Week 5 - Evaluation of marketing plans & ethics Instructor Kevin W. Brooks Marketing 421 - University of Phoenix

1. MKT 421: Marketing
Workshop 5

2. Marketing in ReviewMarketing in Review

3. What is Marketing?
Identifying and satisfying the needs of your
customers with goods and services.
Marketing in ReviewMarketing in Review

4. What is the Role of a Marketing Plan?
– Supports organization’s mission and vision
– Defines individual marketing strategies
– Communicates these strategies and their goals
– Monitors and adjusts the strategy
Marketing in ReviewMarketing in Review

5. PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing MixMarketing Mix

6. TargetTarget
MarketMarket
TargetTarget
MarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing StrategyMarketing Strategy

7. TargetTarget
MarketMarket
TargetTarget
MarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
SalesSales
PromotionPromotion
SalesSales
PromotionPromotion
PersonalPersonal
SellingSelling
PersonalPersonal
SellingSelling
PublicityPublicityPublicityPublicity AdvertisingAdvertisingAdvertisingAdvertising
Promotional MixPromotional Mix

8. MarketingMarketing
PlanPlan
MarketingMarketing
PlanPlan
MarketingMarketing
Strategy 4Strategy 4
MarketingMarketing
Strategy 4Strategy 4
MarketingMarketing
Strategy 3Strategy 3
MarketingMarketing
Strategy 3Strategy 3
MarketingMarketing
Strategy 2Strategy 2
MarketingMarketing
Strategy 2Strategy 2
MarketingMarketing
Strategy 1Strategy 1
MarketingMarketing
Strategy 1Strategy 1
Marketing PlanMarketing Plan
+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool

9. Performance MeasuresPerformance Measures

10. How does your organization measure the
effectiveness of its marketing efforts?
Measurable Criteria:
– Market Share
– Market Penetration
– Sales Revenue
– Financial
– Promotional Effectiveness
Performance MeasuresPerformance Measures

11. Market Share -
International
National
Regional
Local
Performance MeasuresPerformance Measures

12. Market Penetration -
Total # of Household
Total Distribution
Frequency of Use
Performance MeasuresPerformance Measures

13. Sales Revenue -
Units Sold
Total Revenues
Performance MeasuresPerformance Measures

14. Financial Measures-
Profit Margin
Break-Even
Contribution Margin
Return on Investment (ROI)
Performance MeasuresPerformance Measures

15. Promotional Effectiveness -
Name Recognition
Ad Recall
Performance MeasuresPerformance Measures

16. CongratulationsCongratulations