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【正文】 instrument for directing and coordinating the marketing effort. ? It operates at two levels: strategic and tactical. ? The strategic marketing plan lays out the target markets and the firm’s value proposition, based on an analysis of the best market opportunities. ? The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service. 10 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 4 Planning Activities 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each strategic business unit 4. Assessing growth opportunities 12 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 ProductOriented versus MarketingOriented Definitions of Business ? Xerox: –We make copying equipment –We help improve office productivity 14 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 Business Mission External environment (Opportunity amp。 weakness analysis) Goal formulation Strategy formulation Program formulation Implementation Feedback and Control SWOT analysis Sample Marketing Plan ? Executive Summary ? Situation Analysis ? Marketing Strategy ? Financials ? Controls 16 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 1. Executive Summary 2. Situation Analysis 3. Marketing Strategy 4. Financials 5. Controls Market Summary ? Market Demographics –Geographics –Demographics –Behavior Factors ? Market Needs ? Market Trends ? Market Growth 18 Sample Marketing Plan Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020
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