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PLANNING AND CONTROL

This outline covers the essential components of marketing management planning and control, focusing on the December 13, 1997 session featuring Harley-Davidson. It includes presentations, a short video on Harley-Davidson, and a detailed approach to planning and controlling marketing activities. Key topics include a review of planning activities, steps for implementation, SWOT analysis, target market positioning, marketing mix insights, evaluation methods, scheduling, and contingency planning. Additionally, it discusses necessary feedback mechanisms for future adjustments, sales analysis, performance evaluation, and marketing audit findings.

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PLANNING AND CONTROL

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  1. PLANNING AND CONTROL Marketing Management Session 13 December 5, 1997

  2. SESSION OUTLINE • Harley-Davidson presentations • Short video on H-D • Planning the marketing activities • Controlling the marketing activities • Review

  3. PLANNING MARKETING ACTIVITIES • Sequence of steps: putting everything together • SWOT analysis - including segmentation • Target market and positioning • Marketing mix (see Exhibit 19-2) • including evaluation methods • Schedule • Contingency plan (aka. «plan B»)

  4. CONTROLLING MARKETING ACTIVITIES • Necessary feedback for adjustments and future plans • 80/20 rule • Sales analysis • Performance analysis • Cost analysis • Marketing audit

  5. WHAT HAVE WE LEARNED?

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