In this chapter you will learn: Know the content of and differences among strategies, marketing plans, and a marketing program; know how to use S.W.O.T. analysis and other planning approaches to zero in on a marketing strategy that fits the firm''s objectives and resources and meets customers'' needs; understand why the product classes and typical mixes are a good starting point for planning;...
Trang 1
Developing
Innovative
Marketing Plans
Trang 2Plan
Program
Strategies, Plans, and Programs
Trang 3Needs and other
Segmenting
Dimensions
Company
Objectives
& Resources
Competitors
Current &
Prospective
S.
W.
O.
T.
Target Market
Product Place
Promotion Price
Segmentation
& Targeting
Positioning&
Differentiating
Strategic Market Planning Process
Narrowing down to focused strategy
Trang 4External Factors
Strategy Planning
Internal Factors
S.W.O.T Analysis
Trang 5Trend Extension Leading Series
Indices Sales Forecast
Key Terms and Concepts
in Forecasting
Factor Method Time Series
Jury of Executive
Forecasting Market Potential and Sales
Trang 6A trend extension simply extends past experience into the future. When factors influencing sales are predictable, this can be useful. A weakness in this method though is that conditions tend to change
more often than they stay the same.
Years
0
Actual sales
Trend
Straight-Line Trend Projection
Exhibit 194
Trang 7sales, costs, and profits for “reasonable”
Spreadsheet “What If” Questions
Trang 8Licensing
Contract Manufacturing
Management Contracting
Joint Venturing
Wholly Owned Subsidiaries
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Planning for International Marketing