Elements of a marketing plan
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Mission, SWOT and objectives, strategy mix,
implementation, evaluation and control. Which one drives
the whole process? Mission
Marketing concept
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, Satisfying customer wants and needs while meeting
organizational objectives
Mission
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• Statement of a firm's business based on the analysis
of:
- Benefits sought by present and potential customers
- Existing and anticipated environmental conditions
• Suffers from marketing myopia if stated narrowly
- Marketing myopia: Defining a business in terms of
goods and services rather than the benefits customers
seek
Organization's focus under a sales orientation
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Sales-oriented firms believe marketing is selling
things and collecting money.
• Problem—These firms lack understanding of the
needs and wants of the marketplace.
- Firms often cannot convince people to buy what is
neither wanted nor needed despite the quality of sales
force.
, Cognitive dissonance
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Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and
values or opinions
• Consumers reduce dissonance by:
- Seeking information that reinforces the purchase
decision
- Avoiding information that contradicts the purchase
decision
- Revoking the original decision by returning the product
Techniques for effective strategic planning
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• Continual attention
• Creativity
• Management commitment
Organization's focus under a marketing orientation
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- Focusing on customer wants and needs to
distinguish products from competitors' offerings
• Integrating all the organization's activities to satisfy
customer wants
Give this one a try later!
Mission, SWOT and objectives, strategy mix,
implementation, evaluation and control. Which one drives
the whole process? Mission
Marketing concept
Give this one a try later!
, Satisfying customer wants and needs while meeting
organizational objectives
Mission
Give this one a try later!
• Statement of a firm's business based on the analysis
of:
- Benefits sought by present and potential customers
- Existing and anticipated environmental conditions
• Suffers from marketing myopia if stated narrowly
- Marketing myopia: Defining a business in terms of
goods and services rather than the benefits customers
seek
Organization's focus under a sales orientation
Give this one a try later!
Sales-oriented firms believe marketing is selling
things and collecting money.
• Problem—These firms lack understanding of the
needs and wants of the marketplace.
- Firms often cannot convince people to buy what is
neither wanted nor needed despite the quality of sales
force.
, Cognitive dissonance
Give this one a try later!
Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and
values or opinions
• Consumers reduce dissonance by:
- Seeking information that reinforces the purchase
decision
- Avoiding information that contradicts the purchase
decision
- Revoking the original decision by returning the product
Techniques for effective strategic planning
Give this one a try later!
• Continual attention
• Creativity
• Management commitment
Organization's focus under a marketing orientation
Give this one a try later!
- Focusing on customer wants and needs to
distinguish products from competitors' offerings
• Integrating all the organization's activities to satisfy
customer wants
