Chapter 2: 10 Steps in the Strategic Marketing Planning Process – Flashcards
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customer-centered mindset
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want to satisfy target audiences wants and needs
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production concept
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says that focus should be on keeping costs down and access convenient
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product concept
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says customers will favor products that offer most quality, performance, or innovative features
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Plan: Step 1
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background, purpose and focus
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Plan: Step 2
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situation analysis
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Plan: Step 3
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target audience
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Plan: Step 4
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behavior objectives and goals
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Plan: Step 5
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target audience barriers, benefits, the competition, and influential others
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Plan: Step 6
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positioning statement
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Plan: Step 7
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marketing mix strategies (4Ps)
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Plan: Step 8
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plan for monitoring and evaluation (output, outcome, impact)
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Plan: Step 9
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budget
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Plan: Step 10
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plan for implementation and program management
