 30. What impact do your weaknesses have on the threats to you?</li></ul>External<br />
  31. 31. Weaknesses<br />Strengths<br />Internal<br /><ul><li>Profitable
  32. 32. Customer Relationship Management
  33. 33. Global Brand
  34. 34. Original Dotcom
  35. 35. Original Electronic Book
  36. 36. Too Many Categories dilutes brand
  37. 37. Shipping Costs
  38. 38. Too focused on their own technology
  39. 39. External Fullfillment</li></ul>Opportunities<br />Threats<br /><ul><li>Selling Expertise to other companies
  40. 40. Work with Public Sector
  41. 41. Libraries
  42. 42. Exclusive Offers from Publishers
  43. 43. Many other retailers are folding
  44. 44. New electronic books
  45. 45. Seasonality
  46. 46. Transportation Costs
  47. 47. Economy
  48. 48. New Countries have different laws and requirements.</li></ul>External<br />
  49. 49. Three areas of an internal company analysis<br /><ul><li>Company Analysis</li></ul>Staff <br />Financial<br />Production Capabilities<br />Marketing Mix<br />Product<br />Price<br />Promotion<br />Place<br /><ul><li>Customer Analysis
  50. 50. Competitive Position</li></li></ul><li>External/Environmental Scan<br /><ul><li>Competition
  51. 51. Political
  52. 52. Economic
  53. 53. Socio-Cultural
  54. 54. Technological</li></li></ul><li>Executive Summary<br />Situation Analysis<br />SWOT analysis<br />Environmental Scan<br />Objectives<br />Mission<br />Marketing objectives<br />Financial objectives<br />Marketing Strategies<br />Positioning and points of difference<br />Marketing Mix<br />Price<br />Product<br />Place <br />Promotion<br />Implementation<br />Organization<br />Activities and responsibilities<br />Timetables<br />Evaluation and control<br />Performance standards and measurements<br />Marketing objectives<br />Financial objectives<br />Marketing mix strategies<br />Corrective action<br />Appendix<br />Elements of a Marketing plan<br />
  55. 55. Section 2.2 Market segmentation <br /><ul><li>Explain the concept of market segmentation
  56. 56. Analyze a target market
  57. 57. Differentiate between mass marketing and market segmentation</li></li></ul><li>Demographics: statistics that describe a population<br /><ul><li>Age
  58. 58. Gender
  59. 59. Income
  60. 60. Disposable income
  61. 61. Discretionary income
  62. 62. Marital Status
  63. 63. Ethnic Background</li></li></ul><li>Geographics: segmentation based on where you live<br />
  64. 64. Psychographics: grouping people with similar lifestyles<br /><ul><li>Activities
  65. 65. Attitudes
  66. 66. Personality & Values</li></li></ul><li>Behavioral: segmenting based on shopping patterns and usage rate.<br />
  67. 67. Mass market vs. segmentation<br />Mass Market<br />Products have universal appeal<br />Products have few unique features<br />Segmentation<br />Products have specific uses<br />Products are unique<br />Products don’t appeal to everyone.<br />
  68. 68. Review<br />Which type of income, disposable or discretionary is more important to businesses that sell expensive watches, second homes and financial services?<br />Of what significance are the combined African American, Hispanic and Asian-American population to marketers?<br />A recent study shows that teens are drinking more bottled water and reducing the amount of carbonated beverages they drink. Which psychographic or lifestyle trend does this study support?<br />If 93% of the US Population of 290,890,777 (2003 estimate) snacks at lease once a day, how large is the market for snack foods?<br />Why does the United States conduct a census of its residents every ten years?<br />
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