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Session 5
 Mission statement Objectives Strategies Tactics Programs
 Companies Need Information about:     •Customer Needs     •Marketing Environment     •Competition Marketing Managers Do...
 Marketing Information System      •Information needed by Managers can be obtained From:                                 ...
 Marketing Research Process    •Defining the Objectives    •Develop the research plan    •Implementing the research plan ...
 Defining the Problem and Research Objectives :    •Exploratory Research    •Descriptive Research    •Causal Research
 Developing the Research Plan    •Determining the Exact Information needed    •Developing the plan for Gathering it    •P...
 Two Types Of Information    •Secondary Data       • Trade associations       • Government information       ( government...
 Developing Marketing Strategy
 Developing Marketing Strategy
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Marketing workshop session (4)marketing planning

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Marketing workshop session (4)marketing planning

  1. 1. Session 5
  2. 2.  Mission statement Objectives Strategies Tactics Programs
  3. 3.  Companies Need Information about: •Customer Needs •Marketing Environment •Competition Marketing Managers Don’t need More information, they need Better Information
  4. 4.  Marketing Information System •Information needed by Managers can be obtained From: Electronic Collections From DataInternal Data sources ( accounting ) Publicly Available Data aboutMarketing Intelligence Competitors and Marketing Environment Design, Collection, Analysis andMarketing Research Reporting of data about a specific marketing situation
  5. 5.  Marketing Research Process •Defining the Objectives •Develop the research plan •Implementing the research plan •Reporting the findings
  6. 6.  Defining the Problem and Research Objectives : •Exploratory Research •Descriptive Research •Causal Research
  7. 7.  Developing the Research Plan •Determining the Exact Information needed •Developing the plan for Gathering it •Presenting the Written Plan to management Two Types Of Information •Secondary Data •Primary Data
  8. 8.  Two Types Of Information •Secondary Data • Trade associations • Government information ( government reports, Small Business Administration, Statistics ) • Educational resources • Chambers of Commerce • Market research firms •Primary Data • Focus groups: A focus group gathers a small group of people together for a discussion with an assigned leader. • Customer surveys ( Existing customers, Potential customers )
  9. 9.  Developing Marketing Strategy
  10. 10.  Developing Marketing Strategy

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