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Appendix A

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					Marketing Planning and Strategies* (Appendix A)

I.    Mission

II.   Objectives*
                                                      USAToday AdMeter
          A. Profit (Financial)
          B. Nonprofit (Personal, Societal)

III. Corporate Strategy
         A. Business Definition (What needs/wants do we meet?)
         B. Competitive Emphasis (How can we reach our objectives? e.g., growth, 249-250)

IV. Business Unit Strategy
         A. Competitive Advantage (e.g., price, differentiation)
         B. Products (Brands, Portfolios, Lines, Assortments, e.g. Product Portfolio Analysis 247-250)

V. Operating Strategies- Planning and Implementing the Marketing Plan
        A. Marketing Objectives (e.g., Market Share, Sales)
        B. SWOT (Strengths, Weaknesses, Opportunities, Threats)
             1. Microenvironment
             2. Macroenvironment
        C. Marketing Strategies
             1. Market Segmentation (Chapter 6)
             2. Target Market Selection
             3. Marketing Mix Strategies (4Ps) & Budgets
             4. Sustainable Competitive Advantage
        D. Implementation (Tactics)
        E. Controls
             1. Steps
                a. Establish Performance Standards
                b. Measure and Evaluate Actual Performance (Relative to Standards)
                c. Take Remedial Actions if Necessary
             2. Methods* (e.g., Sales Analysis, Marketing Cost Analysis, Marketing Audit)

				
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