MARKETING MANAGEMENT 25TH September

VIEW BBC NEWS DAILY TO BE ON TOP OF CURRENT AFFAIRS WRT MARKETING

*a marketing plan is useless if it is not going to generate profits*

HOMEWORK
To review for next class
Functions of a marketing manager?
Define marketing?
Review S’s and P’s
PESTLE
SPICC
Review chapter 2 & 3 in text
Make up a mission statement for a company of yr choice
WALK WITH LAST YRS NOTES
Marketing is a function of the organization

MARKETING PLAN

1. MISSION STATEMENT – High level intent

2. CORPORATE OBJECTIVES – profits, increase market share, reduce expences,
new market share etc
3. SITUATIONAL ANALYSIS/MARKETING AUDIT – identifies where we are now as a
company. Internal environment is determined by using S’s and P’s. external
environment is determined using PESTLE and SPICC
4. SWOT – specific to company
5. MARKETING OBJECTIVE – what we want to achieve
6. ASSUMPTIONS – futuristic thinking eg. Recover of global market or recession
to occur. (based on trends collected previously from PESTLE and SPICC)
7. MARKETING STRATEGIES – how are we going to do it (porter and ansoft) how
do we determine which strategy to use??- look at objectives, which would
take us to swot. There are many choices of strategies.
a. 1 marketing mix per strategy
 b. Generally 3 strategies – short term, middle and long lerm
8. FORECAST AND BUDGET
9. MONITORING AND CONTROL – crucial function as a manager.
10.CONTENGENCY PLAN – Alternative plan