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Introduction to Marketing Planning. New Brand Monk AdAd Problems Second life Facebook Solid Ink New Brand Monk AdAd Problems Second life Facebook Solid.

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Presentation on theme: "Introduction to Marketing Planning. New Brand Monk AdAd Problems Second life Facebook Solid Ink New Brand Monk AdAd Problems Second life Facebook Solid."— Presentation transcript:

1 Introduction to Marketing Planning

2 New Brand Monk AdAd Problems Second life Facebook Solid Ink New Brand Monk AdAd Problems Second life Facebook Solid Ink

3 Todays discussion Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation Understand markets and Customers Plan Segmentation, Targeting, and Positioning Plan Direction, Objectives and marketing Support Develop Marketing Strategies and Programs Prepare to Track Progress and Control the Plan Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation Understand markets and Customers Plan Segmentation, Targeting, and Positioning Plan Direction, Objectives and marketing Support Develop Marketing Strategies and Programs Prepare to Track Progress and Control the Plan

4 Preparing for Marketing Planning Primary Marketing Tools 4 Ps Supporting the Marketing Mix Guiding Principles Expect Change Emphasize Relationships Involve Everyone Seek Alliances Be Innovative Preparing for Marketing Planning Primary Marketing Tools 4 Ps Supporting the Marketing Mix Guiding Principles Expect Change Emphasize Relationships Involve Everyone Seek Alliances Be Innovative

5 Overview of Marketing Planning Nestle China Turkey India Nestle China Turkey India

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7 Crash testCrash test MG 66 Crash testCrash test MG 66

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12 Marketing Plan Part I Part II Part III Part IV Marketing Plan Part I Part II Part III Part IV

13 Research and Analyze the Current Situation Starbucks (Joe magazine) Sony (New Competition from new rivals) Michaels Stores (Scrapbooking near term sales increasing 40% a year)Scrapbooking

14 Understand markets and Customers Segmentation Targeting Positioning Segmentation Targeting Positioning

15 Objectives and marketing Support What makes a good objective? Sustainable Marketing The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations Fed Ex cutting air pollution 30,000 low- emission diesel-electric vans over the next decade. What makes a good objective? Sustainable Marketing The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations Fed Ex cutting air pollution 30,000 low- emission diesel-electric vans over the next decade.

16 Marketing Strategies and Programs

17 Marketing Control On going process continuous process Living.com upscale furniture store on-lineon-line Few upscale manufacturers wanted to sell on-line Thought customers would browse in store and buy on-line (opposite happened) Failed to account for returned merchandize (just threw it away)

18 Marketers need to develop Knowledge of markets and customers Core Competencies Relationships Knowledge of markets and customers Core Competencies Relationships

19 Primary Marketing tools

20 Supporting the Marketing Mix Service is the key

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23 Calvin Ball When the ball goes up the rules change

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25 Be Innovative

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