Lecture Basic Marketing: A global managerial approach - Chapter 19: Developing innovative marketing plans

In this chapter you will learn: Know the content of and differences among strategies, marketing plans, and a marketing program; know how to use S.W.O.T. analysis and other planning approaches to zero in on a marketing strategy that fits the firm''s objectives and resources and meets customers'' needs; understand why the product classes and typical mixes are a good starting point for planning;...

Chapter 19:    Developing Innovative Marketing Plans For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategies, Plans, and Programs Strategy Plan Program 19­2 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Market Planning Process N Narrowing down to focused strategy Customers Needs and other Segmenting Dimensions S W O T Company Objectives & Resources Segmentation & Targeting Positioning& Differentiating Product Place Target Market Price Promotion Competitors Current & Prospective Technological    External Political & Legal Social & Cultural Economic 19­3 Market Environment Exhibit 19­1 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited S.W.O.T Analysis Strengths Internal Factors Weaknesses 19­4 Opportunities Strategy Planning External Factors Threats For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Forecasting Market Potential and Sales Factor Method Time Series Trend Extension Sales Forecast Leading Series Key Terms and Concepts in Forecasting Market Potential 19­5 Indices Jury of Executive Opinion For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Straight-Line Trend Projection Dollars Trend Actual sales Years A trend extension simply extends past experience  into the future.  When factors influencing sales are  predictable, this can be useful.  A weakness in this  method though is that conditions tend to change  more often than they stay the same Exhibit 19­4 19­6 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Spreadsheet “What If” Questions A spreadsheet can be used to compare estimated  sales, costs, and profits for “reasonable”  alternative marketing mixes.  Manipulation of any  element of the mix allows for quick assessment of  likely outcomes 19­7 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Planning for International Marketing Exporting ?????? ?????? ?????? ?????? ?????? 19­8 Licensing Contract Manufacturing Management Contracting Joint Venturing Wholly Owned Subsidiaries For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited  ... McGraw-Hill Ryerson Limited Spreadsheet “What If” Questions A spreadsheet can be used to compare estimated  sales, costs, and profits for “reasonable”  alternative marketing mixes.  Manipulation of any ...Strategies, Plans, and Programs Strategy Plan Program 19­2 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Market Planning... Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Forecasting Market Potential and Sales Factor Method Time Series Trend Extension Sales Forecast Leading