ADV 205 Lecture Notes - Lecture 16: Swot Analysis, Marketing Mix, Customer Relationship Management
Document Summary
Normally goes from corporate level to functional level (marketing). The marketing plan dictates an advertising plan. A marketing plan proposes strategies for using the marketing mix to achieve marketing objectives . The marketing plan: a plan that proposes strategies for using the marketing mix to achieve marketing objectives. Top-down model (most common, 4 main parts) Where your company stands at the moment in time. Backgrounds on: past sales, major competitors, info on recent sales/profits. Swot analysis:scan of the internal and external environment. Deciding where you want to be and when you want to get there. To + verb + measurement + value + time. Verbs: increase, build, expand, develop, grow, construct. Measurements: awareness, preference, conviction, knowledge, likeness, purchase, units, sales, online ticket sales, takeout orders, christmas sales, votes, membership, donations. Time: 4th quarter, annually, end of 2018, monthly. Increase revenue 12 percent from our existing line of products over the next six months while maintaining current profit margins.
