Marketing 2.1

Executive summary
Provides an overview of plan and explains costs involved in implementing the plan
Situation analysis
Provides an examination of factors and trends that affect marketing strategies
Describes what the plan will accomplish
Marketing strategies
Identifies target markets and marketing mix choices focused on those markets
Outlines how implementation will be accomplished and provides sales forecasts
Evaluation and control
Explains how objectives will be measured and who will evaluate
Included supplemental materials that support the plan
An effective marketing strategy identifies ________ ________
target markets
An effective marketing strategy sets ____________ ____ _______that focus on target markets
Marketing mix choices
An effective marketing strategy takes the objectives of the _______ ____into account
Marketing plan
An effective marketing strategy takes the customers ______ _____ ______into account
Needs and wants
An effective marketing strategy focuses on the key points of difference: the ______________ ___________
Competitive advantage
SWOT analysis
And assessment of a company’s strengths and weaknesses and the opportunities and threats that surround it
PEST analysis
Scanning of outside influences on an organization (Political, economical, socio-cultural, technological)
Marketing plan
A formal written document that directs a company’s activities for a specific period of time
Executive summary
A brief overview of the entire marketing plan
Situation analysis
Study of the internal and external factors that affect marketing strategies
Marketing strategies
A strategy that identifies target markets and sets marketing mix choices that focus on those markets
Sales forecasts
The projection of probable future sales in units/dollars
Performance standard
Expectations for performance that reflects the plans objectives
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