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    Principles and Practice of Marketing, (c) 1998 McGraw-Hill 2 marketing planning at the business level. Planning at the product level core strategy target markets Competitive Competitor advantage targets marketing mix decisions Organization and implementation Control. Testing core strategy Clearly defines target customers and their needs Internally consistent Creates a competitive advantage core strategy Derived to achieve product market objectives Resource and managerially supportable Incurs acceptable risk.

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    Principles and Practice of Marketing, (c) 1998 McGraw-Hill 2 marketing planning at the business level. Planning at the product level core strategy target markets Competitive Competitor advantage targets marketing mix decisions Organization and implementation Control. Testing core strategy Clearly defines target customers and their needs Internally consistent Creates a competitive advantage core strategy Derived to achieve product market objectives Resource and managerially supportable Incurs acceptable risk.

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    474 views6 pages

    Principles and Practice of Marketing

    Uploaded by

    azwan ayop
    Principles and Practice of Marketing, (c) 1998 McGraw-Hill 2 marketing planning at the business level. Planning at the product level core strategy target markets Competitive Competitor advantage targets marketing mix decisions Organization and implementation Control. Testing core strategy Clearly defines target customers and their needs Internally consistent Creates a competitive advantage core strategy Derived to achieve product market objectives Resource and managerially supportable Incurs acceptable risk.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 6

    Principles and Practice of Marketing

    David Jobber

    Chapter 2
    Market Planning: An Overview of Marketing
    The marketing planning process
    Business mission
    Re-definition
    Marketing audit Marketing
    planning at
    SWOT analysis the business
    level

    Marketing objectives

    Core strategy

    Marketing
    Marketing mix decisions planning at
    the product
    Organization and implementation level

    Control

    D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2


    Planning at the business level
    Business mission
    Re-definition
    Marketing audit

    SWOT analysis

    Marketing objectives

    Strategic Strategic
    thrust objectives

    D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3


    Planning at the product level

    Core strategy

    Target Competitive Competitor


    markets advantage targets

    Marketing mix decisions

    Organization and implementation

    Control
    D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4
    SWOT analysis

    Source

    Internal
    Strengths Weaknesses (controllable)

    External
    Opportunities Threats (uncontrollable)

    D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 5


    Testing core strategy
    Clearly defines target
    customers and their
    needs

    Creates a
    Internally competitive
    consistent advantage
    Core
    strategy
    Derived to
    achieve product Incurs
    market acceptable
    objectives risk
    Resource and
    managerially
    supportable

    D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 6

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