The Marketing Game Plan Chapter 6
The Game Plan <ul><li>How are tactics used to market products to potential fans? </li></ul><ul><li>Compare and contrast th...
Marketing Tactics <ul><li>Tactic- </li></ul><ul><ul><li>The way a product or service is differentiated in the minds of cus...
Tactics <ul><li>Developed from the bottom up. </li></ul><ul><li>Most tactics are developed by those who work with the cust...
Strategies <ul><li>The process by which the tactics are implemented. </li></ul>
Competition <ul><li>When your product or service is generating profits quickly, competition will arise. </li></ul><ul><li>...
Gaining Information <ul><li>Marketing intelligence- </li></ul><ul><ul><li>Information gathered about competitors. </li></u...
Valuable Information <ul><li>Pricing </li></ul><ul><ul><li>Can  be the major factor in the decision to buy. </li></ul></ul...
Valuable Information <ul><li>Product/Service Management </li></ul><ul><ul><li>Knowing what your competitors products or se...
Finding Information <ul><li>The Internet </li></ul><ul><ul><li>Cost effective and efficient. </li></ul></ul><ul><li>Observ...
Quick Review <ul><li>Tactics are… </li></ul><ul><ul><li>The study of sales process. </li></ul></ul><ul><ul><li>The ways a ...
Quick Review <ul><li>To find information about competition, marketers can… </li></ul><ul><ul><li>Use the Internet. </li></...
Entertainment and Sports Strategies <ul><li>How do marketers use a marketing plan to focus their strategies and tactics? <...
Marketing Plan <ul><li>A precisely written document that describes the tactics and strategies that will be used to market ...
Interpretation <ul><li>Explaining the information so that it has meaning and drawing conclusions that relate to the define...
Applied Research <ul><li>Research conducted to solve problems. </li></ul><ul><li>Touch Points </li></ul><ul><ul><li>Points...
How This Takes Place <ul><li>Nike Vs. Adidas in the soccer world </li></ul><ul><ul><li>Adidas is the main sponsor of socce...
Quick Review <ul><li>Applied Research is: </li></ul><ul><ul><li>Gathered from all touch points. </li></ul></ul><ul><ul><li...
Quick Review <ul><li>Touch points are: </li></ul><ul><ul><li>Sensitive areas of business. </li></ul></ul><ul><ul><li>Butto...
Mapping the Plan <ul><li>How do the steps of the marketing plan work together to create an effective tool for marketers? <...
Mission Statement <ul><li>Identifies the nature of the business and the reason it exists.  </li></ul><ul><li>Provides focu...
Marketing <ul><li>Mass market </li></ul><ul><ul><li>Broad group of customers.  </li></ul></ul><ul><li>Product portfolio </...
The Plan <ul><li>A marketing plan can generally be divided into three categories </li></ul><ul><ul><li>Analysis </li></ul>...
Analysis <ul><li>The Mission Statement </li></ul><ul><ul><li>Reiterates the organization’s mission statement. </li></ul></...
Strategy <ul><li>Describes the marketing mix as well as plans for financial and risk management.  </li></ul><ul><ul><li>Pr...
Implementation <ul><li>Describes how the marketing plan will be put into action. </li></ul><ul><li>Timeline </li></ul><ul>...
Implementation Con’t <ul><li>Selling </li></ul><ul><ul><li>The marketing plan must outline how direct sales will be handle...
Quick Review <ul><li>A mass market is: </li></ul><ul><ul><li>a religious group. </li></ul></ul><ul><ul><li>a broad categor...
Quick Review <ul><li>The major categories of a marketing plan include: </li></ul><ul><ul><li>Analysis. </li></ul></ul><ul>...
Chapter Review <ul><li>Which of the following would not be considered a touch point: </li></ul><ul><ul><li>an e-mail to a ...
Chapter Review <ul><li>The implementation section of the marketing plan will contain: </li></ul><ul><ul><li>timelines. </l...
Chapter Review <ul><li>A product portfolio: </li></ul><ul><ul><li>the research completed on a product. </li></ul></ul><ul>...
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Unit 6

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Unit 6

  1. 1. The Marketing Game Plan Chapter 6
  2. 2. The Game Plan <ul><li>How are tactics used to market products to potential fans? </li></ul><ul><li>Compare and contrast the use of a tactic and a strategy in the marketing process. </li></ul><ul><li>Which types of data input are important to marketers to determine the appropriate strategy for marketing. </li></ul>
  3. 3. Marketing Tactics <ul><li>Tactic- </li></ul><ul><ul><li>The way a product or service is differentiated in the minds of customers from other competing products or services. </li></ul></ul><ul><li>Competitive edge- </li></ul><ul><ul><li>To hold a truly competitive edge, a company’s product or service must be truly different in the mind of the consumers. </li></ul></ul>
  4. 4. Tactics <ul><li>Developed from the bottom up. </li></ul><ul><li>Most tactics are developed by those who work with the customer first hand. </li></ul><ul><li>Developed by those who have their minds open to exploring what the customer wants. </li></ul>
  5. 5. Strategies <ul><li>The process by which the tactics are implemented. </li></ul>
  6. 6. Competition <ul><li>When your product or service is generating profits quickly, competition will arise. </li></ul><ul><li>Sports and entertainment marketers want to know all information about their potential competitors. </li></ul><ul><li>“ Winning the game” in business means generating more market share and profit over competitors. </li></ul>
  7. 7. Gaining Information <ul><li>Marketing intelligence- </li></ul><ul><ul><li>Information gathered about competitors. </li></ul></ul><ul><li>Types of data that is valuable to marketers: </li></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Product/Service Management </li></ul></ul><ul><ul><li>Promotional Efforts </li></ul></ul>
  8. 8. Valuable Information <ul><li>Pricing </li></ul><ul><ul><li>Can be the major factor in the decision to buy. </li></ul></ul><ul><li>Place </li></ul><ul><ul><li>Knowing the place that consumers buy the most products as well as the best way of producing a product allow companies to have a competitive edge. </li></ul></ul>
  9. 9. Valuable Information <ul><li>Product/Service Management </li></ul><ul><ul><li>Knowing what your competitors products or services offer allow business to hold an edge over competitors. </li></ul></ul><ul><li>Promotional Efforts </li></ul><ul><ul><li>Knowing the customer they are targeting, promotional efforts of competitors, and how much competitors are spending on promotions. </li></ul></ul>
  10. 10. Finding Information <ul><li>The Internet </li></ul><ul><ul><li>Cost effective and efficient. </li></ul></ul><ul><li>Observations </li></ul><ul><ul><li>Provides information that would not otherwise be available. </li></ul></ul><ul><li>Trade Shows </li></ul><ul><ul><li>Major events where people in a related industry meet to show their products, exchange ideas, learn about the latest trends, and so forth. </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>Volunteer information about the competition. </li></ul></ul>
  11. 11. Quick Review <ul><li>Tactics are… </li></ul><ul><ul><li>The study of sales process. </li></ul></ul><ul><ul><li>The ways a product is differentiated from the competition. </li></ul></ul><ul><ul><li>The study of the relationship of individual consumers and producers. </li></ul></ul><ul><ul><li>Strategies for success. </li></ul></ul>
  12. 12. Quick Review <ul><li>To find information about competition, marketers can… </li></ul><ul><ul><li>Use the Internet. </li></ul></ul><ul><ul><li>Attend trade shows. </li></ul></ul><ul><ul><li>Talk with customers. </li></ul></ul><ul><ul><li>All of the above. </li></ul></ul>
  13. 13. Entertainment and Sports Strategies <ul><li>How do marketers use a marketing plan to focus their strategies and tactics? </li></ul><ul><li>Why is it important for marketers to reach their customer base through different types of touch points? </li></ul><ul><li>How do trends in sports and entertainment affect the marketing plan used to reach customers? </li></ul>
  14. 14. Marketing Plan <ul><li>A precisely written document that describes the tactics and strategies that will be used to market the product or service. </li></ul><ul><li>Once tactics are determined, strategies are designed based on market research. </li></ul><ul><li>Raw data </li></ul><ul><ul><li>Facts and recorded measures that have been gathered. </li></ul></ul><ul><ul><li>Grouped and organized into formats suitable for decision making. </li></ul></ul>
  15. 15. Interpretation <ul><li>Explaining the information so that it has meaning and drawing conclusions that relate to the defined marketing research problem. </li></ul>
  16. 16. Applied Research <ul><li>Research conducted to solve problems. </li></ul><ul><li>Touch Points </li></ul><ul><ul><li>Points at which the business makes contact with the customer. </li></ul></ul><ul><ul><ul><li>Examples: Internet, telephone, e-mails, advertisements, one-on-one sales, and/or pitches. </li></ul></ul></ul>
  17. 17. How This Takes Place <ul><li>Nike Vs. Adidas in the soccer world </li></ul><ul><ul><li>Adidas is the main sponsor of soccer including the World Cup </li></ul></ul><ul><ul><li>Nike would like to profit off of the soccer area </li></ul></ul><ul><ul><li>Nike decides to fill a niche that has not been filled by Adidas, street – ready soccer merchandise. </li></ul></ul>
  18. 18. Quick Review <ul><li>Applied Research is: </li></ul><ul><ul><li>Gathered from all touch points. </li></ul></ul><ul><ul><li>Conducted to solve a specific problem. </li></ul></ul><ul><ul><li>Data that have been organized and interpreted. </li></ul></ul><ul><ul><li>None of the above. </li></ul></ul>
  19. 19. Quick Review <ul><li>Touch points are: </li></ul><ul><ul><li>Sensitive areas of business. </li></ul></ul><ul><ul><li>Buttons pushed on computer screens. </li></ul></ul><ul><ul><li>The points where a business makes contact with customers. </li></ul></ul><ul><ul><li>All of the above. </li></ul></ul>
  20. 20. Mapping the Plan <ul><li>How do the steps of the marketing plan work together to create an effective tool for marketers? </li></ul><ul><li>Compare and contrast the different steps of the marketing plan and what must happen during each step to ensure an effective marketing plan. </li></ul><ul><li>Why would marketers want to identify and include their mission statement and product portfolio into their marketing plan? </li></ul>
  21. 21. Mission Statement <ul><li>Identifies the nature of the business and the reason it exists. </li></ul><ul><li>Provides focus for marketers and planners as they develop tactics and strategies for new products and services. </li></ul><ul><li>All tactics and strategies are built around the mission statement. </li></ul>
  22. 22. Marketing <ul><li>Mass market </li></ul><ul><ul><li>Broad group of customers. </li></ul></ul><ul><li>Product portfolio </li></ul><ul><ul><li>All the products a company has available for customers at any one time. </li></ul></ul><ul><li>Test marketing </li></ul><ul><ul><li>The sales potential for a new product is tried in a regional, or otherwise small, market prior to its final release nationwide and/or worldwide. </li></ul></ul>
  23. 23. The Plan <ul><li>A marketing plan can generally be divided into three categories </li></ul><ul><ul><li>Analysis </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Implementation </li></ul></ul>
  24. 24. Analysis <ul><li>The Mission Statement </li></ul><ul><ul><li>Reiterates the organization’s mission statement. </li></ul></ul><ul><ul><li>Helps marketers focus their efforts. </li></ul></ul><ul><li>Marketing Information </li></ul><ul><ul><li>Pertinent marketing information is shared. </li></ul></ul><ul><ul><li>Includes data about the current and past performances of the organization. </li></ul></ul><ul><li>Tactic </li></ul><ul><ul><li>The tactic is specified and describes how the new product or service will be differentiated in the minds of consumers. </li></ul></ul><ul><ul><li>Pinpoint a gap that is not being fulfilled by other competitors </li></ul></ul>
  25. 25. Strategy <ul><li>Describes the marketing mix as well as plans for financial and risk management. </li></ul><ul><ul><li>Product/Service </li></ul></ul><ul><ul><li>The Distribution System </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Promotional Strategies </li></ul></ul><ul><ul><li>Financing </li></ul></ul><ul><ul><li>Risk Management </li></ul></ul>
  26. 26. Implementation <ul><li>Describes how the marketing plan will be put into action. </li></ul><ul><li>Timeline </li></ul><ul><ul><li>State the date the plan needs to be completed and work backwards. </li></ul></ul><ul><li>Assignments and Responsibility </li></ul><ul><ul><li>Specify who is responsible for carrying out each task. </li></ul></ul><ul><li>Internal Communication Systems </li></ul><ul><ul><li>It is desirable that all areas of the organization buy into the plan. </li></ul></ul>
  27. 27. Implementation Con’t <ul><li>Selling </li></ul><ul><ul><li>The marketing plan must outline how direct sales will be handled. All touch points should be identified. </li></ul></ul><ul><li>Review and Evaluation </li></ul><ul><ul><li>Include mileposts to measure progress to ensure the plan is on task. </li></ul></ul>
  28. 28. Quick Review <ul><li>A mass market is: </li></ul><ul><ul><li>a religious group. </li></ul></ul><ul><ul><li>a broad category of consumers. </li></ul></ul><ul><ul><li>a group of investors. </li></ul></ul><ul><ul><li>none of the above. </li></ul></ul>
  29. 29. Quick Review <ul><li>The major categories of a marketing plan include: </li></ul><ul><ul><li>Analysis. </li></ul></ul><ul><ul><li>Strategy. </li></ul></ul><ul><ul><li>Implementation. </li></ul></ul><ul><ul><li>All of the above. </li></ul></ul>
  30. 30. Chapter Review <ul><li>Which of the following would not be considered a touch point: </li></ul><ul><ul><li>an e-mail to a customer. </li></ul></ul><ul><ul><li>a manager – employee meeting. </li></ul></ul><ul><ul><li>an interactive web site where customers can find information and provide feedback. </li></ul></ul><ul><ul><li>an advertisement. </li></ul></ul>
  31. 31. Chapter Review <ul><li>The implementation section of the marketing plan will contain: </li></ul><ul><ul><li>timelines. </li></ul></ul><ul><ul><li>assignments of responsibility. </li></ul></ul><ul><ul><li>intervals of review and evaluation </li></ul></ul><ul><ul><li>all of the above. </li></ul></ul>
  32. 32. Chapter Review <ul><li>A product portfolio: </li></ul><ul><ul><li>the research completed on a product. </li></ul></ul><ul><ul><li>a pricing strategy. </li></ul></ul><ul><ul><li>all of the products a company has available for customers at any one time. </li></ul></ul><ul><ul><li>all of the above. </li></ul></ul>

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