Executive Summary Situation Analysis SWOT analysis Environmental Scan Objectives Mission Marketing objectives Financial objectives Marketing Strategies Positioning and points of difference Marketing Mix Price Product Place Promotion Implementation Organization Activities and responsibilities Timetables Evaluation and control Performance standards and measurements Marketing objectives Financial objectives Marketing mix strategies Corrective action Appendix Elements of a Marketing plan
Behavioral: segmenting based on shopping patterns and usage rate.
Mass market vs. segmentation Mass Market Products have universal appeal Products have few unique features Segmentation Products have specific uses Products are unique Products don’t appeal to everyone.
Review Which type of income, disposable or discretionary is more important to businesses that sell expensive watches, second homes and financial services? Of what significance are the combined African American, Hispanic and Asian-American population to marketers? 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? 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? Why does the United States conduct a census of its residents every ten years?