The document outlines The MAANZ MXpress Program on marketing planning presented by Dr. Brian Monger. It discusses the following key points in 3 or fewer sentences:
The presentation aims to help attendees understand the steps in implementing a marketing plan, including planning, scheduling, prioritizing strategies, briefing personnel, monitoring effectiveness, and measuring performance. It provides an overview of what a marketing plan typically includes, such as objectives, strategies, forecasts, action programs, and control elements. The document also gives an example outline of a marketing plan and presents examples of a marketing organization chart and the stages in the planning process.
CHAPTER 1: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Marketing and its Traditional Approaches
Lesson 2: Goals of Marketing
Lesson 3: Contemporary Approaches to Marketing
Credits: Principles of Marketing of Dr. Serrano- K-12
CHAPTER 1: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Marketing and its Traditional Approaches
Lesson 2: Goals of Marketing
Lesson 3: Contemporary Approaches to Marketing
Credits: Principles of Marketing of Dr. Serrano- K-12
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
Michael E. Parker shares important tips for new business owners looking to market their product or services. the 4 P's of Marketing, or the Marketing Mix is an effective way to deconstruct the pieces of your marketing strategy.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
This presentation focuses on the market opportunity and consumer analysis.Emphasis is on knowledge and understanding for the following:
1. Strategic marketing vs. Tactical marketing
2. Marketing environment
3. Marketing research (Introduction)
4. Consumer market vs. Organization market
5. Market segmentation and Targeting
6. Product positioning
This presentation focuses on the principles of marketing as the heart of business strategies.Emphasis is on knowledge and understanding for the following:
1. Marketing concept
2. Five P's of marketing
3. Goals of marketing
4. Traditional marketing vs. Contemporary marketing
5. Marketing concept vs. Selling concept
This presentation is on Environment Scanning In Strategic management
It includes -
Introduction
Need for Environment Scanning
Appraisal of external environment
Dynamics of internal environment
Porter’s Five forces model
BCG Matrix
Porter's Generic Strategies
Value Chain analysis
Types of Adaptive strategies
Developing an effective marketing plan requires time and expertise. Use this simple outline developed by Sagefrog Marketing Group to get started on creating a successful marketing plan that both meets and exceeds your marketing goals.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
Michael E. Parker shares important tips for new business owners looking to market their product or services. the 4 P's of Marketing, or the Marketing Mix is an effective way to deconstruct the pieces of your marketing strategy.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
This presentation focuses on the market opportunity and consumer analysis.Emphasis is on knowledge and understanding for the following:
1. Strategic marketing vs. Tactical marketing
2. Marketing environment
3. Marketing research (Introduction)
4. Consumer market vs. Organization market
5. Market segmentation and Targeting
6. Product positioning
This presentation focuses on the principles of marketing as the heart of business strategies.Emphasis is on knowledge and understanding for the following:
1. Marketing concept
2. Five P's of marketing
3. Goals of marketing
4. Traditional marketing vs. Contemporary marketing
5. Marketing concept vs. Selling concept
This presentation is on Environment Scanning In Strategic management
It includes -
Introduction
Need for Environment Scanning
Appraisal of external environment
Dynamics of internal environment
Porter’s Five forces model
BCG Matrix
Porter's Generic Strategies
Value Chain analysis
Types of Adaptive strategies
Developing an effective marketing plan requires time and expertise. Use this simple outline developed by Sagefrog Marketing Group to get started on creating a successful marketing plan that both meets and exceeds your marketing goals.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
1. The MAANZ MXpress Program
Marketing Planning
Dr Brian Monger
Copyright April 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
MAANZ International 1
2. MAANZ International
• MAANZ International, is a Not for Profit,
internet based professional and educational
institute which has operated for over 25 years.
• MAANZ International offers Professional
Memberships;
• Marketing Courses (Formal and Short)
• And Marketing Publications
• www.marketing.org.au
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3. Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a
professional marketer and consultant with over 40 years
local and international experience.
3
4. MAANZ International 4
This presentation aims to help you be able to:
• Understanding the steps in implementing the marketing plan
• Planning and scheduling the key components of the marketing plan
• Prioritising marketing strategies
• Managing the marketing process
• Implementing marketing strategies
• Briefing personnel responsible for various aspects of the marketing plan
• Briefing stakeholders
• Making and preparing a formal marketing plan presentation.
• The steps in monitoring the effectiveness of the marketing planning
process
• The importance of monitoring and measuring the firm’s marketing
performance.
5. MAANZ International 5
Marketing Plans
• Planning can be regarded as the systematic and informed application of
marketing resources to achieve marketing objectives.
• Planning is, or should be, therefore a continuous activity of marketing
management, rather than an irregular act.
• Although most of the literature on marketing planning portrays the
process as a series of discrete steps, the process is, in fact, a continuous
interplay of assumptions, objectives, strategies, programmes and
budgets, with a constant movement backwards and forwards, and with
some stages occurring concurrently rather than consecutively."
6. MAANZ International 6
A Marketing Plan
• This topic outlines the creation of the marketing plan.
• A business development or marketing plan is a written
document of the action to be taken and all of the activities
associated with implementation of the marketing mix. It
outlines who is responsible for managing the specific
activities in the plan, and provides a timetable indicating
when those activities must be performed.
7. A Marketing Plan
• There is no single method of preparing and
presenting an organisation development
plan. Much will depend on the type of
market and the type of organisation.
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8. ANALYSIS AND EVALUATION
The Marketing Audit
(Analysis and Evaluation of the organisation and its
Marketing)
Carry out Analyses
BUSINESS DEVELOPMENT/MARKETING PLANNING
(How will we get there?)
Detail Goals and Objectives
Develop Marketing Strategies
Identify Attractive Target Segment(s)
Develop Forecasts
Develop Action Programs
Review the elements of the plan
IMPLEMENTATION, MONITORINGand CONTROL
Implement marketing activities
Monitor and review marketing performance
Adjust the plan
Value Offer
(Product and Price)
Communicate Value
(IMC/Promotion)
Deliver Value
(Distribution)
Marketing Operations
LogisticsChannels
Advertising
Personal Selling
Marketing P.R
Publicity
Sales Promotion
Brand Management
New Product
Development
Packaging
Pricing
M.I.S.
Market Research
Intel
Internal Marketing
Marketing
Management
Resources H.R.
ANALYSIS
DEPARTMENTAL
LEVEL
26
28
27 29
30
31
25
18
19
20
21
22
23
24
1
2
3
4
5
6
7
9
10 11
12
14
13
15
17
16
8
TACTICAL
LEVELS
Figure 1 Stages in the
Planning Process
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9. MAANZ International 9
Marketing Programs
• Marketing programs generally comprise the following
elements:
• Statement of organisational mission/vision goals and
objectives.
• Market research findings. This part of the plan focuses on
elements such as the target segment and the marketing mix
considerations.
10. MAANZ International 10
Marketing Plan Overview
• Title page: title, date and authorship hi
• Executive summary: a very short key points synopsis (key strategy)
• Table of contents: a very detailed road map of the plan
• Organisational mission/goals
• Introduction—situation analysis:
• – background
• – normal forecast
• – opportunities and threats
• – strengths and weaknesses
11. MAANZ International 11
Marketing Plan Overview
• Corporate objectives and targets—clear statements of the
(SMART) objectives of the plan Marketing objectives and
targets:
• – sales objectives/targets for all value-offering lines
• – sales objectives for strategically critical value offerings
• – sales objectives for all distribution channels
• – sales objectives for sales force
• Sales projections—all value-offering lines:
• – sales projections by geography (division, region, territory)
• Marketing research information
12. MAANZ International 12
Marketing Plan Overview
• Segmentation and targeting information Marketing
strategy—target segment profiles for all value offerings
• Marketing strategy overview—key performance criteria; key
points of importance in formulating strategy
• Marketing mix strategies:
• – brand elements
• – product—(value-offering) line marketing strategies
• Pricing—value-offering line pricing objectives and strategies:
• – prices and price changes for value offering lines
13. MAANZ International 13
Marketing Plan Overview
• Channels of distribution—distribution objectives and strategies:
• – description of channels of distribution needed Promotion program:
• – advertising objectives and strategies
• – advertising media program and budget
• – advertising expenditures by month by media
• – advertising agency information
• – sales promotion objectives and strategies
• – sales promotion expenditures by item by month
• – publicity
• – sales program
14. MAANZ International 14
Marketing Plan Overview
• Implementation—the action program
• marketing activities timetable:
• – how the plan will be implemented
• – timetable
• Marketing budgets—how the money will be allocated
• Resources
• Marketing personnel
• Controls:
• – How will we measure and assess?
• – How will we make corrections ?
15. MAANZ International 15
Marketing Plan Outline Example
• Title Page
• Contents Page
• Executive Summary
• Statement of Goals and Objectives and Purpose
• Mission and Goals
• General Corporate Objectives
• Sales Objectives
• Product Objectives
• Pricing Objectives
• Promotional Objectives
• Distribution Objectives
16. MAANZ International 16
Marketing Plan
• Wholesaling
• Strategic Directions - Keys to Success
• Image and Positioning
• Differentiation and Focus
• Situation Analysis
• Internal
• SWOT Analysis
• Product Portfolio (BCG Matrix)
• Human Resources/Training and Development
• External Analysis (PEST/STEEP Analysis)
• Suppliers and Facilitators
• Intermediaries
17. MAANZ International 17
Marketing Plan
• Competitive Analysis
• Market Share/Competition
• Market Research
• Target Markets/Target Segment Profiles
• Target Market Segment Strategy
• Overall Marketing Plan Strategy
• Success Factors
18. MAANZ International 18
Marketing Plan
• The Marketing Mix
• Product Plan (The Value Offer)
• Pricing Plan
• Promotional (Communicating Value) Plan
• Place/Placement (Distribution Plan – Delivering Value)
• Sales Forecasts
• Measurement and Comparison
19. MAANZ International 19
Marketing Plan
• Contingency Planning
• Control and Implementation
• Budgets
• Advertising and Sales Promotion Budget
• Marketing Budget
20. Title Page Contents Page
Executive
Summary
Statement of
Goals and
Objectives and
Purpose
Mission and
Goals
General
Corporate
Objectives
Sales Objectives
Product
Objectives
Pricing
Objectives
Promotional
Objectives
Distribution
Objectives
Wholesaling
Strategic
Directions - Keys
to Success
Image and
Positioning
Differentiation
and Focus
Situation
Analysis
Internal SWOT Analysis
Product Portfolio
(BCG Matrix)
Human
Resources
Training
External Analysis
(PEST/STEEP
Analysis)
Suppliers and
Facilitators
Intermediaries
Competitive
Analysis
Market Share
Competition
Market Research
Target
Markets/Target
Segment Profiles
Target Market
Segment Strategy
Overall
Marketing Plan
Strategy
Success Factors
The Marketing
Mix
Product Plan (The
Value Offer)
Pricing Plan
Promotional
(Communicating
Value) Plan
Place/Placement
(Distribution Plan –
Delivering Value)
Sales Forecasts
Measurement
and Comparison
Contingency
Planning
Control and
Implementation
Budgets
Advertising and
Sales Promotion
Budget
Marketing
Budget
Figure 2 Marketing
Plan
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21. Director
Marketing
Executive
Marketing Support
Manager Market
Development
Manager Marketing
Information
Manager Product Line
Development
3 x Brand Managers
Internet Sales Manager
Manger Wholesale
Markets
National Retail
Marketing Manager
Divisional
Manager Retail
Area 1
11 stores
Plus 1 new this year
Manager
International
Development
Divisional
Manager Retail
Area 2
9 stores
plus 4 new this year
Key Account Manager
Key Account Manager
Proposed
Restructure
New Divisional
Manager Retail
Area 3
Figure 3 Marketing
Organisation Chart Example
MAANZ International 21
22. • For more information about MAANZ International and articles
about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZ-
SmartaMarketing-Group-2650856/about
• Email: info@marketing.org.au
• Link to this site - - http://www.slideshare.net/bmonger for
further presentations
MAANZ International 22
