Mktg unit 1 chpt 2
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Mktg unit 1 chpt 2

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    Mktg unit 1 chpt 2 Mktg unit 1 chpt 2 Presentation Transcript

    • Chapter 2
      The Marketing Plan
    • Learning Targets
      • 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
    • Target market?
    • Section 2.1
      • 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.
    • SWOT
      • Internal
      • Strengths
      • Weaknesses
      • External
      • Opportunities
      • Threats
      SWOT Analysis: How to perform one for your organization
    • Internal 4 P’s
      Weaknesses
      Strengths
      Internal
      • What are your strengths?
      • What are you doing better than your competitors?
      • What can you continue to improve upon?
      • What do others perceive as your strengths?
      • What are your weaknesses?
      • What do your competitors do better than you?
      • What can you improve, given the current situation?
      • What do others perceive as your weaknesses?
      Opportunities
      Threats
      • What trends or conditions may positively impact you?
      • What opportunities are available to you?
      • What rends or conditions may negatively impact you?
      • What are your competitors doing that may impact you?
      • Do you have solid financial support?
      • What impact do your weaknesses have on the threats to you?
      External
    • Weaknesses
      Strengths
      Internal
      • Profitable
      • Customer Relationship Management
      • Global Brand
      • Original Dotcom
      • Original Electronic Book
      • Too Many Categories dilutes brand
      • Shipping Costs
      • Too focused on their own technology
      • External Fullfillment
      Opportunities
      Threats
      • Selling Expertise to other companies
      • Work with Public Sector
      • Libraries
      • Exclusive Offers from Publishers
      • Many other retailers are folding
      • New electronic books
      • Seasonality
      • Transportation Costs
      • Economy
      • New Countries have different laws and requirements.
      External
    • Three areas of an internal company analysis
      • Company Analysis
      Staff
      Financial
      Production Capabilities
      Marketing Mix
      Product
      Price
      Promotion
      Place
      • Customer Analysis
      • Competitive Position
    • External/Environmental Scan
      • Competition
      • Political
      • Economic
      • Socio-Cultural
      • Technological
    • 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
    • Section 2.2 Market segmentation
      • Explain the concept of market segmentation
      • Analyze a target market
      • Differentiate between mass marketing and market segmentation
    • Demographics: statistics that describe a population
      • Age
      • Gender
      • Income
      • Disposable income
      • Discretionary income
      • Marital Status
      • Ethnic Background
    • Geographics: segmentation based on where you live
    • Psychographics: grouping people with similar lifestyles
      • Activities
      • Attitudes
      • Personality & Values
    • 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?