1. www.mhhe.com/fourps For use only with Perreault and McCarthy texts. © 2006 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin CHAPTER EIGHTEEN CHAPTER EIGHTEEN Developing Innovative Marketing Plans: Appraisal and Challenges

2. 1. 1.Know the content of and differences among strategies, marketing plans, and a marketing program. 2. 2.Know how to prepare a marketing plan and how it relates to the marketing strategy planning process. 3. 3.Understand why marketing must be evaluated differently at the micro and macro levels. 4. Understand why the text argues that micro- marketing costs too much. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin When we finish this lecture you should

3. 5. Understand why the text argues that macro- marketing does not cost too much. 6. Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers’ needs. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin When we finish this lecture you should

4. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Blending the Four Ps Takes Understanding of a Target Market Exhibit 18-1 External Market Environment

5. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Strategy Planning in Action +

6. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Developing Different Marketing Mixes

7. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin S.W.O.T. Analysis

8. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Mix Flows from Target Market Dimensions Exhibit 18-2

9. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Product Life Cycle Guides Planning ( Exhibit 9-2 )

10. © 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Planning Process Is More Than Assembling the Four Ps +

11. Types of Demand-Oriented Pricing Key Parts of a Marketing Plan Special Implementation Special Implementation Customer Analysis Customer Analysis Competitor Analysis Competitor Analysis Company Analysis Company Analysis © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Marketing Plan Brings All the Details Together Marketing Environment Marketing Environment Product Place Promotion Price Forecasts and Timing Forecasts and Timing Control Name of Product-Market Marketing Information Needs

12. Target Market Target Market + Marketing Mix Marketing Mix = Marketing Strategy Marketing Strategy + Other Marketing Plans Other Marketing Plans + Time- Related Details Time- Related Details Marketing Plan Marketing Plan = Other Marketing Plans Other Marketing Plans Time- Related Details Time- Related Details Marketing Plan Marketing Plan Target Market Target Market Marketing Mix Marketing Mix Marketing Strategy Marketing Strategy © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Companies Plan and Implement Whole Marketing Programs A Firm’s Marketing Program A Firm’s Marketing Program =

13. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin How Should Marketers Be Evaluated? +

14. Many Measures for Micro- Marketing Highly Personal Depends On Individual Aspirations Depends On Individual Aspirations Depends On Individual Aspirations A C S I © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Can Consumer Satisfaction Be Measured? Key Issues

15. Lack of Understanding of the Environment Improper Blending of the 4Ps Lack of Interest in Customers Sources of Marketing Inefficiency Improper Blending of the 4Ps Lack of Interest in Customers Sources of Marketing Inefficiency © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Micro-Marketing Often Does Cost Too Much

16. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Macro-Marketing Does Not Cost Too Much +

17. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interactive Exercise: Does Marketing Cost Too Much?

18. Consumers Are Not Puppets Needs and Wants Change Consumers are Too Easily Controlled Advertising Wastes Resources © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Other Criticisms of Macro-Marketing Advertising Wastes Resources

19. Create Values? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does Marketing Make People Materialistic? Does Marketing: OR Appeal to Existing Values?

20. Macro-Marketing Can Be More Difficult Products Improve Quality of Life Not All Needs Are Met © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Reflects Our Own Values Not All Needs Are Met Macro-Marketing Can’t Eliminate Social Problems

21. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Elevating the Wrong Values?

22. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Challenges Facing Marketers Exhibit 18-4 +

23. We Need To Use Technology Wisely We Need To Welcome International Competition We Need More Social Responsibility © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Technology, Globalism, and Social Responsibility

24. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Environment Is Everyone’s Need +

25. Impact on Top Managers Impact on Top Managers Impact on Top Managers Enactment and Enforcement Enactment and Enforcement Enactment and Enforcement Consumer Privacy Consumer Privacy Consumer Privacy Legal vs. Ethical © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Legal and Ethical Concerns Key Issues

26. How Far Does the Marketing Concept Go? Socially Responsible Consumers Consumer-Citizens Should Vote on Changes How Far Does the Marketing Concept Go? Socially Responsible Consumers © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Responsibilities of Consumers and Marketers