Marketing planning process and research question,edit video iphone zoom,videomakerfx xampp,windows media player for i mac - PDF Books

01.03.2016
Ia€™ll briefly review each step in turn: Understand Your Customer Develop a clear picture of your target customer using market research and analysis.
Click here to get the 7-Step Marketing Toolkit, which will help you easily develop an effective marketing plan for 2016! Download our Marketing Strategy eBook - an easy 7-step marketing strategy program to drive business results. Between August and November, the trade marketing office of Brazilian consumer-goods industries generally go through the planning period for the following year’s budget. This article is particularly directed to all those trade marketing managers who at this moment are pouring their efforts into mounting the business plan that will enter into next year’s budget. During the budget period, apart from very few hours sleep and all the stress among senior trade marketing managers, it is common to see these professionals accumulating the difficult task of disputing funding for its area with that of marketing (communication) and with sales (the so-called commercial funding). The absence of this type of pre-alignment creates situations in which the salespeople cannot manage to implement a large number of promotions, competitions and initiatives alongside the direct and indirect channels of distribution.
We would like to make a contribution for trade marketing managers by presenting the 10 steps to a very successful trade marketing plan. Group together all the ideas and good practices sent by Sales, Trade, and Trade and Shopper marketing agencies. Try to score the value of the opportunities, quantifying the financial gains from a “macro” vision. In this step, try to quantify the creation of value (worth) of each action, in other words, the capacity to bring additional profit in a determined period – generally 12 months.
The aim is to avoid the trade marketing manager using just his personal opinion to evaluate the actions and, thereby, becoming susceptible to being taken by colleagues as someone who is subject to predilection and whim.
The use of four analytical requisites, with weightings defined by the top management of the company, will facilitate the job in hand for trade. The tactical plan is a detailing of the actions that have been previously selected to make up the final plan.
It is important to understand that in trade marketing there are some standardized actions that serve all clients and others which must be customized for just one client or channel. Actions with low scores should be excluded from the plan to be presented to the board of directors, and knowing how to calculate the ROI (Return on Investment) on trade marketing will greatly help the manager to prioritize these.
Finally, the last step must be to present the points of attention or warning about organizations or factors that could represent a risk to the plan. Twitter"Acompanhe nossa entrevista (Toolbox, McKinsey, + outras) sobre como fazer produtos premium "decolarem" no varejo.
Services can range from financial services provided by the banks to technology services provided by the IT company or hospitality services provided by hotels and restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience.
While everyone knows about the 7 Ps of services marketing, the 8th P of Services Marketing has emerged in research very recently. In integral services management, improving productivity is a requisite in cost management; but quality, as defined by the customer, is essential for a service to differentiate itself from other providers. It has been recognized that overall profitability of a firm may be greatly impacted by focusing on not only at the top-line by improving sales but also focusing on the bottom-line by lowering over-all cost of delivering services.
It has also been established in research that process improvements deliver better standardization and hence better quality in services. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies from which the 7 P Marketing Mix theory actually evolves? I was asked to do a presentation for the local branch of the Federation of Small Businesses.
The process I use, both for my own business and when I am writing and implementing plans for clients, is based on a model by PR Smith.
Far – reaching changes have been taking place in the Indian economy during the recent past, consequents to the opening up of our economy through globalization and liberalization policies.
The customer who was considered the ’King’ is now treated almost like ‘God’, emulating the highly successful marketing people of Japan. THE AMERICAN MARKETING ASSOCIATION defines marketing as “Marketing is a performance of Business activities that directs the flow of goods and services from producer to customer or user”.
A marketing plan is a formal statement of a set of business goals, the reason why they are believed attainable, and the plan for reaching goals and the way of reaching to the customer about to their product. A marketing plan represents all aspects of business planning process; declaring vision and strategy alongside sub-plans to cover marketing, finance, operations, human resources as well as a legal plan, when required. Preparing a Marketing plan draws on a wide range of knowledge from many different business disciplines: finance, human resource management, intellectual property management, supply chain management, operations management, and marketing among others. The marketing function or activities are conducted by various companies based on six alternative or orientations. The product concept believes that the consumers will favor products that offer the most in quality, performance & innovative features.
This concept believes that the consumers will not buy enough of the company’s products unless it undertakes pressure selling tactics and heavy promotion efforts. This concept believes that achieving the company’s objectives depends on understanding the needs & wants of target markets and delivering the desired satisfaction in a better way than what the competitors are doing. This concept believes that organizations should determine the needs, wants and interests of target markets. The first step is market segmentation, targeting and positioning, to customers the company should serve and how.


With the help of these, the company watches & adopt to the actors and forces in the marketing environment around it. These are well known as the Four P’s of Marketing as classified by McCarthy and this figure below gives clear description about the variables of marketing mix and its various tools. Place stands for the goods and services offered by a company to the target market, to satisfy needs and wants. Price refers to money value that the consumers have to pay to buy for the product or services. Promotion refers to the activities of Advertising, personal selling, sales promotion, public relations and communicating products benefits and attributes to target customers to persuade them to purchase. Place stands for physical distribution activities through which the products moves from the industry to the customers. To be successful, the marketing programmes have to blend the 4 variables into an ideal integrated action plan aimed at achieving the corporate objective. Packaging is the fifth element of the marketing mix, which refers to the outer physical coverage of the product or the way in which your product is appearing outside. People refers to both inside and outside people, the former refers to the employees of the industry and the later refers to the customers of our products and services, where they are considered as the important resources of marketing our goods and services. The strategy statement can take the form of a purely verbal description of the strategic options which have been chosen. The essence of the process is that it moves from the general to the specific, from the vision to the mission to the goals to the corporate objectives of the organization, then down to the individual action plans for each part of the marketing program.  It is also an interactive process, so that the draft output of each stage is cheeked to see what impact it has on the earlier stages, and is amended.
To define a target market for your business plan, you should research the potential buying audience for your product.  This could range from millions of people if you are starting an online business, to a few thousand individuals if you are opening a retail store in a small town.
Explain the motivation behind this demographic group and how you will help them meet their needs.
The same need to identify your target audience (business-to-consumer market) will also hold true if you are serving a business market (business-to-business market).  You need to determine which companies will benefit from your products or services.  Will you meet the needs of a specific industry or several industries? Another way to look at target market is to consider how you are positioning your company and your products.  Read “What’s Your Position in the Market?” to get the basics of this important but tricky concept. Behind the corporate objective, which in themselves offer the main context for the marketing plan, will lay the “corporate mission”, which in turn provides the context for these corporate objectives.  In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. In this context, all of IBM’s marketing activities were underpinned by its philosophy of “customer service,” a vision originally promoted by the charismatic Watson dynasty.  The emphasis at this stage is on obtaining a complete and accurate picture. Financial data-facts for this section will come from management accounting, costing and finance sections.
Accordingly, the best approach is to accumulate this material continuously, as and when it becomes available; since this avoids the otherwise heavy workload involved in collecting it as part of the regular, typically annual, planning process itself-when time is usually at a premium. Quantified – The predicted outcome of each activity should be, as far as possible, quantified, so that its performance can be monitored.
A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors.
Operational plans need to ascertain the activities and finances for almost every section of the firm or business for the next 1 or 3 years.  Operational plans also connect with intended plans and the activities that the business may deliver to its customer base. Deboreh (2010) International journal of Market research, “ Agenda Development for marketing research” vol 52, pp 339 – 362. Luan (june 2010) journal of marketing research, “Forecasting marketing mix responsiveness for new product” vol 47, pp 444 – 457. The objective of this process is to have some prevision over the expenses, investments and potential return on the business. It is also a recipe for being happy all-year long in trade marketing – a method of planning and working that will allow trade to use just the best ideas in the trade marketing plan.
This requires an intense effort to prove the worth of your own proposals and, for this reason, only the best must be used. This happens simply because the number of actions, when all added up, make the flow of the commercial relationship impractical. As yet, there is no managerial evaluation of the actions, they are just grouped by either channel of category of products to which they refer. To do this, one needs to know the necessary cost or investment in trade to carry out each of the presented proposals.
It is therefore important to use a set of fixed criteria in both the analysis of viability and in that of prioritization. Each action will possess a type of scorecard that will help the decision-making of those which will go to the final trade plan or not.
Nevertheless, as the capacity of sales to execute many actions in the field is restricted, from the practical point of view, the strategy will only come to realization when the salespeople are capable of executing it together with some client.
Here, instead of taking each action, one by one, presenting individual results, all the selected actions are added up in terms of their sales increase, costs and increased profit margins. This work foresees the difficulties of implementation and alternative courses of action, should these obstacles materialize throughout the process of implementing the trade marketing plan.
The tip is to create an alternative plan with high-impact-on-results actions and ease of implementation, but which further have a score below the rest in requisites such as strategic alignment and non-financial impacts.
So the classical 4 P structure of the Marketing Mix needs to be modified suitably to incorporate the 8 Ps for services marketing, which was previously known as the 7 Ps only.
Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence.


In services management, often the variable costs are a lot more than fixed costs, and so incremental costs, if managed properly can have a huge impact on productivity. Quality perception is a crucial differentiating factor on services management and for long term sustainability of the same. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.
The flood gates have been through thrown open to allow international competition for manufactured goods and as well as services, making it a question of survival of the fittest in any industry. When consumer expectations become higher and higher, superior market driven strategies or customer driven strategies and their execution in the market are important. These traditional definitions have undergone some changes and the new version is given as “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of values with others”. Improvement in production and distribution efficiency will be the focus for managements under this concept. Continuous improvements in product and quality are essential for companies that follow the product concept.
These companies shape separate offers, services and messages to individual customers, based on their individual preferences. It should then deliver superior value to the customers in a way that maintains or improves the consumer’s and the society’s well being.
To be most effective, the plan has to be formalized, usually in written form, as a formal “marketing plan”. If you are catering to the consumer market, narrow your potential customer base to a defined demographic group.  By doing so, your business will not only be more attractive to investors, but you will have a much easier time compiling sales and marketing plan.
Even so, the first task of this annual process should be to check that the material held in the current facts book or facts files actually is comprehensive and accurate, and can form a sound basis for the marketing audit itself. The final document of this process is a business plan, by brand, category and sales channel, that integrates into the marketing, logistics, production and financial plan that companies submit to their shareholders in Brazil and abroad.
Apart from this, it will facilitate the relationship of this area, with all the rest, by showing how to say “No”, without feeling guilty, to any proposal that does not integrate, reinforce or mobilize the strategic incentives of your company’s brands within the trade marketing plan for the coming year. I have heard of cases of companies where a salesperson has had eleven actions in five different categories to present to his interlocutor in a large foodstuff distributor – something really non-viable.
Clearly, one is working with an estimate at this point, and for this, it is important to have agencies that can supply some notion of the costs, before making the proposal in itself. The brand plan, plans of clients and the capacity of sales executing proposals should be considered.
This allows the manager to present an integrated budget proposal (investments and costs) and of the potential increase in sales (which will go toward the commercial target), apart from the potential gains in market share (to be considered in the marketing budget – products). So for services, a firm may greatly benefit through proper re-engineering of processes and remodeling the same if required to improve productivity at each stage. So I thought it would be great to share some of my favourite quotes and explain how they can help small and medium sized businesses to grow.
In the present highly competitive economy, which can be called as Buyer’s market, it is the customer who wields full power.
Companies have to be fully customer oriented to succeed in the present competitive scenario, and should “Think Customer”, “Live for Customer”, “Smell Customer”, and “Build Customer Relations”.
Thus marketing is a communication channel through which the industry and consumers are communicated. When the demand for a product exceeds the supply, manufacturers have too increase production. This concept is especially used for unsought goods which buyers do not think of buying, like cemetery plots, life insurance, etc. They hope to achieve profitable growth through capturing a larger share of each customer’s expenditures by building high customer’s loyalty and focusing on customer’s life time value.
It’s best not to assume or guess.  Use surveys, questionnaires, or secondary research to gather your demographic data. As such, the prioritization is the key to profitable growth of mass consumer-goods companies. When the product’s cost is too high, the management has to bring it down to affordable levels.
What is the customer’s perception towards our product in the market?” these questions should be answered in the case of positioning of a product in the market. No wonder that the collective battle cry from sales and marketing people, retailers, wholesalers and advertising wizards alike is now ‘Serve the customer’, or ‘Delight the customer’. Production concept, though useful in some situations, could result in ‘Marketing Myopia’, according to Theodore Levitt.
Companies following this concept focus too narrowly on their own activities and lose sight of the real objective of customer’s need satisfaction.



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