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Erstellt / Aktualisiert 19.09.2013 / 13.03.2015
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4 Exakte Antworten 56 Text Antworten 1 Multiple Choice Antworten
Fenster schliessen

Primary factors in a marketing plan

  • Overall goals of plan
  • Marketing objectives -> must be cleary stated and measurable
  • Marketing strategy -> general course of action to achieve your goals and objectives
  • Situation analysis 
  • Problems and opportunities
  • Financial plan
  • Research
Fenster schliessen

Primary factors in a marketing plan

  • Overall goals of plan
  • Marketing objectives -> must be cleary stated and measurable
  • Marketing strategy -> general course of action to achieve your goals and objectives
  • Situation analysis 
  • Problems and opportunities
  • Financial plan
  • Research
Fenster schliessen

Brand and company objectives

  1. Prospect identification
  2. consumer motivations
  3. advertising execution
  4. advertising budget and allocation
Fenster schliessen

Integrated marketing

Communication component of marketing is further devided into four primary categories

"The joint planning, execution and coordination of all areas of marketing communication"

Fenster schliessen

1. Personal selling

  • personal communication is the most effective means of persuadiing s.o.
  • As a primary technique, personal selling is the most often used in B2B marketing
Fenster schliessen

2. Sales Promotion

  • extra incentive for customers to make an immediate purchase
  • most extensive category pf promotional spending 
  • saled activities that supplement both personal selling and marketing, coordinating the two and help to make them effective
Fenster schliessen

3. Public Relations

  • Communication with various internal and external publics to create an image for a product or corporation
  • helps organization and its publics adapt mutually to each other
  • primary benefit of PR is that it is perceived as higher audience credibility than ad
  • key to successful PR is to view it as a complement rather than a competitor to ad
  • PR and ad should work in concern to get the brand message to as many prospects as possible
  • unlike ad, a PR message is ultimately controlled by media
Fenster schliessen

The components of advertising strategy

  • most successful brnads are those with features and benefits unique within a product category and those that hold a differentiated position un the minds of consumers
  • It is ads job to turn product benefits into an attention getting story, that appeals to prospective buyers