Ch2 - MKTG Planning

Ch2 - MKTG Planning - StrategicMarketingPlanning (Ch2)...

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Principles of Marketing 1 Strategic Marketing Planning  (Ch2)
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Learning Objectives 2 Know the Steps in Marketing Planning Process Know how to use Tools/Methods for Marketing Planning SWOT Analysis Market Share / Market Growth Matrix (BCG) Understand elements of Marketing Strategy
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STEPS IN THE  MARKETING  PLANNING PROCESS 3 Marketing Planning Process
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Travel Budget: Marketing by the  Numbers 4 Net Sales $800,000,000 Cost of goods sold 375,000,000 Gross Margin $425,000,000 Marketing Expenses Sales expenses $70,000,000 Promotion expenses 30,000,000 100,000,000 General and Administrative Expenses Marketing salaries and expenses $10,000,000 Indirect overhead 60,000,000 70,000,000 Net profit before income tax $255,000,000
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Q1 5 1. Calculate the net marketing contribution (NMC) for this company. (AACSB: Communication; Analytic Thinking).
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6 NMC = net sales - cost of goods sold - marketing expenses where, marketing expenses = selling expenses + promotion expenses + marketing salaries and
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Ch2 - MKTG Planning - StrategicMarketingPlanning (Ch2)...

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