1. The Marketing Game Plan
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The Marketing Game Plan
6.1 The Game Plan
6.2 Entertainment and Sports Strategies
6.3 Mapping the Plan

2. Winning Strategies AEG
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Winning Strategies
AEG
Anschutz Entertainment Group (AEG) is a key player in movie exhibition
AEG dominates specific markets
second largest promoter of live events in the U.S.
AEG sells more than $500 million in tickets annually
Chapter 6

3. Goals Explain the difference between marketing tactics and strategies.
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Lesson 6.1 The Game Plan
Goals
Explain the difference between marketing tactics and strategies.
Discuss the importance of planning to stay ahead of the competition.
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4. Terms tactic strategies marketing intelligence trade shows Chapter 6
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Terms
tactic
strategies
marketing intelligence
trade shows
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5. MARKETING TACTICS Nike wants to be number one in their market.
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MARKETING TACTICS
Nike wants to be number one in their market.
Nike needs to differentiate itself from Adidas, the market leader.
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Tactics First
tactic
the way a product or service is differentiated in the minds of customers from other competing products or services
the most effective tactics are developed by salespeople
tactics can work their way from salespeople to upper management
Chapter 6

7. Strategies strategies the process by which tactics are implemented
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Strategies
strategies
the process by which tactics are implemented
Chapter 6

8. What is the difference between a tactic and a strategy?
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What is the difference between a tactic and a strategy?
Chapter 6

9. BEATING THE COMPETITION
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BEATING THE COMPETITION
“Winning the game” in business means gaining market share over competitors and making a profit.
requires depth of competitive knowledge
Chapter 6

10. What Information is Needed?
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What Information is Needed?
marketing intelligence
information gathered about competitors
Chapter 6

11. Pricing pricing is very important to customers
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Pricing
pricing is very important to customers
the prices of competitors can influence buying decisions
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Distribution
marketers need to make the product purchase convenient for customers
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13. Product/Service Management
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Product/Service Management
knowing the product and service offerings of competitors can help a business determine how to differentiate its products
Chapter 6

14. Promotional Efforts promotional competitive analysis reveals:
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Promotional Efforts
promotional competitive analysis reveals:
the product characteristics emphasized by competitors
target customers
promotional budgets
Chapter 6

15. Finding the Information
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Finding the Information
Marketing information is critical to help anticipate future moves of the competition.
Chapter 6

16. internet efficient searching leads to effective results company name
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internet
efficient searching leads to effective results
company name
keywords
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observations
combining the insights of a variety of salespeople can provide valuable competitive information
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18. trade shows major events where people in a related industry meet to
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trade shows
major events where people in a related industry meet to
show their products
exchange ideas
learn about the latest trends
valuable source of competitive information
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19. 01/17/11
customers
customer feedback is critical for fine tuning marketing plans
can provide competitive information
Chapter 6

20. 01/17/11
Give three examples of marketing intelligence information that might be collected by a movie theater.
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21. Lesson 6.2 Entertainment and Sports Strategies
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Lesson 6.2 Entertainment and Sports Strategies
Goals
Explain the importance of learning from customers.
Discuss sports marketing strategies.
Discuss entertainment marketing strategies.
Chapter 6

22. Terms marketing plan interpretation applied research touchpoints
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Terms
marketing plan
interpretation
applied research
touchpoints
Chapter 6

23. DATA-DRIVEN DECISIONS
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DATA-DRIVEN DECISIONS
marketing plan
a document that describes the tactics and strategies that will be used to market the product or service
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24. raw data the facts and recorded measures that have been gathered
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raw data
the facts and recorded measures that have been gathered
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25. Interpretation interpretation
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Interpretation
interpretation
explaining the information so that it has meaning
drawing conclusions that relate to the defined marketing research problem
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26. Applied Research applied research touchpoints
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Applied Research
applied research
conducted to solve specific problems
touchpoints
the points at which the business makes contact with the customers
web site visits s
phone calls
advertisements
one-on-one sales pitches
Chapter 6

27. Explain what Peter Drucker’s definition of marketing means.
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Explain what Peter Drucker’s definition of marketing means.
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28. SPORTS MARKETING STRATEGIES
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SPORTS MARKETING STRATEGIES
Fans are necessary for the longevity of a team.
Using research to form the right tactics to attract fans is a challenge for teams.
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29. Fans Rule Competition for fans is fierce.
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Fans Rule
Competition for fans is fierce.
Adidas and Nike have different tactics and strategies to compete for soccer fans.
Adidas provides soccer balls for the World Cup and promotes customizable soccer cleats.
Nike is filling a niche for street-ready soccer merchandise and is sponsoring a number of major international soccer teams.
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30. What drives professional sports teams’ marketing plans? Explain why.
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What drives professional sports teams’ marketing plans? Explain why.
Chapter 6

31. ENTERTAINMENT MARKETING STRATEGIES
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ENTERTAINMENT MARKETING STRATEGIES
The movie and music industries use many of the same strategies used in sports marketing to attract customers.
Determining the new tactic first and then figuring the strategies that will drive sales is the key.
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32. Capitalizing on Controversy
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Capitalizing on Controversy
Sony carefully developed a tactic and a strategy for promoting The DaVinci Code.
provided a website for religious dialogue
avoided overexposure prior to the movie’s release
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33. Concert Pricing Strategies
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Concert Pricing Strategies
Indoor concerts are more economical to produce than outdoor concerts.
A smaller indoor concert may be more profitable than a larger outdoor concert.
Chapter 6

34. Industry consolidation has lead to decreased competition.
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Industry consolidation has lead to decreased competition.
Declining profits are prompting concert promoters to re-evaluate pricing strategies.
Chapter 6

35. A Little Music with Your Coffee?
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A Little Music with Your Coffee?
Starbuck’s Entertainment
connects Starbuck’s brand with entertainment
By 2005, Starbucks sold 3.5 million CDs.
Chapter 6

36. Why would a coffee shop add entertainment items to its menu?
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Why would a coffee shop add entertainment items to its menu?
Chapter 6

37. Lesson 6.3 Mapping the Plan
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Lesson 6.3 Mapping the Plan
Goals
Explain how marketers determine direction and focus for a marketing plan.
List and describe the components of a marketing plan.
Chapter 6

38. Terms mission statement mass market product portfolio test marketing
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Terms
mission statement
mass market
product portfolio
test marketing
Chapter 6

39. KNOW WHERE YOU ARE HEADED
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KNOW WHERE YOU ARE HEADED
mission statement
identifies the nature of the business and the reason it exists
All tactics and strategies should be built around the mission statement.
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40. A Sense of Direction mass market a broad group of customers Chapter 6
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A Sense of Direction
mass market
a broad group of customers
Chapter 6

41. product portfolio test marketing
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product portfolio
all the products a company has available at any one time
test marketing
where the sales potential for a new product is tried in a small market prior to its final release
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42. 01/17/11
Explain the importance of a company’s mission statement to the marketing plan.
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43. 01/17/11
THE PLAN
The marketing plan is a detailed document that further provides a detailed description of how the tactics and strategies will be implemented.
Chapter 6

44. Components of a Marketing Plan
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Components of a Marketing Plan
A marketing plan should be guided by the current and future needs of customers.
Chapter 6

45. Analysis The Mission Statement Marketing Information
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Analysis
The Mission Statement
The marketing plan must be in agreement with the mission statement.
Marketing Information
Information is gathered, analyzed, interpreted and used to make business decisions.
Chapter 6

46. The Tactic describes product or service differentiation
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The Tactic
describes product or service differentiation
should pinpoint a gap that is not be filled by another product or service
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47. Strategy describes the marketing mix Product/Service
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Strategy
describes the marketing mix
Product/Service
the identified need is the basis for the development of the product or service
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48. The Distribution System
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The Distribution System
describes how the product or service will be made available to customers
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49. 01/17/11
Pricing
The price must be set where revenues will be maximized to cover all costs and provide a profit.
Chapter 6

50. Promotional Strategies
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Promotional Strategies
how the product will be positioned in the minds of customers
advertising
publicity
sales promotion
personal selling
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51. Financing Risk Management
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Financing
disclosure of all expected costs and revenues
might indicate need for additional funding
Risk Management
outlines possible risks and strategies for minimizing the risks
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52. Implementation Timeline Assignments of Responsibility
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Implementation
Timeline
start with completion date and plan backwards
specify event sequencing
Assignments of Responsibility
specify who is responsible for each component of the plan
Internal Communication System
define how all key organizational members will be kept informed of the plan
provide a feedback mechanism
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53. Selling Review and Evaluation defines how direct sales will be handled
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Selling
defines how direct sales will be handled
Review and Evaluation
define mileposts for progress checks of the plan
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54. 01/17/11
Look to the Future
Organizations should have future products planned while current products are still experiencing strong sales.
Marketing plans require periodic revisions.
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55. 01/17/11
Why must the marketing plan include intervals for review and evaluation?
Chapter 6

56. PERFORMANCE INDICATORS EVALUATED
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PERFORMANCE INDICATORS EVALUATED
Develop a written business plan for a start- up business.
Identify the customer base and demographics for the target market.
Demonstrate knowledge and understanding of entrepreneurship.
Chapter 6

57. Analyze financial data and determine appropriate pricing strategies.
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Communicate research in a clear and concise manner both orally and in writing.
Demonstrate effective persuasive and informative communication and presentation skills.
Identify customer relations and promotion related to successful businesses.
Analyze financial data and determine appropriate pricing strategies.
Chapter 6

58. 01/17/11
THINK CRITICALLY
Why is a detailed business plan so important when starting a business that offers a new product or service?
Why is the Executive Summary the most important part of the business plan?
Chapter 6

59. 01/17/11
Why is it important to look at the competition when preparing a business plan?
What is the value of surveying the target market when preparing a business plan?
Chapter 6