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Bm 4.2 Marketing Planning

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B Business and Management (Standard Level) All material taken from the IB Business and Management Textbook: "Business and Management", Paul Hoang, IBID Press, Victoria, 2007

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IB Business & Management Unit 4.2 Marketing Planning Lesson 1: The Marketing Mix pp. 455-464 Lesson 1: The Marketing Mix pp. 455-464 Lesson 1: The Marketing Mix pp. 455-464
1. Think about it ... ,[object Object],[object Object]
2. Focus Questions ,[object Object],[object Object],[object Object],[object Object]
3a. Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3b. Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4a. The Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4b. The Marketing Mix- Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4c. The Marketing Mix- Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4d. The Marketing Mix- Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Factory Wholesalers Retailers Consumers
4e. The Marketing Mix- Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4f. The Marketing Mix- Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4g. The Marketing Mix- 8 P’s? Marketing Mix Packaging Process People Physical evidence Place Promotion Price Product
5a. Ethics of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. Marketing Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IB Business & Management Unit 4.2 Marketing Planning Lesson 2: Marketing Objectives pp. 468-476 Lesson 2: Marketing Objectives pp. 468-476 Lesson 2: Marketing Objectives pp. 468-476
7a. Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7b. Marketing Objectives Marketing Objectives Include market development new product development product innovation high market standing increase market share market leadership product positioning consumer satisfaction diversification
7c. Marketing Objectives Constraints Marketing Objectives Constraints competitors state of the economy political environment legal environment finance costs of production size and status of the firm social issues time lags
8a. The Role of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8b. Primary Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8c. Advantages & Disadvantages of Primary Research Advantages Disadvantages up to date time consuming relevance costly confidential and unique validity objectivity
8d. Secondary Research ,[object Object],[object Object],[object Object],Advantages Disadvantages cheaper & faster to collect maybe out of date huge range of sources info may be inappropriate provides insight into trends widely available to the competition
8e. Qualitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8f. Qualitative Research ,[object Object],[object Object],[object Object],[object Object],Advantages Disadvantages better exploring the motivators and the de-motivators of customers information used does not represent the whole population can be rich in depth can be time consuming can be inexpensive need interview expertise respondents not under any pressure interviewer can be bias
8g. Quantitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IB Business & Management Unit 4.2 Marketing Planning Lesson 3: Market Segmentation pp. 481-497 Lesson 3: Market Segmentation pp. 481-497 Lesson 3: Market Segmentation pp. 481-497
9a. Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
9b. Segmentation by Demographics Segment by demographics Marital status Race and Ethnicity Gender Age groupings Religion Language Income Socio- econ.
9c. Segmentation by Geographic & Psychographic Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
10a. Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
10b. Targeting Advantages of Niche Marketing Disadvantage of Niche Marketing better marketing focus very small markets less competition small market size = no economies of scale become highly specialized highly successful markets may attract new competition
10c. Targeting ,[object Object],[object Object],[object Object],[object Object],Advantages Disadvantages huge economies of scales high entry barriers no tailed marketing mixes fierce competition caters to larger markets = larger profits lack of focus mass marketing can be wasteful
10d. Targeting ,[object Object],[object Object],[object Object],[object Object],Advantages Disadvantages customers enjoy a satisfying experience it is costly risks are spread out can not exploit economies of scale can drain a firm’s resources and confuse customers
11a. Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
11b. Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price High Low High Low Premium brands Cowboy brands Bargain brands Economy brands
12a. Development of Marketing Strategies & Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
12b. Development of Marketing Strategies & Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The End

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Bm 4.2 Marketing Planning

  • 1. IB Business & Management Unit 4.2 Marketing Planning Lesson 1: The Marketing Mix pp. 455-464 Lesson 1: The Marketing Mix pp. 455-464 Lesson 1: The Marketing Mix pp. 455-464
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. 4g. The Marketing Mix- 8 P’s? Marketing Mix Packaging Process People Physical evidence Place Promotion Price Product
  • 13.
  • 14.
  • 15. IB Business & Management Unit 4.2 Marketing Planning Lesson 2: Marketing Objectives pp. 468-476 Lesson 2: Marketing Objectives pp. 468-476 Lesson 2: Marketing Objectives pp. 468-476
  • 16.
  • 17. 7b. Marketing Objectives Marketing Objectives Include market development new product development product innovation high market standing increase market share market leadership product positioning consumer satisfaction diversification
  • 18. 7c. Marketing Objectives Constraints Marketing Objectives Constraints competitors state of the economy political environment legal environment finance costs of production size and status of the firm social issues time lags
  • 19.
  • 20.
  • 21. 8c. Advantages & Disadvantages of Primary Research Advantages Disadvantages up to date time consuming relevance costly confidential and unique validity objectivity
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. IB Business & Management Unit 4.2 Marketing Planning Lesson 3: Market Segmentation pp. 481-497 Lesson 3: Market Segmentation pp. 481-497 Lesson 3: Market Segmentation pp. 481-497
  • 27.
  • 28. 9b. Segmentation by Demographics Segment by demographics Marital status Race and Ethnicity Gender Age groupings Religion Language Income Socio- econ.
  • 29.
  • 30.
  • 31. 10b. Targeting Advantages of Niche Marketing Disadvantage of Niche Marketing better marketing focus very small markets less competition small market size = no economies of scale become highly specialized highly successful markets may attract new competition
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.