topic+marketing+planning+handbook

topic+marketing+planning+handbook - Marketing Research:...

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Marketing Research: marketing planning handbook Taewon Suh, PhD
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definitions Marketing planning: the structured process of determining how to provide value to customers, the organization, and key stakeholders by doing…. Marketing plan: the outcome of the structured process
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the six broad steps 1. Research and analyze the current situation 2. Understand markets and customers 3. Plan segmentation, targeting, and positioning 4. Plan direction, objectives, and marketing support 5. Develop marketing strategies and programs
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primary marketing tools Product offering Pricing Channel Promotion Supporting the marketing mix: customer service, internal marketing
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Guiding principles Expect change Emphasize relationships Involve everyone Seek alliances Innovate to provide value
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new planning concept: creativity comes from chaos
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marketing planning-a linear process? The rational marketing planning process Source : Adapted from McDonald 1993
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the Johnson and Scholes strategic model Johnson and Scholes’ marketing planning framework Source : Johnson and Scholes 2000
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strategic planning factors Strategic ‘marketing’ planning
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key components for strategic marketing planning Key components for strategic planning
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Developing a customer-oriented strategy Segment the market Understand Customer needs Define Value proposition Deliver The value Retain Customer loyalty External Environment Analysis Internal Capabilities Analysis
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Value Proposition
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Examples of Value Propositions Company Target Customers Benefits Price McDonald Convenience- seeking mass consumers Speed of service Consistent quality Clean, friendly environment 25% lower than full-service restaurants Volvo Station Wagon Safety- conscious upscale families Superior safety and durability 20% premium over U.S. Wagon
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scenario planning
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intro Single-point forecast vs. Description of alternative plausible futures Scenarios attempts to capture the richness and range of possibilities, generating decisions that are more robust under a variety of alternative futures. Scenarios can be used to challenge the prevailing mind- set, stimulating decision-makers to consider changes they would otherwise ignore. Scenarios are effective communication tools for developing a shared understanding of the new realities to all parts of the organization.
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Building blocks of scenario planning Multiple Scenarios Patterns of Interaction Basic Trends Key Uncertainties Drivers of Change
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The process for developing scenarios 1. Define the scope - To set the time frame and scope of analysis (in terms of products, markets, geographic areas, and technologies) 2. Identify the major stakeholders 3. Identify basic trends - To briefly explain each trend, including how and why it exerts its influence on you - On PEST & industry factors - To list each trend on a chart to identify its impact on your present strategy as positive, negative, or uncertain
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4. Identify key uncertainties - What events, whose outcomes are uncertain, will significantly affect the
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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topic+marketing+planning+handbook - Marketing Research:...

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