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Should be realistic.
Should be specific.
Should fit the market environment.
Should be based on distinctive
competencies.
Should be motivating.
Market Penetration
– Existing markets, existing products
Market Development
– New markets, existing products
Product Development
– Existing markets, new products
Diversification
– New products, new markets
Copyright 2007, Prentice Hall, Inc. 2-14
Planning Marketing
Components include:
– Company’s value chain
• Each department is a link
– Distributors
– Suppliers
– Customers
Improved performance in delivery value
to customers is the goal.
Copyright 2007, Prentice Hall, Inc. 2-16
Market Segmentation
Product: Place:
– Variety, quality, – Channels, coverage,
design, features, logistics, locations,
brand name, transportation,
packaging and assortments and
services. inventory.
Promotion: Price:
– Advertising, sales – List price, discounts,
promotion, public allowances, payment
relations and period and credit
personal selling. terms.
Copyright 2007, Prentice Hall, Inc. 2-21
The 4 Ps & the 4 Cs
of the Marketing Mix
4 Ps – 4 Cs –
Seller’s View Buyer’s View
– Product – Customer Solution
– Price – Customer Cost
– Place – Convenience
– Promotion – Communication
Strengths:
Internal capabilities that may help a
company reach its objectives.
Weaknesses:
Internal limitations that may interfere
with a company’s ability to achieve its
objectives.
Opportunities:
External factors that the company may
be able to exploit to its advantage.
Threats:
Current and emerging external factors
that may challenge the company’s
performance.
1. Executive summary
2. Current marketing situation
3. Analysis of threats and opportunities
4. Objectives for the brand
5. Marketing strategy
6. Action programs
7. Marketing budget
8. Controls
Copyright 2007, Prentice Hall, Inc. 2-26
Marketing Department
Organization
Functional Organization:
Each marketing activity is headed by a
functional specialist.
– Sales Manager
– Advertising Manager
– Director of Marketing Research
– Customer Service Manager
– New Product Manager
Geographic Organization:
Sales and marketing people are
assigned to specific countries, regions,
and districts.
Combination Organization:
Use some combination of the previous
four approaches.
– This is especially true in large companies
(e.g., Procter & Gamble)
Copyright 2007, Prentice Hall, Inc. 2-29
Marketing Control Process
Set Goals
Measure Performance
Evaluate Performance
Take Corrective Action
Operating Control
– Evaluates performance against the plan
and takes corrective action.
Strategic control
– Evaluates whether strategies match
opportunities.
• The marketing audit is major tool.