1. 1-1
Marketing Plan

2. 1-9
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3. Marketing plan objectives
5-6
Marketing plan objectives
Specific, time-defined, measurable
Realistic yet challenging
Consistent with mission and goals
Appropriate for environment, opportunities, and threats
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4. Types of marketing plan objectives
5-7
Types of marketing plan objectives
Marketing objectives
To manage key relationships/activities
Financial objectives
To attain certain financial results
Societal objectives
To achieve social responsibility results
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5. Developing Product and Brand Strategy
6-1
Developing Product and Brand Strategy

6. What can be marketed as a product?
6-2
What can be marketed as a product?
Tangible goods
Services
Places
Ideas
Organizations
People
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7. 6-3
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8. Features, benefits, and services
6-4
Features, benefits, and services
Features
Enable product to perform its function
Benefits
Need satisfaction that customers want
Related services
Deliver benefits valued by customers
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9. Packaging and labeling
6-6
Packaging and labeling
Packaging
For convenience and product safety
Labeling
To communicate contents, uses, warnings
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10. 6-7
Product life cycle
Introduction
Growth
Decline
Maturity
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11. New product development process
6-8
New product development process
Idea generation
Screening of ideas
Initial concept testing
Business analysis
Prototype design
Market testing
Commercialization
Monitoring reaction
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12. How customers define value
8-3
How customers define value
The difference between:
total perceived benefits (features, quality, service, performance, etc.)
and
total perceived price (purchase price, repair costs, shipping costs, etc.)
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13. External influences on pricing
8-7
External influences on pricing
Customers
Perceptions of value, behavior, attitudes
Competitors
Alternatives available to customers
Channel members
Channel profit considerations
Legal, regulatory, ethical concerns
Decision consequences
Presentation © 2005 Marian Burk Wood - all rights reserved

14. 9-3
Planning for IMC
Presentation © 2005 Marian Burk Wood - all rights reserved
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