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Navigable Slide Index

1. Introduction
2. Understanding the components of a strategy
3. Objectives
4. The purpose of strategic marketing planning
5. Map of the marketing domain
6. Financial risk and return
7. The route to sustainable competitive advantage
8. The need for a strategic marketing plan
9. A marketing plan formula
10. The value chain
11. Key elements of world class marketing
12. Ansoff matrix
13. Profit improvement
14. The marketing planning process and outputs
15. The contents of a strategic marketing plan
16. Define markets & understand value
17. Market overview
18. Some market definitions (personal market)
19. Market mapping
20. Market map - office equipment
21. Market segmentation (1)
22. Market segmentation (2)
23. The impact of price on profit
24. Personalising segments
25. How customers talk about category need
26. Understand the different category buyers
27. SWOT analysis
28. SWOT analysis - what not to do
29. SWOT analysis - what to do
30. Strategic marketing planning exercise
31. SWOT summary matrix
32. Market/Segment selection criteria
33. Setting expectations of performance
34. Positioning on directional policy matrix-guidelines
35. Deliver value
36. Define marketing strategy for promotion
37. Activities by medium
38. Segmentation example - the sunworshippers
39. Segmentation example - John and Mary Lively
40. The market understanding process
41. Assessing the strategic marketing plan

Topics Covered

• The need for marketing planning
• Key elements of world class marketing
• How to begin the process
• How to understand your market
• How to segment your market
• How to understand your customers' needs
• How to prioritise your marketing objectives and strategies
• how to test the value of your marketing plan

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales
• Strategy

Talk Citation

Publication History

• Published on January 1, 2012