This revision presentation provides an overview of the marketing planning process including a brief description of each stage in marketing planning together with discussion of the role of the marketing budget.
What constitutes good marketing research Sameer Mathur
."What constitutes good marketing research ?" saying about market research.
MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER
(14 EDITION)__ CHAPTER 3[SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH]
DISCLAIMER
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
Presentation By: AJEET KUMAR
What constitutes good marketing research Sameer Mathur
."What constitutes good marketing research ?" saying about market research.
MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER
(14 EDITION)__ CHAPTER 3[SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH]
DISCLAIMER
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
Presentation By: AJEET KUMAR
The Complete Guide to Developing a Marketing BudgetRichard Hatheway
Marketing budgets are a business critical tool, as they help you determine what the costs will be for the various campaigns, programs and activities that the Marketing Department runs throughout the year. Unfortunately, most marketers don’t know how or where to begin creating a budget. While business courses in college may have touched on the subject, the reality is that most marketers learn how to develop a budget on the job, often through trial-and-error.
This blog will provide an overview and outline of the basic steps needed to develop a marketing budget from scratch.
The Complete Guide to Developing a Marketing BudgetRichard Hatheway
Marketing budgets are a business critical tool, as they help you determine what the costs will be for the various campaigns, programs and activities that the Marketing Department runs throughout the year. Unfortunately, most marketers don’t know how or where to begin creating a budget. While business courses in college may have touched on the subject, the reality is that most marketers learn how to develop a budget on the job, often through trial-and-error.
This blog will provide an overview and outline of the basic steps needed to develop a marketing budget from scratch.
The marketing plan assignment needs to be done in APA format and at .docxcdorothy
The marketing plan assignment needs to be done in APA format and at least 12 pages in length. If you have an idea for a business, this is a good time to explore the idea. Its better to have an unsuccessful marketing plan before you might invest in it. The plan should be a new to the world product or service or maybe an improvement over an existing one. Please do not submit a marketing plan of an existing company, product or service.
This is the time to be creative and have fun with this project.
The Marketing Plan will be due this week Sunday.
Please see the format required:
The Marketing Plan
Introduction
As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detained plan, any business will be better prepared to launch a new product or build sales for existing products. Non-profit organizations also use marketing plans to guide their fundraising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism.
The Purpose and Content of a Marketing Plan
Unlike a business plan, which offers a broad overview of the entire organizations mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope, it serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point.
The Role of Research
To develop successful strategies and action plans, marketers need to up date information about the environment, the competition, and the market segments to be served. Marketing Research helps marketers learn more about their customers’ requirements, expectations, perceptions, and satisfaction levels. This deeper understanding provides a foundation for building competitive advantage through well-informed segmenting, targeting, and positioning decisions.
The Role of Relationships
The marketing plan shows how the company will establish and maintain profitable customer relationships. The relationships affect how marketing personnel work with each other and with other departments to deliver value and satisfy customers. It also affects how the company works with other stakeholders that include suppliers, distributors, strategic alliance partners, government regulators, media and the community at large to achieve the objectives listed in the plan.
From Marketing Plan to Marketing Action
Companies generally create yearly marketing plans, but some plans may cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing research, thorough analysis, management review, and the necessary coordination of departments.
For effective implementation and control, the marketing plan should define how progress toward objectives will be measured. Managers typically use budgets, schedu.
In this revision presentation we look at recent trends in UK trade union membership, consider how trade unions can affect both pay and employment and challenge the textbook view that union-negotiated pay increases inevitably have negative consequences for employment.
In this revision presentation we cover key examples of pure and quasi public goods and consider the arguments for and against an increase in government spending on public goods.
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You don’t need to produce a lot of evidence in your macroeconomics exams but knowing some basic and key facts and figures can make your answers stand out from the crowd! Here is a quickfire journey through twenty important economic numbers that won’t change before the exam – use them to support your answer and impress the examiner!
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This revision presentation considers the variety of stakeholders impacted by business activity. How will a change in objectives, such as a move from profit maximisation to revenue maximisation have an effect on different stakeholders?
This revision presentation looks at profit satisficing as an alternative objective for businesses. Why might firms satisfice? What are some of the possible consequences for economic welfare and efficiency?
In this short revision video, we look at the substantial productivity gap between the UK and many of the UK’s major competitor countries.
Paul Krugman, the Nobel Prize-winning economist said twenty fives years ago that “Productivity isn’t everything, but in the long run it is almost everything,”
In this presentation we consider the theory of wage-setting with a monopsony employer and the possible impact that a trade union might have on wages and employment. We also look at efficiency wage theory and mutual gains from pay bargaining between stakeholders.
For many economists, the labour market is the most important market of all to study, analyse and evaluate. Like product markets for goods and services, labour markets can also fail. The main types of labour market failure are labour immobility including skills gaps, inequality, disincentives to be economically active, labour market discrimination and the effects of monopsony power of employers.
Updated revision presentation on aspects of behavioural economics and topical issues where behavioural nudges are being used to change the choices of consumers and businesses.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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4. Main planning stages
Component Description
Mission statement A meaningful statement of the purpose and direction of the business
Corporate objectives The overall business objectives that shape the marketing plan
Marketing audit Assesses the situation of marketing in the business – the products,
resources, distribution methods, market shares, competitors etc
Market analysis The markets the business is in (and targeting) – size , structure, growth
SWOT analysis An assessment of the firm’s current position, showing the strengths &
weaknesses (internal factors) and opportunities and threats (external
factors)
Marketing objectives What the marketing function wants to achieve (consistent with
and strategies corporate objectives) and how it intends to do it (e.g. Ansoff, Porter)
Marketing budget Usually a detailed budget for the next year and an outline budget for
the next 2-3 years
Action plan The detailed implementation plan
5. Marketing budget
The marketing budget sets
The marketing budget sets
out how much money is
out how much money is
allocated to the marketing
allocated to the marketing
function and how it intends
function and how it intends
to spend it
to spend it
6. How to determine the marketing budget?
• According to the marketing objectives (e.g.
what management expect they need to
spend to achieve the objectives)
• In line with market and competitor averages
(e.g. some as a proportion of revenues)
• Based on the previous year, adjusted for
known changes in the marketing programme
• Whether to include a “buffer” to cover
potential marketing contingencies
7. Factors influencing size of marketing budget
The financial position This is a fundamental issue. A business suffering from cash flow
of the business problems or low profitability will normally have to restrict its
marketing budget along with cost reductions in other functional areas
Competitor actions A business whose competitors are significantly increasing their
marketing spending may need to respond to maintain market share
The demand for, and The budget needs to take account of the cost of marketing activities.
price of marketing For example, the economic slowdown in the UK significantly reduced
services the cost of advertising on traditional media like television and
newspapers because there was a reduction in demand (advertisers
also started switching budgets to online campaigns too).
The responsiveness This is often hard to measure – but important if it can be. Each
and returns from element of marketing spending needs to generate an acceptable
marketing spending return. In many traditional forms of advertising this has proved
difficult. However, online marketing and direct marketing are now
much more sophisticated and it is possible to track and measure the
financial returns.
8. Benefits and drawbacks of marketing planning
Benefits Potential Drawbacks
Provides clear sense of direction for Can be time-consuming
marketing management
Marketing options are evaluated and Constant change in the market makes
prioritised assumptions difficult
Allocates scarce resources more Danger of either being too simplistic
effectively or too complicated
Encourages coordination with other The plan can be ignored as
functional areas (finance, ops & HR) circumstances take over
Provides a basis for assessing actual
results
Makes marketing dept responsible