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  • Chapter 2 Notes

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    api-173499036
    38 tayangan10 halaman
    This document outlines key concepts for developing a marketing plan, including performing a SWOT analysis to identify internal strengths and weaknesses and external opportunities and threats. It also discusses analyzing the internal factors of a company using the three C's framework and performing a PEST analysis to evaluate political, economic, social and technological external factors. The marketing mix, or four P's of product, price, place and promotion are explained as critical elements to define in a marketing plan. Performance standards and sales forecasts should also be included to help assess the effectiveness of the marketing strategy.

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    chapter 2 notes

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    © Attribution Non-Commercial (BY-NC)

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    This document outlines key concepts for developing a marketing plan, including performing a SWOT analysis to identify internal strengths and weaknesses and external opportunities and threats. It also discusses analyzing the internal factors of a company using the three C's framework and performing a PEST analysis to evaluate political, economic, social and technological external factors. The marketing mix, or four P's of product, price, place and promotion are explained as critical elements to define in a marketing plan. Performance standards and sales forecasts should also be included to help assess the effectiveness of the marketing strategy.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai DOCX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    38 tayangan10 halaman

    Chapter 2 Notes

    Diunggah oleh

    api-173499036
    This document outlines key concepts for developing a marketing plan, including performing a SWOT analysis to identify internal strengths and weaknesses and external opportunities and threats. It also discusses analyzing the internal factors of a company using the three C's framework and performing a PEST analysis to evaluate political, economic, social and technological external factors. The marketing mix, or four P's of product, price, place and promotion are explained as critical elements to define in a marketing plan. Performance standards and sales forecasts should also be included to help assess the effectiveness of the marketing strategy.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai DOCX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 10

    Name: __________________________________________________

    Period: ______________

    Chapter 2 Marketing Planning


    INTERNAL
    Strengths

    EXTERNAL
    Weaknesses

    Opportunities

    Threats

    S W O T Analysis
    INTERNAL Strengths and Weaknesses
    Strengths and weaknesses are _____________________________________________________________
    _________________________________________________________________________________________________
    _________________________________________________________________________________________________
    Three Cs of Internal Analysis:

    Company
    Analysis

    Marketing Mix (Four Ps)

    P
    P
    Choosing what products to make and sell.

    P
    What is exchanged for the product?

    P
    The means of getting the product into the consumers hands.

    P
    How customers will be told about a companys products.

    SWOT
    Label the internal and external.
    3

    PEST analysis:
    ________________________________________________
    ______
    ________________________________________________
    ______
    ________________________________________________
    ______

    Four
    Factors of
    PEST
    Analysis

    Political Issues

    Economic Issues
    Socio-Cultural
    Factors
    4

    Technology

    Marketing Plan: _____________________________________________________________________


    _________________________________________________________________________________________________
    _________________________________________________________________________________________________
    _________________________________________________________________________________________________
    _________________________________________________________________________________________________

    Marketers create a ________________________ _________________ to communicate


    aspects such as:

    Elements
    of a
    Marketing Plan

    Writing a Marketing Plan (continued)

    Useful
    Objectives

    Key Point
    Differences

    Sales Forecasts: ______________________________


    _________________________________________________
    _________________________________________________

    Implementation

    _________________________________________________

    Performance
    standard:________________________________
    _____________________________________________________
    _____________________________________________________

    Performance standards
    help assess

    An
    Effective
    Marketing Strategy
    Identifies ___________________________ _______________________
    Sets ________________ _________ ______________ that focus on tarket
    markets.
    Takes the customers ______________ & ____________ into account
    Takes the objectives of the ________________ ___________ into account.
    Focuses on the key points of difference: the __________________
    _________________.

    10

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