intro to marketing - workshop 5 evaluation of marketing plans & ethics

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