Download The Marketing Plan

Name: ____________________________________________ Assignment #: _______
Date: ___________ Period: ________
Chapter 10 The Marketing Plan
Key Terms
 marketing plan
 marketing objectives
 marketing mix
 brand
 package
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label
product positioning
product mix
channel of distribution
direct channel
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intermediaries
price gauging
price fixing
marketing tactics
Objectives:
 Identify the role of marketing objectives in developing a marketing plan.
 Name the five marketing strategies that make up the marketing mix.
 Describe the part marketing tactics play in the marketing plan.
Forming Marketing Objectives
A convincing ___________________ ___________ includes a rationale for your
selection of marketing strategies and tactics.
The Marketing Plan
A successful marketing plan contains specific _______________ ______________.
Developing the Marketing Mix
Developing a ________________ _______ enables an entrepreneur to map out how
to accomplish marketing initiatives. The five p’s are known as:
P ___________________________
P ___________________________
P ___________________________
P ___________________________
P ___________________________
The Product Strategy
The product strategy deals with the goods or services your business will provide.
Considerations Include:
 features and ___________________________
 branding, packaging, and ___________________________
 selection
 ___________________________
 product mix
A product’s _________________, ___________________________, and
________________________ serve as strategies for maintaining customer loyalty.
Branding, packaging, and labeling can have a bearing on ____________________
_________________________.
The final consideration in your product strategy is determining your company’s
___________________________
__________.
The Place Strategy
The _____________________________strategy deals with how you will deliver your
goods and services to customers. Place strategy considerations include:
 channels of distribution
 ______________________________
 location, layout, and _______________________________
To formulate a place strategy, the entrepreneur needs to understand the
___________________________ of ___________________________.
There are two basic types of channels of distribution in the place
strategy-_______________________ and _________________________.
A ______________________ _________________________ moves a product from
producer to customer with no other businesses involved.
An indirect channel of distribution employs intermediaries.
The People Strategy
The ______________________ strategy involves assembling, preparing, and
maintaining the people who will help the business achieve success.
The Price Strategy
The ________________________ strategy is a financial decision and a marketing
strategy that affects the customer’s motivation to buy.
Costs & Expenses
__________________________ costs and expenses (expenses that are not
subject to change depending on the number of units sold), such as
__________________, utilities, and insurance
_____________________________, affect price.
The Promotion Strategy
The ___________________ strategy is designed to tell potential customers about a
business’s products and their characteristics, benefits, and availability.
A ______________________ _________ is the combination of different promotional
elements that a company uses to reach and influence potential customers.
Marketing Tactics
To apply marketing strategies, entrepreneurs employ ____________________
____________________.
Additional Notes/Questions: