Principles and Practice of Marketing David Jobber Chapter 2 Market Planning: An Overview of Marketing

2 D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill Re-definition The marketing planning process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Marketing planning at the business level Marketing planning at the product level

3 D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill Re-definition Planning at the business level Business mission Marketing audit SWOT analysis Marketing objectives Strategic thrust Strategic objectives

4 D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill Planning at the product level Core strategy Marketing mix decisions Organization and implementation Control Target markets Competitive advantage Competitor targets

5 D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill SWOT analysis Opportunities Strengths Threats Weaknesses Internal (controllable) External (uncontrollable) Source

6 D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill Testing core strategy Clearly defines target customers and their needs Resource and managerially supportable Internally consistent Derived to achieve product market objectives Creates a competitive advantage Incurs acceptable risk Core strategy