View
23
Download
0
Category
Tags:
Preview:
DESCRIPTION
Slide 1. International Marketing 70-480, Session 5 Lloyd Corder, Ph.D. Global Environment. Plans. Slide 2. Corder’s Questions. Why are marketing goals important? What should go in a marketing plan?. 5 . Plans International Marketing 70-480 Lloyd Corder, Ph.D. Slide 3. - PowerPoint PPT Presentation
Citation preview
GlobalEnvironment
International Marketing 70-480, Session 5Lloyd Corder, Ph.D.
Plans
Slide 1
Corder’s Questions
1. Why are marketing goals important?2. What should go in a marketing plan?
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 2
Marketing Goals
• Without marketing goals, there is little point to investing in marketing efforts
• The fizzier the marketing goal, the less certain the results• Specific goals aid in communication and effectiveness• Setting marketing goals mirrors the process of setting
personal goals
Failing to plan is planning to fail.
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 3
Goal Achievement Process
Values
Dreams
Attitudes
Written GoalsAction Plans
Results
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 4
Values (Mission Statements)
• Describe what the organization believes in or strives to accomplish
• Problem• Many or so vague that they don’t mean anything• You could substitute virtually any corporate name for another
and it would still work• Very difficult and time consuming to write• May eventually go the way of “TQM”
Be honest about what the organization’s values are—you’ll be able to write and live up to a real mission statement rather a lofty or vague one.
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 5
Example Mission StatementsHP Goals
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 6
Attitudes Versus Goals
To increase sales.
To increase sales from $50,000 to
$80,000 per month by the end of this fiscal year.
Attitudes Goals
Abstract
Without deadline
Hard to define
Hard to measure
Concrete
Have a deadline
Defined
Easy to measure
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 7
Typical Attitudes
• To be happy• To make money• To graduate• To get good/better job• To get married• To raise a family• To buy a house, car or boat• To have a satisfying career
• To increase sales• To hire/retain the “best and
brightest”• To reduce expenses• To market a product• To satisfy customers• To beat competitors• To be visible• To earn a profit• To stay in business
Personal Business
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 8
7 Secrets to Effective Goals
1. Reasonable deadlines2. Quantifiable and measurable3. Eliminates/solves a “pain” (significant problem)4. State specific resources (people, supplies, budget) needed to
accomplish the goal5. Clearly written6. Stated positively, focus on accomplishment7. Accompanied with an action plan
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 9
Address the five W’s: Who, what, where, when and why.
Use action verbs.
Include numeric or descriptive measures that include quantity, quality, cost, etc.
Within the staff member’s control and influence.
A goal may be a “stretch” but is still feasible.
Should be instrumental to the mission of the institution.
Specific Measurable Achievable Relevant
Example: “Resolve accounting discrepancies within 48 hours.”
Example: “Secure pledges from 10 new donors by the end of each week.”
Example: “Obtain the XYZ professional certification within two years.”
Example: “Develop and implement a diversity recruitment plan to increase diversity candidates by 10%.
5 “SMART” Secrets to Effective Goals
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 10
S M A R T
Identify a target date for completion or frequencies for specific action steps to achieve the goal.
Time-bound
Example:“Check the fire alarms and emergency lighting in all buildings every six months.”
Action Plans
• Every goal should have action steps• Tips
• Prioritize the steps• Set a deadline date for each step• Focus on the behavior, not the result• Use other people’s brainpower to solve your problems
Manage the behavior, not the results!
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 11
Action Plan Template
Goals play no favorites. If you set a goal and accomplish the action steps, you will reach that goal.
Step Finish Date
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 12
Marketing Plans• Overview
• Executive summary/current situation analysis• Opportunity/issues analysis
• Elements• Objectives• Strategy• Audience• Key Messages• Tactics• Timetable• Marketing ROI• Budget
Effective marketing plans help you communicate what you’re trying to do (goals) and how you’re going to do it (action plans).
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 13
Team PA WIB Case History
• Objective• Promote Pennsylvania’s stellar workforce initiatives to key opinion leaders
and persuade them to actively support the Team PA WIB (Workforce Investment Board)
• Target Audience• Primary: Business leaders (including employers, unions, the technology
industry, state-wide business groups and their members, local Chambers of Commerce)
• Secondary: Developers/training institutions, colleges and universities, government leaders, local WIBs, non-profits and business media
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 14
Team PA, continued
• Strategies• Celebrate workforce development successes to reinforce audience
member behaviors, generate additional visibility and build long-term commitment to the Team PA WIB initiatives
• Clearly identify actions audience members can easily take or solutions they can employ to support Team PA WIB initiatives
• Promote Team PA WIB’s benchmarks to showcase Pennsylvania’s innovative workforce development initiatives, locally and globally
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 15
Team PA, continued
• Tactics• Leverage Team PA WIB’s sponsorship of the Pennsylvania Workforce Summit 2001 to
create visibility and build awareness• Initiate a conversation between Lawrence Weinbach and Governor Ridge regarding the
Team PA WIB • Organize a speaker’s bureau to present at local business meetings• Create a Team PA WIB “seal of quality” to recognize companies who are leading the way
on workforce development initiatives• Include Team PA WIB literature at CareerLink’s Website• Create a media template• Create a set of graphic standards for the Team PA WIB to be used in all marketing
communications• Create a CD with Web links• Select a business spokesperson/personality with high name recognition and credibility for
the Team PA WIB
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 16
Corder’s Conclusions• Before you market, set specific goals and develop
coherent marketing plans• The more specific your goals (quantifiable, measurable),
the easier it will be to market and know whether you reached your target
• Marketing plans need not be complicated, but should help clearly guide the organization
5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.
Slide 17
Recommended