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University of British Columbia
COMM 296
So Eun Park

CLASS 2: BIG PICTURE AND MARKETING PLAN (JANUARY 4, 2011) Production Era Sales Era - Prior to 1950s - Customers resist nonessential goods and services - Personal selling and advertisings job is to convince them to buy Marketing Era - Shift from sellers to buyers market - Company-wide consumer orientation - Objective of achieving long-run success - Satisfying customer needs Value Based Era 1. Long-term Focus 2. Relationships (vs. transactions) 3. Beyond just customers 4. Evolves over time - Relationship marketing o Lifetime value of a customer o Converting new customers to advocates o Objective of long term relationship and loyalty 5 Steps to a Marketing Plan 1. Business Plan o Business plans start with a mission or vision statement o Marketing plans are a subset of business plans 2. Situation Analysis o TEXTBOOK IS WRONG: DO NOT USE SWOT TO DO SITUATION ANALYSIS o YOU DO A SWOT AFTER SITUATION ANALYSIS o WELL USE ANOTHER FRAEMWORK = CPEST 3. Develop Strategy 4. Implement Strategy 5. Monitor and Control o Measures must be included in the plan at the outset o What gets measured gets done o Continue to monitor the environment *Strategy is one of the most misunderstood and abused words in business! Tactics vs. Strategies Tactics Strategies - Short term - Longer term - Address specific - Affects firms overall objective direction Examples Examples - Mktg: decide on target - Mktg: set new selling market price - HR: perform staff needs - HR: hire new analysis graduate for short - MIS: determine whether term position to move company to Mac - MIS: buy laptop for all or Windows platform staff CLASS 3: SITUATION ANALYSIS PART 1 (JANUARY 11, 2011) - Inside + out - This diagram shows two frameworks for doing a Situation Analysis: o Immediate Environment (Blue & Orange) o Macro Environment Customer - Who are they? - Where do they shop? - What do they buy? - Motivation? - Frequency? - If not ours, then whose? Company (and corporate partners) Competitors - Consider competition as direct competition - Indirect competition different products that meet same needs - Marketplace competition Alternate choices for consumers to spend $ CLASS 4: SITUATION ANALYSIS PART 2 (JANUARY 13, 2011) Macro environmental Factors - CDSTEP o Cultural o Demographic o Social o Technological o Economic o Political-Regulatory Cultural - Shared meanings, beliefs, values of a group - Micro cultures Demographic - Characteristics of population and segment - Simple snapshot of target market - Generational cohorts - Variables = income, education, gender, ethnicity Social -trends that shape consumer values Technological - Not just communications but science - How technology improves your product or the delivery of your product o Product design o Distribution o Etc. Economic - What are the major economic factors that affect your firms ability to compete? Political-Legal - Laws, legislation - Industry standards CLASS 6: CONSUMBER BEHAVIOUR PART 1 (JANUARY 20, 2011) Psychological: - Needs/motives - Attitudes - Perception - Learning - Lifestyle
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