...COURSE DESCRIPTION Introduces basic marketing principles and concepts. Emphasis is placed on the development of marketing strategy and the major components of the marketing mix (product, price, promotion, and distribution). Reviews the critical environmental factors of markets, domestic and international, and customer behavior characteristics that affect marketing operations. Highlights the integration of marketing with other functions in a business organization. INSTRUCTIONAL MATERIALS Required Resources Pride, W. M., & Ferrel, O. C. (2013). Foundations of marketing (5th ed.). Mason, OH: South-Western Cengage Learning. Supplemental Resources A comprehensive list of supplemental resources is located at the end of the course guide. COURSE LEARNING OUTCOMES 1. Identify the key concepts of marketing and its function in society. 2. Explain the fundamentals of marketing, including product, price, distribution, and promotion in a global environment. 3. Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy. 4. Identify ethical issues involved in marketing. 5. Understand customer relationship management. 6. Determine the elements of marketing research. 7. Determine the factors affecting the behavior of consumers and commercial / organizational buyers. 8. Understand the key elements of business marketing, including product, price, distribution, and promotion. 9...
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...Write a marketing plan |Version no and date | | Business details |Name of business owner | | |Name of business | | |Business address | | |Post code | |Telephone | | |Home address | | |Post code | |Home telephone | | |Date business commenced | | |Legal status | ...
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...Equipment Manufacturer This marketing plan was developed by: www.Business901.com This sample marketing plan has been made available to users of Marketing Plan Pro® powered by Duct Tape Marketing, marketing planning software published by Palo Alto Software. Names, loc ations and numbers may have been c hanged, and substantial portions of the original plan text may have been omitted to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to resell, reproduce, publish, distribute or even c opy this plan as it exists here. Requests for reprints, ac ademic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For product information visit our Website: www.paloalto.com or call: 1-800-229-7526. Copyright © Palo Alto Software, Inc., 2001-2010 All rights reserved. Confidentiality Agreement The undersigned reader ac knowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disc lose it without the express written permission of _______________. It is ac knowledged by reader that information to be furnished in this marketing plan is in all respec ts confidential in nature, other than information which is in the public domain through other means and that any disc losure or use of same by reader, may cause...
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...Strategic Plan Part 1: Conceptualizing a Business 1 Strategic Plan Part 1: Conceptualizing a Business BUS/475 - Integrated Business Topics Michael Portillo August 29, 2011 Strategic Plan Part 1: Conceptualizing a Business 2 GPS Marketing is a marketing company that specializes in getting qualified guaranteed prospects to see in front of independent insurance agents. GPS actually stands for “Guaranteed Prospects to See”. GPS Marketing guarantees every agent that comes aboard with our company that we will put them in front of at least 15 qualified prospects. GPS Marketing’s mission statement is “ Our goal is to get independent insurance agents in front of qualified annuity prospects on a favorable basis which in return increases their income substantially. We do this in a multitude of ways and we want to show you just how we can help you and your business.” In the following paragraphs is a description of how GPS Marketing can do just that. Our first program that we offer our independent insurance agents is our GPS program or our Guaranteed Prospects to See Program. GPS guarantees each of our new independent agents that we will send out one-thousand mailers which are done through direct mail. GPS sends this direct mail to a particular demographic. What this means is that this mailer will only be sent to those individuals that make at least an income of $50,000 or more, own their own home, and are between the ages of 50 and 70 years old. GPS does this for the agent...
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...marketing principles Assessment Task 2 Major group assignment (Marketing Plan) major assignment the marketing plan During this semester students will be working in teams (3 - 4 people) to develop a marketing plan for a product or service of one of the following icon Australian brands: Meadow Lea - Polyunsaturated margarine spreads Nestle – Milo (chocolate and malt powder) Sanitarium – Weetbix Holden – UTE (coupe utility vehicle) Jetstar Airways – Domestic flights RMIT- Associate Degree in Business or Diploma of Commerce Carlton & United Breweries – Crown Lager Fairfax Media – The AGE As you can see it is a specific product or service rather than a company, as the company may have several products each requiring individual plans. It is product or service that is easy to research, one that has been written about regularly in marketing magazines or one that students have access to the information via a personal contact. No direct contact is allowed with organisations unless students have a prior personal or professional relationship. All research should otherwise be desk research, observation and educated guesses. You will be developing the plan in two separate stages - Assignment 1 and Assignment 2. Assignment 1 will be marked promptly and returned with feedback so that you can revise and resubmit it as part of Assignment 2- the completed marketing plan. assignment 1 Assignment 1 concentrates...
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...Anhui Management Development Centre/ Anhui Economic Management Cadre’s Institute BTEC Center Program: HND in Business Unit Title: Marketing Planning Unit No: 19 Assignment Title: Case Study for Marketing Planning Assignment No.: 1901 Issue Date: March 16, 2015 Submission Deadline: April 30, 2015 Assessor/Tutor: Dai Chun Internal Verifier: Qiao Hui Student: Student’s Reg. No: NOTES TO STUDENTS • Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted. • Ensure that you give yourself enough time to complete the assignment by the due date. • Do not leave things such as printing to the last minute – excuses of this nature will not be accepted for failure to hand-in the work on time. • You must take responsibility for managing your own time effectively. • If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension. • Failure to achieve a PASS grade will results in a REFERRAL grade being given. • Take great care that if you use other people’s work or ideas in your assignment, you properly reference them in your text and any bibliography. • When you refer to the work of other authors in your assignment, you must practice citation by following Harvard System for Referencing. • If you are caught plagiarizing, you could have your grade reduced to zero, or...
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...Competency 318.1.5: Marketing Plans - The graduate can create a marketing plan. Objectives: 318.1.5-06: Apply Porter’s Five Forces model to an analysis of the competitive environment for a given business situation. 318.1.5-07: Define the target market as part of a marketing plan for a given situation. 318.1.5-08: Classify a specified consumer product using the three-way consumer products classification system. 318.1.5-09: Develop an appropriate set of marketing objectives that support a given mission statement. 318.1.5-10: Develop a SWOT analysis for a given business situation. 318.1.5-11: Select an appropriate distribution channel for a given marketing situation. 318.1.5-12: Select an appropriate pricing strategy for a given marketing situation. 318.1.5-13: Select an appropriate promotion strategy for a given marketing situation. 318.1.5-14: Develop a tactical marketing plan that supports specified elements of a strategic marketing plan. 318.1.5-15: Identify monitoring and control activities appropriate for a specified tactical marketing plan. Introduction: Company G is a well-established firm that is highly regarded in the electronics market. Its mission statement is as follows: “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” Company G’s engineers and designers have developed a line of small appliances that the company feels can be very successful in the small-appliance...
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...CONFIRMING PAGES PART SIX Country Notebook THE COUNTRY NOTEBOOKA GUIDE FOR DEVELOPING A MARKETING PLAN TH E CO UN TRY N O TEB O O K O U T LI N E Cultural Analysis Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan cat2994X_cn_579-588.indd 579 8/3/10 2:44 PM CONFIRMING PAGES 580 Part 6 Supplementary Material The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook. Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook...
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...e- Book Series Guide to Writing a Killer Marketing Plan Written by: Steven Fisher Purpose of this book You are either someone that has been doing marketing as a part of your professional career or you look at as that “thing you do to promote your business and attract customers to buy”. Regardless of where you are along that spectrum, you have arrived here because you have been charged by the CEO of the startup you work for to write a marketing plan for your business or you need to create one for your own business. You need to not just write just any marketing plan. You need to write a Killer Marketing Plan. One that your boss will say “awesome, let’s get started” and which will tell all those people who have been looking for a product or service like yours for a long time. This book is written for you. Marketing plans are sexy mistresses that tempt you to include all of the coolest of campaign ideas without the sanity of budgetary constraints. While marketing is one of the more important functions of a small business, it is one that is limited by the budgets of that business and campaigns must demonstrate a return in order to justify their existence. Since I have written more marketing plans than I care to tell you, I can share with you my knowledge and experience of what has worked almost all the time, some of the time and none of the time. While this is not the single tome on marketing plans, I hope that this helps you balance the unlimited creative...
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...Group project Report & Presentation “Project on – Designing a Marketing Plan” I. Project Brief Each team needs to select any company and its brand in India. Students are required to follow below instructions: • Recommend appropriate one-year marketing plan of one brand of the chosen company. • Determine your assumption of marketing objectives, human resource objectives and financial objectives. • Make sure that the marketing plan is suitable with the product’s target market. II. Marketing plan guideline 1. Executive Summary (1 page) 2. Situation Analysis: Market Summary • Market Growth (1-2 pages) Explain market and segment growth over past periods and the forecast market and segment growth. Explain any factors affecting the market and segment growth. • Market Trends (1-2 pages) Explain the nature of market and segment trends that will affect the brand’s performance. • Market Needs (1 page) Analyze the target market’s current needs and explain how the brand can satisfy the needs. • Market Demographics (1-2 pages) Describe the brand’s current target market in terms of demographic, geographic, and behavior factors. SWOT Analysis (2-3 pages) • Strengths • Weaknesses • Opportunities • Threats Competition Analysis (Comparison tables, graphs, and charts are needed) (2-4 pages) • Describe direct and indirect competitors in terms of: o Target markets served o Product attributes o Pricing o Promotion o Distribution including the distributor...
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...MARKETING PLANNING – CHAPTER 2 Developing a marketing plan is a key responsibility. The marketing plan can be divided into two general parts: the situation analysis, which analyzes the background of the market for the product, and the objectives, strategy and programs based on the background analysis that direct the product manager’s actions. MARKETING PLAN A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period. Give life to a marketing plan = business plan (CEO) Marketing plan= Chief Marketing Officer. One-year time framework (mostly). Short states and implements. At the end, check and asses. Kotler (NOT MORE than 15 pages). Straight to the topic, NOT wide. What you need and how to get there. * Written document: not something stored in a product manager’s head. It provides a vehicle for communications between functional areas of the firm. It pinpoints responsibility for achieving results by a specified date. * Business center level: the precise level at which plans are written varies from organization to organization. For example, in a company using a band management organizational structure, a marketing plan is written for each brand that is a profit center. Alternatively, some companies write plans for groups of brands or products, particularly when fixed costs are difficult to allocate by individual product. While marketing planning is common, it occurs at different...
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...York University Schulich School of Business Marketing Department MKTG 2030 – Winter 2014 – Marketing Management – Sections R, S, T Instructor: Linda Reeser (lreeser@schulich.yorku.ca) Section R: Tuesday 8.30-11.30am – N107 Office: N304. Section S: Tuesday 2.30-5.30pm – N107 Office hours: Tuesday 12-2 or by appointment Section T: Thursday, 2.30-5.30pm – N107 Description Marketing involves satisfying consumer needs and desires with the right product/service, priced at the right level, promoted to the right customers in ways that motivate purchase, and making them available through the right distribution channel. This course represents an introduction to the field of marketing and will focus on the key marketing issues faced by typical consumer-focused companies Objectives 1. To introduce the concepts, analyses and activities that comprise marketing. 2. To provide methods and exercises in assessing and solving marketing problems 3. To reinforce and develop skills critical for business practice. While learning to plan and conduct analyses, and write formal reports to management, students also have the opportunity to work with each other in groups to solve business problems. 4. To communicate your creative ideas effectively, in both written and oral contexts. Required 1. Text: Marketing, Real People, Real Decisions, by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, 4th Canadian edition (Pearson Prentice-Hall, ISBN 978-0-13-262631-6)...
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...Faculty Contact Information Dr. Murray R. Millson Email: mmillson@csumb.edu Course Introduction AMBA 650, Marketing Management and Innovation is a 6-credit seminar in the MBA Program. There are 10 weeks in the semester. There is no break in the semester The Summer 2012 semester begins July 5 and ends September 11, 2012 The last date to withdraw is August 18, 2012 Course Description (Formerly AMBA 603.) Prerequisite: AMBA 640. An exploration of the essentials of marketing management: setting marketing goals for an organization with consideration of internal resources and marketing opportunities, planning and executing activities to meet these goals, and measuring progress toward their achievement. Focus is on the concept of innovation in business, including the introduction of new market offerings and the use of new technologies, strategies, and tactics for achieving marketing objectives. An integrative approach combines discussions on theory of marketing management with industry analysis and practical implications. Assignments include the design and marketing of innovative products, analysis of the application of modern marketing strategies and tactics using examples from participants organizations, and practicing a holistic approach to marketing management. Course Goals/Objectives At the end of this course, students should be able to: 1. Assess the role marketing plays in an organization’s strategic planning. 2. Analyze the concept of innovation and its implications for...
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...BTEC Level 3 Extended Diploma/Diploma in Business |Unit: 3 Introduction to Marketing |Subject Tutor: | | |Amie Cushion and Rebecca West | |Assignment Title: The Marketing Plan |Ref: 3 of 3 | |Student Name: |Personal Tutor: | | |Lisa Sultanti | |Overall Target Grade: |Unit Target Grade: | |Issue date: |Submission date: | |12.12.14 |16.01.15 | |Extension Granted: |Submission Date: | |P1 | |M1 | | |P4 | | | | |P5 | | | ...
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...Leppard (1993) The Marketing Audit The Marketing Audit Model Any marketing plan will only be as good as the information on which it is based, and the marketing audit is the means by which information for planning is organised. A marketing audit is a systematic, critical and unbiased review and appraisal of all the external and internal factors that have affected an organisation’s commercial performance over a defined period. By providing an understanding of how the organisation relates to the environment in which it operates, the marketing audit enables management to select a position within that environment based on known factors. Any organisation carrying out an audit will be faced with two kinds of variable: those over which if has no direct control and those over which it has complete control. The former include economic and market factors, while the latter usually concern the organisation’s resources, or operational variables. This suggests that the marketing audit should be structured in two parts: * External audit—the uncontrollable variables (business and economic environment, the market, the competition). * Internal audit—the controllable variables (organisation’s strengths and weaknesses, operations and resources in relation to the environment and competitors). Chapters 1—6 McDonald and Leppard’s The Marketing Audit Model is a comprehensive set of exercises that a company can go through to develop insight into all aspects of the marketing process as well...
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