MARKETING PLANS, IMPLEMENTATION AND CONTROL

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MARKETING PLANS, IMPLEMENTATION AND CONTROL

• Marketing Management
• Session 13
• December 2, 1998

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SESSION OUTLINE

• Planning the marketing activities
• Controlling the marketing activities
• Review
• Some advice for the final exam

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PLANNING MARKETING ACTIVITIES

• Sequence of steps putting everything together
• SWOT analysis - including segmentation
• Target market and positioning
• Marketing mix
• including evaluation methods
• Schedule
• Contingency plan (aka Plan B)

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Marketing Control
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CONTROLLING MARKETING ACTIVITIES

• Necessary feedback for adjustments and future
  plans
• 80/20 rule
• Sales analysis
• Performance analysis
• Cost analysis
• Marketing audit

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WHAT HAVE WE LEARNED?
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INTEGRATED MARKETING
M.I.S.
Company
Market
Data - internal - secondary - primary
Analysis Objectives Planning Implementation Contro
l
Needs Demand Buyers Segments
Marketing Mix
P
P
P
P
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ADVICE FOR FINAL EXAM

• Wednesday, December 16, 630-930 p.m.
• 10 True/False
• 10 Multiple choice
• 2 Short answers

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Answer the ! question!!!
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OFFICE HOURS

• Monday, December 14
• Tuesday, December 15
• Wednesday, December 16