2-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 2 Marketing Planning.

Slides:

Advertisements

Similar presentations

Module 9 Motivation and Reward System Management

Advertisements

1-1 ENT 4210 – meeting no. 2 Agenda  Introduction: industry/competitor analysis (chs 3-4)  Case presentations: focus, main challenges, and plan (15 minutes.

The Manager as a Planner and Strategist

Planning and Goal Setting

Analysis for Marketing Planning Defining the Market.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Project Analysis and Evaluation Chapter Eleven.

Planning and Strategic Management

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Working with Financial Statements Chapter Three.

4. Economic Effficiency Efficiency Equity Market system Social cost – External cost Public goods – Private cost.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Financial Leverage and Capital Structure Policy Chapter Seventeen.

1 2-1 McGraw-Hill/Irwin Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,

Market-based Incentives / Strategies: Permits Cap and Trade Permit allocation Grandfathered Auctioned Trading rules, progressive permit reduction Non-uniform.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Options and Corporate Finance Chapter Fourteen.

McGraw-Hill/Irwin © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. C H A P T E R Overview 1.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Long-Term Financial Planning and Growth Chapter Four.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Risk Management: An Introduction to Financial Engineering Chapter Twenty- Three.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin DEVELOPING NEW PRODUCTS AND SERVICES.

7 - 1 Copyright © 2009 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin.

© 2003 The McGraw-Hill Companies, Inc. All rights reserved. Return, Risk, and the Security Market Line Chapter Thirteen.

Marketing Planning Chapter 01. Marketing Planning Chapter 01.

Chapter 8 The Marketing Plan

Planning and Strategic Management

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 15-1.

Planning and Strategic Management

Chapter 2 The Marketing Research Process and Proposals Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 17-1.

 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 6 The Voice of the Market.

Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Control: The Management Control Environment 22.

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2011 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Planning and Strategic Management Chapter 04.

The Marketing Management Process

Copyright © 2005 by South-Western, a division of Thomson Learning All rights reserved 1 Chapter 7 Planning and Strategy.

Organizing and Planning for Effective Implementation

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. Reaching Goals: Plans and Controls Today’s smart supervisor.

Objectives Understand how strategic planning is carried out at the corporate, division, and business unit levels. Learn the major steps in the marketing.

CHAPTER 3: Marketing Planning

1-1 McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights Reserved C H A P T E R TWELVE Organizing and Planning for Effective Implementation 12.

1 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan A marketing plan is a written document containing the guidelines.

McGraw-Hill/Irwin © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin.

Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved. 1-1 Management, Leadership, and the Internal Organization.

McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

CHAPTER TWO MARKETING MANAGEMENT: STRATEGY 1. Marketing Management The process of: 1. planning, 2. executing, and 3. controlling marketing activities.

Implementing Strategies: Marketing, Finance/Accounting, R&D, and MIS Issues Chapter 6.

1 Copyright © 2011 Pearson Education, Inc., publishing as Prentice Hall Dr. Dawne Martin MKTG 550 – Business Marketing September 27, 2012.

Value Chain Management: Functional Strategies for Competitive Advantage chapter nine Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

Part Chapter © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 1 McGraw-Hill Planning and Strategic Management 2 Chapter 5.

LOGO Business Plan Theory. Contents EXECUTIVE SUMMARYPRODUCTMARKETING PLANNINGMANAGEMENT AND RESOURCE PLANNINGFINANCE AND FEASIBILITY.

Marketing Planning.

1: Marketing Research for Decision Making ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush.

Chapter 8 The Marketing Plan McGraw-Hill/Irwin

© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.

Product Management “Product Management refers to the function of planning, and analysing all internal and external information pertinent to the product.

PLANNING & STRATEGIC MANAGEMENT Chapter 10 Management Mrs. A

0 Glencoe Accounting Unit 1 Chapter 2 Copyright © by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 2, Section 2 Accounting: The Universal.

CHAPTER 2 Winning Markets through Market- oriented Strategic Planning.

CHAPTER 4 PLANNING. Introduction Plans – Methods formulated beforehand for achieving a desired result. – Plans should specify at minimum what will you.

McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved. Example 1-Ad A.

PRODUCT MANAGEMENT MKT531 TOPIC : MARKETING PLAN Prepared for : En. Shamsul Baharin Saihani Prepared by : Faisal Ramadzan ID No. :

© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.

Chapter 18 Consumer Behavior and Pricing Strategy

© 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin.

1 C H A P T E R Overview.

Analysis for Marketing Planning

Objectives Corporate and division strategic planing

Strategy and Ethical Behavior

The Importance of Planning

Chapter 8 The Marketing Plan

Review Summary 29 elements achieved by courses

Presentation transcript:

2-1

McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 2 Marketing Planning

2-3 Marketing Plan A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period.

2-4 Time Horizons for Marketing Plans Time Period Consumer Products Industrial Products Services 1 year62%45%65% 3 years558 5 years15173 Long term436 Indefinite022 Other142816

2-5 Hierarchy of Planning SBU Planning Annual Marketing (Business) Plan Corporate Strategic Planning Group or Sector Planning

2-6 Objectives of a Marketing Plan 1.Define the current business situation. 2.Define problems and opportunities facing the business. 3.Establish objectives. 4.Define the strategies and programs necessary to achieve the objectives.

2-7 Objectives of a Marketing Plan cont. 5.Pinpoint responsibility for achieving product objectives. 6.Encourage careful and disciplined thinking. 7.Establish a customer/competitor orientation.

2-8 Frequent Mistakes in the Planning Process The speed of the Process The Amount of Data Collected Who does the Planning? The Structure Length of the Plan

2-9 Frequent Mistakes in the Planning Process (cont) Number of Courses of Action Considered Who Sees the Plan Not Using the Plan as a Sales Document Insufficient Senior Management Leadership Not Tying Compensation to Successful Planning Efforts Frequency of Planning

2-10 Marketing Planning Sequence Update historical data Data analysis Develop objectives, strategies, programs Develop financial document s Negotiate final plan Measure progress toward objectives Audit Collect current situation data

2-11 Marketing Plan Summary I.Executive summary II.Situation analysis A.Category/competitor definition B.Category analysis C.Company and competitor analysis D.Customer analysis E.Planning assumptions

2-12 Marketing Plan Summary cont. III. Objectives IV. Product/brand strategy V. Supporting marketing programs VI. Financial documents VII. Monitors and controls VIII. Contingency plans