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Business and Entrepreneurship: 2nd Bachillerato Eng. Daniel Loya Week 18 To 22 Oct 2021

A marketing plan is a detailed guide with two primary parts: marketing goals and strategies for reaching those goals. The marketing mix strategies include the 4Ps - product, price, place, and promotion. The marketing plan establishes short, mid, and long-range goals and outlines how the business will communicate value to customers through its marketing strategies.

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0% found this document useful (0 votes)
56 views16 pages

Business and Entrepreneurship: 2nd Bachillerato Eng. Daniel Loya Week 18 To 22 Oct 2021

A marketing plan is a detailed guide with two primary parts: marketing goals and strategies for reaching those goals. The marketing mix strategies include the 4Ps - product, price, place, and promotion. The marketing plan establishes short, mid, and long-range goals and outlines how the business will communicate value to customers through its marketing strategies.

Uploaded by

Elena Suntaxi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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BUSINESS AND

ENTREPRENEURSHIP
2nd Bachillerato
Eng. Daniel Loya
Week 18 to 22 Oct 2021
What Is a Marketing Plan?
Marketing Plan

Marketing is a way of presenting your business to


your customers

The main purpose for marketing is to clearly


communicate the value of your product or service

A marketing plan is a detailed guide with two primary


parts:

• Marketing goals
• Strategies for reaching your goals (the marketing mix)
What Is a Marketing Plan?

https://youtu.be/keCwRdbwNQY
Marketing Goals

Every marketing plan is


unique because each
business has its own
marketing goals. When
you first begin creating
a marketing plan, it's
important to state what
you want to accomplish.
Marketing Goals / timeframe

Short-Range Goals Within 1 year

Mid-Range Goals 2 to 5 years

Long-Range Goals More tan 5 / 10 to 20 years


Marketing Goals
Some additional things to keep in mind when writing
goals include:
• Think about why you want to reach each goal. How does

Motive each goal influence your messaging to your customer? Also,


consider the opportunity cost of setting one particular goal
rather than another

• Be careful not to write goals that conflict with one another.


Consistency That will only create frustration. It will also decrease the
possibility of accomplishing goals

• Eventually, you will need to work out a budget for your marketing

Cost plan to check the feasibility of your goals. Cost not only includes
money, but also your personal energy. Try to be as realistic as you
can when writing goals.
Marketing Goals/Acting on your Goals
"I want to increase the number of customers that come to my store"

"I want to increase the number of customers that come to my store by 25% in three months"
Marketing Mix

People

Promotion Product

Marketing
Mix

Price Place
WHEN AND WHERE WILL YOU
SELL?
Choosing an excellent
location for a physical store.

Taking orders via a toll-free


Determining the days and
telephone number, with
hours when customers are
operators standing by 24
most likely to shop
hours a day.

Taking online orders that


customers can access
anytime, from anywhere in
the world
THREE BASIC OPTIONS IF YOU CHOOSE NOT
TO DISTRIBUTE YOUR PRODUCT YOURSELF

Exclusive Distribution

Exclusive distribution gives a


Intensive Distribution
specific retailer, or authorized Selective Distribution
dealer, the sole right to sell a The object of intensive
product in a particular distribution is to make a
geographical area. An product available at as Allowing a product to be
exclusive distribution many sales outlets as sold at a moderate number
agreement usually requires possible. This means that the of sales outlets, but not all,
that the retailer or dealer product will be sold at a in a particular geographical
cannot sell any competing area
variety of stores, many of
products.
which may compete with
each other
HOW WILL YOU TRANSPORT AND
STORE PRODUCTS
Ways to transport products include by airplane,
train, boat, truck, or a mix of methods. The cost of
shipping, as well as the speed at which the product
needs to be delivered, are two key factors that affect
transportation choices.
Build or
NAME YOUR PRICE
Maintain an
Image

Increase Sales
Cost-Based
Volume
Pricing
(Quantity)

Obtain or
Competition-
Expand a
Based Pricing
Market Share

Demand-Based Maximize
Pricing Profits
PROMOTION/GET CUSTOMERS
AIDA is a popular communication model used by companies to plan, create, and
manage their promotion to build awareness and get customers to buy products or
services

1. Attention. The first step when introducing a 2. Interest. After you get people's attention, you want
new product to a market is to grab the attention to keep it. To hold a person's interest, you need to focus
of potential customers. For example, using a well- your message on the product's features and benefits.
known celebrity to introduce a product may cause Clearly communicate to customers how these specific
people to take notice. features and benefits relate to them.

3. Desire. What can you do to make your product 4. Action. Don't forget to ask customers to take action,
desirable? One way might be to demonstrate the to buy. You may also want to give them a reason why
product, or show how it works. Proving in some way they should act right away. For example, a limited-time
that your product is a bargain is another tactic that offer might motivate consumers to buy. Another
may increase a person's desire to buy. important part of this stage is making sure it is easy and
convenient for people to buy.

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