intro to marketing - workshop 5 evaluation of marketing plans & ethics
TRANSCRIPT
MKT 421: MarketingWorkshop 5
Marketing in ReviewMarketing in Review
What is Marketing?
Identifying and satisfying the needs of your customers with goods and services.
Marketing in ReviewMarketing in Review
What is the Role of a Marketing Plan?
– Supports organization’s mission and vision– Defines individual marketing strategies – Communicates these strategies and their goals– Monitors and adjusts the strategy
Marketing in ReviewMarketing in Review
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing MixMarketing Mix
TargetTargetMarketMarketTargetTargetMarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing StrategyMarketing Strategy
TargetTargetMarketMarketTargetTargetMarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
SalesSalesPromotionPromotion
SalesSalesPromotionPromotion
PersonalPersonalSellingSelling
PersonalPersonalSellingSelling
PublicityPublicityPublicityPublicity AdvertisingAdvertisingAdvertisingAdvertising
Promotional MixPromotional Mix
MarketingMarketingPlanPlan
MarketingMarketingPlanPlan
Marketing Marketing Strategy 4Strategy 4Marketing Marketing Strategy 4Strategy 4
Marketing Marketing Strategy 3Strategy 3Marketing Marketing Strategy 3Strategy 3
MarketingMarketingStrategy 2Strategy 2MarketingMarketingStrategy 2Strategy 2
Marketing Marketing Strategy 1Strategy 1Marketing Marketing Strategy 1Strategy 1
Marketing PlanMarketing Plan
+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool
Performance MeasuresPerformance Measures
How does your organization measure theeffectiveness of its marketing efforts?
Measurable Criteria:– Market Share– Market Penetration– Sales Revenue– Financial– Promotional Effectiveness
Performance MeasuresPerformance Measures
Market Share - InternationalNationalRegionalLocal
Performance MeasuresPerformance Measures
Market Penetration - Total # of HouseholdTotal DistributionFrequency of Use
Performance MeasuresPerformance Measures
Sales Revenue - Units SoldTotal Revenues
Performance MeasuresPerformance Measures
Financial Measures- Profit MarginBreak-EvenContribution MarginReturn on Investment (ROI)
Performance MeasuresPerformance Measures
Promotional Effectiveness - Name RecognitionAd Recall
Performance MeasuresPerformance Measures
CongratulationsCongratulations