Present all relevant facts about the company’s history, growth, products, sales volume, share of market, competitive status, markets served, distribution system, past advertising programs, results of marketing research studies, company capabilities, strengths and weaknesses, and any other pertinent information. After gathering historical information, on focus changes to potential threats and opportunities based on key factors outside the company’s control: economic, political, social, technological, or commercial environments the company operates in | 8- Splash Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Describes the process of marketing and advertising planning Chapter Chapter Title Describe how share-of-market/share-of-voice budgeting can be used Chapter 8 Objectives Explain the role & importance of a marketing plan Describe how marketing & advertising plans are related Explain the difference between objectives & strategies Give examples of need-satisfying & sales-target objectives Discuss the suitability of top-down, bottom-up, & IMC planning Explain how budgets are set 8- Sales-Target Target Market Positioning Marketing Mix Need-Satisfying Marketing Corporate Situation Analysis The Marketing Plan: Top-Down Marketing Objectives Marketing Strategy Marketing Tactics 8- Mountain Dew’s original target market, product positioning, and marketing mix The Marketing Plan: Top-Down 8- The Marketing Plan: Top-Down Ad for tourism in North Carolina: marketing strategies based on need-satisfying . | 8- Splash Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Describes the process of marketing and advertising planning Chapter Chapter Title Describe how share-of-market/share-of-voice budgeting can be used Chapter 8 Objectives Explain the role & importance of a marketing plan Describe how marketing & advertising plans are related Explain the difference between objectives & strategies Give examples of need-satisfying & sales-target objectives Discuss the suitability of top-down, bottom-up, & IMC planning Explain how budgets are set 8- Sales-Target Target Market Positioning Marketing Mix Need-Satisfying Marketing Corporate Situation Analysis The Marketing Plan: Top-Down Marketing Objectives Marketing Strategy Marketing Tactics 8- Mountain Dew’s original target market, product positioning, and marketing mix The Marketing Plan: Top-Down 8- The Marketing Plan: Top-Down Ad for tourism in North Carolina: marketing strategies based on need-satisfying objectives Insert photo , p. 239 North Carolina tourism ad Position = ” horizontal, ” vertical Size = ” WIDE Resolution = 300 dpi 8- The Marketing Plan: Bottom-Up Marketing Results Marketing Tactics Marketing Strategy 8- The New Marketing Mantra: Relationship Marketing Keys to Building Brand Equity Market relationships, not transactions Customers, not products, are focus Know that customer has choices 8- Value of loyal customers Cost of acquiring new customers Cost of lost customers (LTCV) The New Marketing Mantra: Relationship Marketing The Importance of Relationships 8- The New Marketing Mantra: Levels of Relationships Transactional (Basic) Reactive Accountable Proactive Partnership 8- The New Marketing Mantra: Levels of Relationships Profit Margin High Medium Low Many Accountable Reactive Basic Medium Proactive Accountable Basic Few Partnership Accountable Reactive Number of Customers 8- De Beers ad: product messages and consistency of a desired image .
