Marketing bán hàng - Chapter 21: Developing innovative marketing plans

Chapter 21: Developing Innovative Marketing PlansWhen you finish this chapter, you should21-2Chapter 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.21-3StrategyPlanProgramStrategies, Plans, and Programs1 Overview of the marketing strategy planning processCustomersNeeds and otherSegmentingDimensionsCompanyObjectives & ResourcesCompetitorsCurrent &ProspectiveS.W.O.T.wdpTargetMarketProductPlacePromotionPrice External Market EnvironmentTechnological Political & LegalSocial & Cultural EconomicSegmentation& TargetingDifferentiation & PositioningNarrowing down to focused strategy with quantitative and qualitative screening criteriaExhibit 21-121-4External FactorsStrategyPlanningInternal FactorsStrengthsOpportunitiesWeaknessesThreats21-5S.W.O.T. AnalysisTrend ExtensionLeading SeriesIndicesSales ForecastKey Termsand ConceptsinForecastingFactor MethodTime SeriesMarket PotentialJury of Executive Opinion21-6Forecasting Market Potential and SalesA trend extension simply extends past experience into the future. When factors influencing sales are predictable, this can be useful. A weakness in this method though is that conditions tend to change more often than they stay the same.Exhibit 21-4YearsDollars0Actual salesTrend21-7Straight Line Trend ProjectionA spreadsheet can be used to compare estimated sales, costs, and profits for “reasonable” alternative marketing mixes. Manipulation of any element of the mix allows for quick assessment of likely outcomes.Exhibit 21-721-8Spreadsheet “What If” QuestionsExportingLicensingContract ManufacturingManagement ContractingJoint VenturingWholly-OwnedSubsidiaries??????????????????????????????21-9Planning for International MarketingS.W.O.T. AnalysisMarket PotentialSales ForecastTrend ExtensionFactor MethodFactorTime SeriesLeading SeriesIndicesJury of Executive OpinionSpreadsheet AnalysisExportingLicensingContract ManufacturingManagement ContractingJoint VenturingWholly Owned SubsidiaryMultinational Corporations21-10Key Terms