Professional Documents
Culture Documents
Developing Innovative
Marketing Plans
www.mhhe.com/fourps
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The
Development
Marketing Plansand
(Exhibit
21-1)
Strategy
Planning,ofImplementation,
Control
(Exhibit 21-1)
Blending the
marketing mix
Forecasting the
target market
potential & sales
Writing marketing
plans
S.W.O.T. Analysis
S.W.O.T. Analysis
Previous
Previous years
years
total
total food
food sales
sales
in
in Denver,
Denver, CO:
CO:
$4,700,116,000
$4,700,116,000
Bread
Bread
producers
producers
estimated
estimated
sales:
sales:
$4,700,116
$4,700,116
Time
Time Series
Series
Leading
Leading Series
Series
Indices
Indices
Estimates
Estimates from
from
Sales
Sales People
People
Key
Methods
Surveys,
Surveys,
Panels,
Panels,
Market
Market Tests
Tests
Marketing
Mix
Price
Selling
Cost
Advertising Total
Cost
Units
Sales
Revenue
Total
Cost
Total
Profit
Marketing
Mix
Price
Selling
Cost
Advertising Total
Cost
Units
Sales
Revenue
Total
Cost
Total
Profit
Name
Name of
of
ProductProductMarket
Market
Product
Product
Customer
Customer
Analysis
Analysis
Competitor
Competitor
Analysis
Analysis
Company
Company
Analysis
Analysis
Place
Place
Types
of
Key
Parts
Demand-Oriented
of a
Marketing
PricingPlan
Marketing
Marketing
Information
Information
Needs
Needs
Promotion
Promotion
Price
Price
Special
Special
Implementation
Implementation
Forecasts
Forecasts and
and
Timing
Timing
Control
Control
Target
Target
Market
Market
+
Marketing
Marketing
Mix
Mix
Marketing
Marketing
Strategy
Strategy
+
TimeTimeRelated
Related
Details
Details
Marketing
Marketing
Plan
Plan
+
Other
Other
Marketing
Marketing
Plans
Plans
AA Firms
Firms
Marketing
Marketing
Program
Program
Lower
Lower Levels
Levels of
of
Involvement
Involvement
Exporting
Licensing
Contract
manufacturing
Management
contracting
Lower
Lower Levels
Levels of
of
Involvement
Involvement
Exporting
Licensing
Contract
manufacturing
Management
contracting
Higher
Higher Levels
Levels
of
of Involvement
Involvement
Joint
venturing
Wholly owned
subsidiaries
Multinational
corporations
You now
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You now
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7.
Key Terms
S.W.O.T. analysis
Market potential
Sales forecast
Trend extension
Factor method
Factor
Time series
Leading series
Indices
Jury of executive
opinion
Spreadsheet
analysis
Exporting
Licensing
Contract
manufacturing
Management
contracting
Joint venturing
Wholly-owned
subsidiary
Multinational
corporations