Walk us through your morning routine

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Walk us through your morning routine
What aspects were affected by marketing?
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MARKETING PLANNING THE BASIS FORSTRATEGY AND
TACTICS
 Planning Process of anticipating future events
and conditions and of determining the best way to
achieve organizational objectives.  Marketing
planning Implementing planning activities devoted
to achieving marketing objectives. STRATEGIC
PLANNING VERSUS TACTICAL PLANNING  Strategic
planning Process of determining an organizations
primary objectives and adopting courses of action
that will achieve these objectives.  Provides
long-term direction for decision
makers.  Tactical planning Planning that guides
the implementation of activities specified in the
strategic plan.  Addresses shorter-term actions
and current near-term activities.
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CLASS VERSUS LECTURER
NAME A BRAND IN THE FOLLOWING CATEGORIES 1 2 3 4
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PLANNING AT DIFFERENT ORGANIZATIONAL
LEVELS  Focus on planning changes in different
levels of the organization.
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STEPS IN THE MARKETING PLANNING PROCESS
DEFINING THE ORGANIZATIONS MISSION AND
OBJECTIVES  Mission Essential purpose that
differentiates one company from
another.  Examples  3M To solve unsolved
problems innovatively. Mary Kay Cosmetics
To give unlimited opportunity to women.
 Merck To preserve and improve human life.
 ObjectivesGuide the development of marketing
objectives and plans.  Examples  Generate a
10 percent profit over the next twelve months.
Attain a 20 percent share of the market by 2010.
 Add 50 new stores within the next year.
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ASSESSING ORGANIZATIONAL RESOURCES AND EVALUATING
ENVIRONMENTAL RISKS AND OPPORTUNITIES Resources
include the capabilities of the firms
production, marketing, finance, technology, and
employees.  Strengths help planners set
objectives, develop plans, and take advantage of
marketing opportunities. FORMULATING,
IMPLEMENTING, AND MONITORING A MARKETING
STRATEGY  Should be efficient, flexible,
adaptable, and implemented company-wide.  Blends
elements of the marketing mix product,
distribution, promotion, and price.
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SUCCESSFUL STRATEGIES TOOLS ANDTECHNIQUES
 Goal of tools and techniques is to create
sustainable competitive advantage. PORTERS FIVE
FORCES MODEL  Porters Five Forces Model
developed by strategy expert Michael Porter that
identifies five competitive forces that influence
planning strategies The threat of new
entrants  The bargaining power of buyers  The
bargaining power of suppliers  The threat of
substitute products  Rivalry among competitors
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FIRST MOVER AND SECOND MOVER STRATEGIES  First
mover strategy Theory advocating that the company
that is first to offer a product in a marketplace
will be the long-term market winner. Second
mover strategy Theory that advocates observing
closely the innovations of first movers and then
improving on them to gain advantage in the
marketplace. SWOT ANALYSIS  SWOT analysis
Analysis that helps planners compare internal
organizational strengths and weaknesses with
external opportunities and threats. THE
STRATEGIC WINDOW  Strategic window Limited
periods during which the key requirements of a
market and the particular competencies of a firm
best fit together.  Example Soaring demand for
cars in China.
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ITS TIME TO SELL THE FALZORK Surrounding
oneself, and especially ones work area, with
unusual stimuli. In Groups you will have to try
to sell a very unusual object to the audience for
TT 5,000.00 You will have to explain in detail
why its worth so much. Then you get to unveil a
sketch of the object NOTES It
should be something absolutely bizarre that has
no obvious function. Unusual stimuli generate
unusual ideas.
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ELEMENTS OF A MARKETING STRATEGY
THE TARGET MARKET The group of people toward
whom the firm directs its marketing efforts and
merchandise.  Need to pay attention to growing
market segments.  Example Growing Hispanic
population in United States. MARKETING MIX
VARIABLES Marketing mix Blending of the four
strategy elementsproduct, distribution,
promotion, and pricingto fit the needs and
preferences of a specific target market.
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THE MARKETING ENVIRONMENT  Five external
dimensions that affect the marketing mix
variables Competitive, political-legal,
economic, technological, and social- cultural
factors.  Rapid technological changes can spur
lawsuits and create new forms of
competition.  Rule of threeThe three strongest,
most efficient companies dominate 70 to 90
percent of a market.
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METHODS FOR MARKETING PLANNING
BUSINESS PORTFOLIO ANALYSIS  An evaluation of a
companys products and divisions to determine the
strongest and weakest ones. Strategic business
units Key business units within diversified
firms.  Each has its own managers, resources,
objectives, and competitors.  Help focus the
attention of managers.
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BCG ANALYSIS  Developed by The Boston Consulting
Group  A market share/market growth matrix that
plots market share against market growth
potential.
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Six Thinking Hats Creative Problem Solving