S  E  C  T  I  O  N  F  O  U  R Section IV Title Page Executive Summary  Table of Contents Introduction Situation Analysis...
menu Title Page <ul><li>Name of the product </li></ul><ul><li>Relevant time period </li></ul><ul><li>Authors with position...
menu Executive Summary <ul><li>Brief introduction </li></ul><ul><li>Major aspects of the plan </li></ul><ul><li>Budgeting ...
menu Table of Contents <ul><li>Should include what in the report and where it can be found </li></ul><ul><li>Should reflec...
menu Introduction  <ul><li>May include background or history of an existing product, or new information on a new product <...
menu Situational Analysis <ul><li>Critical environmental conditions </li></ul><ul><li>Social, political and legal implicat...
menu Marketing Planning <ul><li>Three major elements: </li></ul><ul><li>Marketing objectives </li></ul><ul><li>Target mark...
menu Marketing Objectives  <ul><li>Use quantifiable or discrete statement to measure marketing accomplishments </li></ul><...
menu Target Markets <ul><li>Defines the market by customer profile  </li></ul><ul><li>Includes changes and important issue...
menu Marketing Mix  <ul><li>Product </li></ul><ul><li>Promotion </li></ul><ul><li>Distribution/Place </li></ul><ul><li>Pri...
menu Implementation of the Plan <ul><li>Defines and schedules implementation and control of the plan </li></ul><ul><li>Com...
menu The Authors J. Paul Peter, Ph.D. University of Wisconsin – Madison James H. Donnelly, Jr., Ph.D. University of Kentuc...
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Marketingplan

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Marketingplan

  1. 1. S E C T I O N F O U R Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors menu Marketing Plan Outline Marketing Management J. Paul Peter James H. Donnelly, Jr . 7 th Edition SECTION IV McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
  2. 2. menu Title Page <ul><li>Name of the product </li></ul><ul><li>Relevant time period </li></ul><ul><li>Authors with positions held </li></ul><ul><li>Group commissioning the report </li></ul><ul><li>Date of submission </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  3. 3. menu Executive Summary <ul><li>Brief introduction </li></ul><ul><li>Major aspects of the plan </li></ul><ul><li>Budgeting statement </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  4. 4. menu Table of Contents <ul><li>Should include what in the report and where it can be found </li></ul><ul><li>Should reflect logical sequencing of information </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  5. 5. menu Introduction <ul><li>May include background or history of an existing product, or new information on a new product </li></ul><ul><li>Include a precise statement stating the purpose of the report </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  6. 6. menu Situational Analysis <ul><li>Critical environmental conditions </li></ul><ul><li>Social, political and legal implications </li></ul><ul><li>Industry analysis </li></ul><ul><li>Competitive analysis </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  7. 7. menu Marketing Planning <ul><li>Three major elements: </li></ul><ul><li>Marketing objectives </li></ul><ul><li>Target markets </li></ul><ul><li>Marketing mix </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  8. 8. menu Marketing Objectives <ul><li>Use quantifiable or discrete statement to measure marketing accomplishments </li></ul><ul><li>Objective statements often expressed in sales units or dollars </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  9. 9. menu Target Markets <ul><li>Defines the market by customer profile </li></ul><ul><li>Includes changes and important issues influencing consumer or organizational buyer behavior </li></ul><ul><li>Defines purchasing trends currently shaping the market </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  10. 10. menu Marketing Mix <ul><li>Product </li></ul><ul><li>Promotion </li></ul><ul><li>Distribution/Place </li></ul><ul><li>Price </li></ul><ul><li>Marketing research </li></ul><ul><li>> Justify and explain the costs and benefits associated with research </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  11. 11. menu Implementation of the Plan <ul><li>Defines and schedules implementation and control of the plan </li></ul><ul><li>Compared by reference to tradition or past plans </li></ul>Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
  12. 12. menu The Authors J. Paul Peter, Ph.D. University of Wisconsin – Madison James H. Donnelly, Jr., Ph.D. University of Kentucky – Lexington  Click image to go to author’s web site  Click on the book to go to the book site PowerPoint design by Lance Fuhrer, MBA PowerPoint content by Larry Fuhrer, MBA, MBA Keller Graduate School of Management of DeVry University Marketing Management 7 th Edition – McGraw-Hill  Click image to go to author’s web site Section IV Title Page Executive Summary Table of Contents Introduction Situation Analysis Marketing Planning Marketing Objectives Target Markets Marketing Mix Implementing the Plan The Authors SECTION IV
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