Chapter 2: the check list of marketing plan Flashcards
function of marketing plan
Central instrument for directing and coordinating all marketing efforts
The Necessary Contents of a Marketing Plan
- Executive summary and table of contents
- Analysis of Marketing Opportunity
- Marketing Strategy
- Implementation Strategy: Action Plan
- Financial Projections and Evaluation Measures
when do Analysis of Marketing Opportunity, what should we consider?
Current marketing situation
Opportunity and issue analysis
Objectives
when do we use SWOT
Analysis of Business Strengths & Weaknesses and the environmental threads and opportunities
what 3 parts should be considered in a marketing strategy
- segment and positioning
- opportunities/strengths of each of the segments/positioning
- Portfolio analysis
what is BCG
Boston Consulting Group’s (bcg) growth-share matrix
the fours aspects to think of when positioning a product BCG
- estimated market’s growth rate
- target goal of market share
- where to locate and where to end
def. strategy:
- organization’s long term plan of action
- to deliver unique customer value/experience and achieve its objectives.
4 Elements of the value chain of a company
research and development: upstream–> production: up–> marketing: down –> sale and service:down
2 types of organizations
business firm and non-profit-org
def. business firm
- a privately or publicaly owned organization
- serves its customers in order to earn a profit (Total revenues - Total costs).
def. non-profit orgnization
- a nongovernmental organization
- serves its customers but profit is NOT an organizational goal.
the four levels of an organization
- board of directors
- corporate-level
- business unit-level
- functional-level
which level of an org. take the top role of management?
corporate-level
which level of an org. take the top role of management?
corporate-level
T/F marketing department of an org takes the main role of marketing
F
marketing works at each of the level in an org. to help the orgnization succeed
T/F marketing department of an org takes the main role of marketing
F
marketing works at each of the level in an org. to help the organisation succeed
which level of an org. take the top role of enforcement?
Functional level (departments)
what are the three levels of strategic plan
organizational foundation
organizational direction
organizational strategies
organizational foundation: function
- define the mission and values, create an org culture
organizational direction: function
- set objectives and goals
organizational strategies: functions
- design business portfolio: products, service
- a. Move from corporate level to functional level
b. The strategy varies far differently from the type of offering: service/products/ideas
def. mission
a statement of the orgnization’s function in society
def: goals and objectives
a targeted level of performance set in advance of work
