TAILIEUCHUNG - Lecture Basic Marketing: A global-managerial approach: Chapter 21 - William D. Perreault, E. Jerome McCarthy

In this chapter you will: Know the content of and differences among strategies, marketing plans, and a marketing program; Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps; understand why the product classes and typical mixes should be considered when developing a marketing plan;. | Chapter 21: Developing Innovative Marketing Plans When you finish this chapter, you should 21-2 Chapter 21 Objectives 1. Know the content of and differences among strategies, marketing plans, and a marketing program. 2. Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps. 3. Understand why the product classes and typical mixes should be considered when developing a marketing plan. 4. Understand ways the marketing strategy and marketing plan is likely to need to change at different stages of the product life cycle. 5. Understand the basic forecasting approaches and why they are used to evaluate the profitability of potential strategies. 6. Know what is involved in preparing a marketing plan, including estimates of costs and revenue and specification of other time-related details 7. Understand the different ways a firm can plan to become involved in international marketing. 8. Understand the important new terms. 21-3 Strategy Plan Program Strategies, Plans, and Programs Summary Overview Strategy 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 - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing strategy
• Developing innovative marketing plans
• Marketing strategy planning process
• Forecasting market potential
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing opportunities
• Strategic market planning
• Marketing plans
• 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
• Channel systems
• Vertical Marketing systems