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S E C T I O N F O U RSection IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
menu
Marketing Plan Outline
MarketingManagement
J. Paul PeterJames H. Donnelly, Jr.
7th Edition
SECTION IV
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
menu
Title Page
• Name of the product
• Relevant time period
• Authors with positions held
• Group commissioning the report
• Date of submission
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Executive Summary
• Brief introduction
• Major aspects of the plan
• Budgeting statement
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Table of Contents
• Should include what in the report and where it can be found
• Should reflect logical sequencing of information
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Introduction
• May include background or history of an existing product, or new information on a new product
• Include a precise statement stating the purpose of the report
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Situational Analysis
• Critical environmental conditions
• Social, political and legal implications
• Industry analysis
• Competitive analysis
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Marketing Planning
Three major elements:
• Marketing objectives
•Target markets
•Marketing mix
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Marketing Objectives
• Use quantifiable or discrete statement to measure marketing accomplishments
• Objective statements often expressed in sales units or dollars
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Target Markets
•Defines the market by customer profile
•Includes changes and important issues influencing consumer or organizational buyer behavior
• Defines purchasing trends currently shaping the market
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Marketing Mix
• Product
• Promotion
• Distribution/Place
• Price
• Marketing research
> Justify and explain the costs and benefits associated with research
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
menu
Implementation of the Plan
• Defines and schedules implementation and control of the plan
• Compared by reference to tradition or past plans
Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
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The AuthorsJ. Paul Peter, Ph.D.University of Wisconsin – Madison
James H. Donnelly, Jr., Ph.D.University of Kentucky – Lexington
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PowerPoint design by Lance Fuhrer, MBAPowerPoint content by Larry Fuhrer, MBA, MBA
Keller Graduate School of Management of DeVry University
Marketing Management7th Edition – McGraw-Hill
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Section IV
Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors
SECTION IV
