Chapter 2: 10 Steps in the Strategic Marketing Planning Process

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