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?