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Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
Mktg unit 1 chpt 2
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Mktg unit 1 chpt 2

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  • 1. Chapter 2<br />The Marketing Plan<br />
  • 2. Learning Targets<br /><ul><li>I can conduct a SWOT analysis
  • 3. I can name the three key areas of an internal company analysis
  • 4. I can Identify the factors in an environmental scan
  • 5. I can explain the basic elements of a marketing plan
  • 6. I can explain the concept of market segmentation
  • 7. I can analyze a target market
  • 8. I can differentiate between mass marketing and market segmentation</li></li></ul><li>Target market?<br />
  • 9. Section 2.1<br /><ul><li>I can conduct a SWOT analysis
  • 10. I can list the three key areas of an internal company analysis
  • 11. I can identify the factors in an environmental scan
  • 12. I can explain the basic elements of a marketing plan.</li></li></ul><li>SWOT<br /><ul><li>Internal
  • 13. Strengths
  • 14. Weaknesses
  • 15. External
  • 16. Opportunities
  • 17. Threats</li></ul>SWOT Analysis: How to perform one for your organization<br />
  • 18. Internal 4 P’s<br />Weaknesses<br />Strengths<br />Internal<br /><ul><li>What are your strengths?
  • 19. What are you doing better than your competitors?
  • 20. What can you continue to improve upon?
  • 21. What do others perceive as your strengths?
  • 22. What are your weaknesses?
  • 23. What do your competitors do better than you?
  • 24. What can you improve, given the current situation?
  • 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. What opportunities are available to you?
  • 27. What rends or conditions may negatively impact you?
  • 28. What are your competitors doing that may impact you?
  • 29. Do you have solid financial support?
  • 30. What impact do your weaknesses have on the threats to you?</li></ul>External<br />
  • 31. Weaknesses<br />Strengths<br />Internal<br /><ul><li>Profitable
  • 32. Customer Relationship Management
  • 33. Global Brand
  • 34. Original Dotcom
  • 35. Original Electronic Book
  • 36. Too Many Categories dilutes brand
  • 37. Shipping Costs
  • 38. Too focused on their own technology
  • 39. External Fullfillment</li></ul>Opportunities<br />Threats<br /><ul><li>Selling Expertise to other companies
  • 40. Work with Public Sector
  • 41. Libraries
  • 42. Exclusive Offers from Publishers
  • 43. Many other retailers are folding
  • 44. New electronic books
  • 45. Seasonality
  • 46. Transportation Costs
  • 47. Economy
  • 48. New Countries have different laws and requirements.</li></ul>External<br />
  • 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. Competitive Position</li></li></ul><li>External/Environmental Scan<br /><ul><li>Competition
  • 51. Political
  • 52. Economic
  • 53. Socio-Cultural
  • 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. Section 2.2 Market segmentation <br /><ul><li>Explain the concept of market segmentation
  • 56. Analyze a target market
  • 57. Differentiate between mass marketing and market segmentation</li></li></ul><li>Demographics: statistics that describe a population<br /><ul><li>Age
  • 58. Gender
  • 59. Income
  • 60. Disposable income
  • 61. Discretionary income
  • 62. Marital Status
  • 63. Ethnic Background</li></li></ul><li>Geographics: segmentation based on where you live<br />
  • 64. Psychographics: grouping people with similar lifestyles<br /><ul><li>Activities
  • 65. Attitudes
  • 66. Personality & Values</li></li></ul><li>Behavioral: segmenting based on shopping patterns and usage rate.<br />
  • 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. 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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