TAILIEUCHUNG - Lecture Basic Marketing: A global managerial approach - Chapter 19: Developing innovative marketing plans

In this chapter you will learn: Know the content of and differences among strategies, marketing plans, and a marketing program; know how to use . analysis and other planning approaches to zero in on a marketing strategy that fits the firm's objectives and resources and meets customers' needs; understand why the product classes and typical mixes are a good starting point for planning;. | Chapter 19: Developing Innovative Marketing Plans 19-2 Strategy Plan Program Strategies, Plans, and Programs Summary Overview Strategic planning is complex, but is guided by basic principles. Among these is the marketing concept that emphasizes the concentration of all a firm’s activities into meeting the needs of its target markets -- at a profit. From a planning perspective it is useful to differentiate strategies, plans, and programs. Strategies Plans and Programs Marketing Strategy. The marketing strategy consists of a target market and a marketing mix. This is the “big picture” of what the firm will do in some target market. Teaching Tip: Strategy explains what and why of company marketing action. Marketing Plan. The marketing plan includes time-related details, including expected costs and revenues, for the marketing strategy. Teaching Tip: Plans answer the where, when, who, and how of company marketing action. Marketing Program. The marketing program is a combination of different marketing plans coordinated into an overall marketing effort by the responsible marketing manager. Blending the Four Ps. The individual decisions made for each of the four Ps is guided by the need to develop logical and coherent strategies, plans, and programs. Each P describes a separate function that requires managerial decision-making. But those decisions are not made in isolation. They affect and are affected by the decisions made for every other P. And the 4Ps in turn are developed in combination to support the marketing strategy. Customers Needs and other Segmenting Dimensions Company Objectives & Resources Competitors Current & Prospective S. W. O. T. Target Market Product Place Promotion Price Segmentation & Targeting Positioning& Differentiating Exhibit 19-1 External Market Environment Technological Political & Legal Social & Cultural Economic 19-3 N Strategic Market Planning Process Narrowing down to focused strategy Summary Overview This summary overview of the strategic

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Marketing plans
• Developing innovative marketing plans
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing strategy
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• Marketing environment
• Competitive environment
• Integrated marketing communications
• Strategic distribution
• Controlling marketing plans
• Total quality management
• Marketing management process
• Marketing strategy planning process
• Forecasting market potential
• Channel systems
• Vertical Marketing systems