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GSS: Marketing Management PlanAn Academic Gimmick or Useful Tool
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The Roadmap
Content of Marketing Plan
Marketing : An OrganisationalPerspective
Organisational Structural Hierarchy
MarketingOrganisational Decision Making
Recap
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Executive Summary Situation Analysis
Market Summary Market Demographic
Market Needs Market Trends Market Growth
SWOT Analysis Competition Product Offering Keys to success
Critical Issues Marketing Strategy
Mission Marketing Objectives
Content of Marketing Plan Financial Objectives Target Market Positioning Strategies
Marketing Mix Marketing Research
Financials Break Even Analysis Sales Forecast Expense Forecast
Controls Implementation Mile Stones Marketing Organisation Contingency Planning
Difficulties & Risks Worst-case Risks
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To look internally in order to fully understand the results
of past marketing decisions
To look externally in order to fully understand the market
in which they operate.
Sets future goals and provides direction for future
marketing efforts that everyone within the organization
should understand and support.
Purpose of Marketing Plan
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Marketing : OrganisationalPerspective
No longer a Cos department/Functional entityonly
Drives Vision, Mission & Strategic Planning
Decides: Cos customers, what needs to besatisfied, what products to offer, at what
Price, Communication Model, what channel touse and what partnership to develop
Marketing succeed only when all functionssupports its Goal & Objective
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Marketing Mix
Focus Area
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Organisational StructuralHierarchy
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Ways to Structure a Business
By function
By product or activity
By area
By customer
By process
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Marketing
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Marketing is the human activity directed atsatisfying human needs and wants through anexchange process Kotler 1980
Cont
Definitions of Marketing
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The right product, in the right place, at theright time, and at the right price
Adcock et al
Cont
Definitions of Marketing
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Marketing is the management process thatidentifies, anticipates and satisfies customerrequirements profitably
The Chartered Institute of Marketing
Definitions of Marketing
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Marketing
Needs and wants
Right
Profitably
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Product Development Cycle
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Product life cycle
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Organisational DecisionHierarchy
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Shift in Organisational Focus
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Organisational Decision
Hierarchy
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Level of Strategy
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Recap
Organisational Structural Hierarchy
Marketing Mix
Organisational Decision Making
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