1. Market-Based Management, 4th edition
Building a
Marketing Plan
Chapter Fourteen

2. Building a Marketing Plan
Chapter Fourteen
Building a Marketing Plan
Benefits Provided
Process and Logic (Figure 14-2)
Situation Analysis
Strategic Market Plan
Marketing Mix Strategy
Performance Plan
Sample Plan

3. Building a Marketing Plan
Benefits of Building a Marketing Plan
Identifying Opportunities
Leveraging Core Capabilities
Focused Marketing Strategy
Resource Allocation
Creativity vs. Structure
Formal vs. Informal Market Planning Process
Internal vs. External Motivation (SWOT)

4. The Process of Building a Marketing Plan
Step 1: Situation Analysis
Step 2: SWOT Analysis
Step 3: Strategic Market Plan
Step 4: Marketing Mix Strategy
Adjust Marketing Plan as Necessary
Step 7: Perform Evaluation
Step 6: Marketing Perform Plan
Step 5: Marketing Budget

5. Step 1: Situation Analysis

6. Key Performance Issues
Step 2: Swot Analysis
Internal
External
Strengths
Weaknesses
Opportunities
Threats
Key Performance Issues
Situation Analysis

7. Step 3: Strategic Market Plan
Product-Market Portfolio and Plan Selection based on information uncovered in the Situation and SWOT analyses
Market Attractiveness
Competitive Advantage

8. Step 4: Marketing Mix Strategy
Strategy and Key Performance Issues
Positioning Strategy
Value Proposition
Channel Strategy
Performance Objectives
Marketing Mix Elements
Price
Promotion
Place
Product

9. Step 5: Marketing Budget
What is the purpose of the Marketing Budget?
Three ways to Build a Marketing Budget
1. Top-Down
2. Customer Mix
3. Bottom-Up

10. Step 6: Performance Timeline
What is the purpose of the Performance Timeline績效期限? So that the success or failure of the marketing plan can be evaluated
What are the different approaches to developing a marketing profit plan? ($, Volume, 人)
Performance Metrics:
Share Position
Sales Revenue
Profit Performance
Customer Awareness
Customer Satisfaction
Product Availability
Perceptions of Product and Service Quality
Net Marketing Contribution

11. Step 7: Performance Evaluation
What is Performance Evaluation? p417
Why is Performance Evaluation important? p417
What if the plan is not meeting performance objectives? P418, 419

12. Takeaways/Review Benefits of Building a Marketing Plan
Process of Building a Marketing Plan
Situation Analysis
SWOT Analysis
Strategic Market Plan
Marketing Mix Strategy
Marketing Budget
Performance Timeline
Performance Evaluation
Stericycle Sample Marketing Plan

13. Marketing Performance Tools
Marketing Profit Planning Perspective – Dollar Metric

14. Marketing Performance Tools
Market Profit Planning Perspective – Volume Metric

15. Marketing Performance Tools
Market Profit Planning Perspective – Customer Metric