Marketing Planning & Control

Business to Business Marketing Management, 2021

Chapter 10 • Marketing planning, implementation and control 263 The marketing audit Strategic decisions Tactical decisions Concern overall Concern methods of achievement direction Difficult to reverse Relatively easy to change Involve rejection of Allow combination of alternatives alternatives TABLE 10.1 Comparison of strategic and tactical decisions Corporate objectives Main areas Subsections Issues to be addressed Marketing environment Economic-demographic Inflation, materials supply and shortages, audit unemployment, credit availability, forecast Macro-environment trends in population structure. Technological Changes in product and process technology, generic substitutes to replace products. Political-legal Proposed laws, national and local government actions. Cultural Attitude changes in the population as a whole, changes in lifestyles and values. Ecological Cost and availability of natural resources, public concerns about pollution and conservation. Task environment Markets Market size, growth, geographical distribution, profits; changes in market segment sizes and opportunities. Customers Attitudes towards the company and competitors, decision-making processes, evolving needs and wants. Competitors Objectives and strategies of competitors, identifying competitors, trends in future competition. Distribution and dealers Main trade channels, efficiency levels of trade channels.

This Marketing Management book consists of 14 chapters, namely Chapter I: Development of the Business World and Marketing Management in the Modern Century (21st Century), Marketing Concepts in the New Economic Era, Building Customer Satisfaction, Chapter II: Strategic Planning at the Corporate and Business Unit Level; Marketing Process and Planning, Chapter III: Marketing Information Systems and Measuring Market Demand, Chapter IV: Marketing Environment Analysis, Chapter V: Analysis of Consumer Character and Purchasing Process, Business Market Behavior and Purchasing Process, Industry and Competitors, Competitive Strategy, Chapter VI: Identifying Market Segments and Selecting Target Markets, Chapter VII: Positioning and Differentiating Market Offerings through the Product Lifecycle, Chapter VIII: New Product Development, Designing and Entering Foreign Markets, Defining Product and Brand Strategies, Chapter IX: Designing and Managing Services, Chapter X: Developing a Pricing Strategy...

2008

2016

Required Readings: Will be available on Moodle. (see list at end of tentative schedule) Learning Goals: The purpose of this course is to acquaint students with the field of marketing. Students will learn about:  how to develop marketing strategies, including understanding customers, competitors, industry trends, setting objectives, formulating and executing marketing strategies, evaluating outcomes-in essence, how the various aspects of marketing are used synergistically to deliver a coherent, successful strategy  trends in marketing  how marketing differs across various industries and contexts (consumer products, professional services, non-profits, business-to-business markets, technology, healthcare, etc.).  how marketing personnel interact with other managers and partners to develop, execute, and evaluate marketing plans The objective is to ensure that students who select marketing as their major have a solid understanding of how marketing strategies are developed, how they are evaluated, and the necessary skills effective marketers must possess. Learning Outcomes:  Demonstrate proficiency in the various dimensions of marketing, particularly as they relate to achieving marketing objectives; for example, understand how sales works with marketing communications, and how research is used in strategy development  Exhibit knowledge of key trends in marketing, such as multi-channel marketing, marketing (data) science, mobile/digital marketing platforms and how those affect marketing goals, strategies, and tactics  Demonstrate ability to conduct "due diligence" on a company, competitors, customers, and industry resources  Evaluate common themes related to success in marketing

Global Business Review, 2005

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2017

You are responsible for understanding the contents of this syllabus. I will review it with you during the first class period and will answer your questions at that time. All students are responsible for reading the syllabus and asking me any questions you may have. Required Reading: Course Pack (available on Canvas). PharmaSim game by Interpretive Simulations (www.interpretive.com). In addition to these items several articles from academic and business publications will be given to the students or posted for download during the semester. Course Description: The purpose of the course is to provide graduating marketing majors an opportunity to review, test, and enhance their knowledge and skills in the marketing field by challenging them to evaluate real marketing situations and propose courses of action to address those situations. It is both a survey course in the field of marketing and an experiential learning exercise in marketing management, decision-making, problem solving and planning. The course simulates the type of real-world problems, challenges, and opportunities confronted by marketing professionals. It offers marketing majors an opportunity to play the role of marketing analyst and decision maker. Its intent is to allow students to experience the situations and challenges often faced by marketing professionals. This course also is intended to develop and reinforce the habits, behaviors, skills and sense of professionalism required for success in the world of business. Course Objectives: Marketing Management Problems is an integrative course that helps students learn how to effectively apply the theories, tools, concepts, skills and approaches learned through previous marketing classes and other life experiences to real-world business situations. The course is designed to afford students an opportunity to experience how to make effective marketing decisions, solve problems, and develop marketing plans, a secondary emphasis is to reinforce, simulate and practice the skills, habits and behaviors required to be a successful business

2016

With the growing role of marketing in economic activity has increased the role of process management implementation and evaluation of marketing communication efficiency of the entire process of implementation of marketing communications. Formation and development of effective marketing communications with customers are key success factors for production and trade company. Request a market economy require producers to find new directions for the implementation of marketing channels "of communication" with customers, implementation of innovative ways of bringing the finished product to the end user. We note that at the moment there are a number of research and development in the field of theoretical and practical questions of management of marketing communications. One of the main types of work representative on trade marketing in the marketing communication is a set of activities (means and methods of information) in finding, training and adaptation of marketing information...