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Chapter 2. the marketing plan. Section 2.1 Marketing Planning. Section 2.2 Market Segmentation. Marketing Planning. Section 2.1. CONNECT Suppose you had to market yourself as a student. What are your strengths?. Marketing Planning. Section 2.1. Learn how to conduct a SWOT analysis.

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Section 2.1 Marketing Planning


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    1. Chapter 2 the marketing plan Section 2.1 Marketing Planning Section 2.2 Market Segmentation

    2. Marketing Planning Section 2.1 CONNECT Suppose you had to market yourself as a student. What are your strengths?

    3. Marketing Planning Section 2.1 • Learn how to conduct a SWOT analysis. • List the three key areas of an internal company analysis. • Identify the factors in a PEST analysis. • Explain the basic elements of a marketing plan.

    4. Marketing Planning Section 2.1 A company looks at itself and the world around it to create a marketing plan for reaching goals.

    5. Marketing Planning Section 2.1 • SWOT analysis • PEST analysis • marketing plan • executive summary • situation analysis • marketing strategy • sales forecasts • performance standard

    6. Marketing Planning Section 2.1 Marketing Plan

    7. Marketing Planning Section 2.1 Marketing Plan

    8. Marketing Planning Section 2.1 SWOT Analysis prepares a company for competition or a changing marketplace SWOT Analysis provides guidance and direction for future marketing strategies SWOT analysis An assessment of a company’s strengths and weaknesses and the opportunities and threats that surround it; SWOT: strengths, weaknesses, opportunities, threats.

    9. Marketing Planning Section 2.1 SWOT Analysis

    10. Marketing Planning Section 2.1 Internal Strengths and Weaknesses The three C’s of internal analysis C ompany Strengths and weaknessesare internal factors that affecta business’s operation. C ustomers C ompetition

    11. Marketing Planning Section 2.1 Internal Strengths and Weaknesses Company Staff CompanyAnalysis ProductionCapabilities FinancialSituation

    12. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    13. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    14. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    15. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    16. . Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    17. . Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    18. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    19. Marketing Planning Section 2.1 Internal Strengths and Weaknesses .

    20. Marketing Planning Section 2.1 Internal Strengths and Weaknesses Who are the customers? How do groups of customers differ from one another? What do customer surveys andcustomer interviews reveal? What, when, where, and how much do they buy? How do customers rate the company on quality, service, and value? Is your customer base increasing or decreasing? Why?

    21. Marketing Planning Section 2.1 Internal Strengths and Weaknesses What is the company’s market share? Questions that help a company analyze its internal competitive position: What advantages does the company have over its competitors? What core competencies does the company possess? Are competitors taking business away? Why?

    22. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

    23. Marketing Planning Section 2.1 PEST Analysis Political Economic Four Factors of a PEST Analysis Socio-Cultural Technological PEST analysis Scanning of outside influences on an organization.

    24. Marketing Planning Section 2.1 PEST Analysis PoliticalIssues Government affects business operations • Recession • Unemployment • Currency Rates • Import Pricing • Trade Restrictions EconomicIssues Socio-Cultural Factors Changes in attitudes, lifestyles, and opinions provide opportunities and threats Companies must embrace technology and innovate to stay competitive Technology

    25. Marketing Planning Section 2.1 PEST Analysis Economic Factors

    26. Marketing Planning Section 2.1 PEST Analysis Economic Factors

    27. Marketing Planning Section 2.1 Writing a Marketing Plan Marketers create a marketing plan to communicate aspects such as: Analysis and Research marketing Plan A formal written document that directs a company’s activities for a specific period of time. Goals Objectives Strategies

    28. Marketing Planning Section 2.1 Writing a Marketing Plan ExecutiveSummary executive summary A brief overview of the entire marketing plan. SituationAnalysis situation analysis The study of the internal and external factors that affect marketing strategies Elements of aMarketing Plan Objectives MarketingStrategies Implementation marketing strategies Strategy that identifies target markets and sets marketing mix choices that focus on those markets Evaluation and Control

    29. Marketing Planning Section 2.1 Writing a Marketing Plan Single-Minded Specific Useful Objectives Measurable Time Framed

    30. Marketing Planning Section 2.1 Writing a Marketing Plan Marketing Plan Objectives

    31. Marketing Planning Section 2.1 Writing a Marketing Plan Marketing Plan Objectives

    32. Marketing Planning Section 2.1 Writing a Marketing Plan A superiordistributionsystem The quality ofthe product Key Point Differences A morecompetitive pricingstructure A more creativead campaign

    33. Marketing Planning Section 2.1 Writing a Marketing Plan Implementation Schedule of activities Job assignments sales forecasts The projection of probable, future sales in units or dollars. Sales forecasts Budgets Details of each activity Who is responsible for each activity

    34. Marketing Planning Section 2.1 Writing a Marketing Plan Performance standards help assess Marketing Objectives performance standard An expectation for performance that reflects the plan’s objectives. Financial Objectives Marketing Mix Strategies

    35. Marketing Planning Section 2.1 Writing a Marketing Plan

    36. Marketing Planning Section 2.1 Writing a Marketing Plan

    37. Marketing Planning Section 2.1 Section 2.1 1. Explain the four aspects of a SWOT analysis and tell how it fits into a marketing plan. • Four aspects of a SWOT analysis: • internal strengths • weaknesses • external opportunities • threats The results of a SWOT analysis are reported in the situational analysis of a marketing plan.

    38. Marketing Planning Section 2.1 Section 2.1 2. List the four areas that are investigated in PEST analysis and explain why the knowledge gained can be valuable to a company. • External threats and opportunities include • competition • environmental scan of political issues • economic factors • socio-cultural factors • technological changes An accurate analysis of those factors helps a company prepare for threats such as competition or a changing marketplace.

    39. Marketing Planning Section 2.1 Section 2.1 3. Describe how the marketing mix relates to the implementation of a marketing plan. • The marketing process keeps going through three phases: • planning • implementation • control The marketing audit at the end of the process evaluates a company’s marketing objectives, strategies, budgets, organization, and performance. It identifies problem areas in marketing operations. A marketing audit is done on a formal basis once a year and on an informal basis continuously.

    40. Market Segmentation Section 2.2 CONNECT Think of all the ways a marketer might describe you as a consumer. Begin with your age and gender, then get more specific about your shopping and requirements.

    41. Market Segmentation Section 2.2 • Explain the concept of market segmentation. • Analyze a target market. • Differentiate between mass marketing and market segmentation.

    42. Market Segmentation Section 2.2 The key to marketing is to know your customer or target market. Market segmentation helps identify the target market.

    43. Market Segmentation Section 2.2 • market segmentation • demographics • disposable income • discretionary income • geographics • psychographics • mass marketing

    44. Market Segmentation Section 2.2

    45. Market Segmentation Section 2.2

    46. Market Segmentation Section 2.2 Identifying and Analyzing Markets Age Price market segmentation The process of classifying people who form a given market into even smaller groups. Market Segmentation DesiredFeatures

    47. Market Segmentation Section 2.2 Identifying and Analyzing Markets GovernmentData PrivateResearch TradeAssociations CompanyResearch A company gathers data from multiple sources.

    48. Market Segmentation Section 2.2 Types of Segmentation Demographic Geographic Psychographic Behavioral Age Gender Income Marital status Ethnic background Local State Regional National Global Attitudes Opinions Interests Activities Personality Values Shopping Patterns Decision-making process demographic Statistics that describe a population in terms of personal characteristics such as age, gender, income, marital status, and ethnic background. psychographic Grouping people with similar attitudes, interests, and opinions, as well as lifestyles and shared values.

    49. Market Segmentation Section 2.2 Types of Segmentation Labels Used to Segment by Generation Baby Boom Generation Generation X Generation Y

    50. Market Segmentation Section 2.2 Types of Segmentation Income DisposableIncome DiscretionaryIncome disposable Income Money left after taking out taxes. discretionary income Money left after paying for basic living necessities such as food, shelter, and clothing.