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Name ____________________________________________ Date ____________ Class _______________________ Chapter 9 Developing a Marketing Strategy and Marketing Plan NEWSLINE: REFOCUSING ON CUSTOMERS VISUAL FOCUS: NABISCO TRISCUIT LESSON 9.1 ELEMENTS OF A MARKETING STRATEGY DIFFERENTIATING MARKET SEGMENTS Start with a Market Recognize Differences and Similarities Segmenting Factors SELECTING TARGET MARKETS LESSON FEATURE SOS: Using Communications Technology Professionally LESSON 9.2 MARKETING MIX ALTERNATIVES FINE-TUNING THE PRODUCT Basic Product Product Features Options Marketing – Chapter 9 1 Name_______________________________________ Date____________ Class___________________________ Associated Services Brand/Image Guarantee/Warranty Packaging Uses DISTRIBUTION, PRICE, AND PROMOTION Distribution Price Promotion ANALYZING THE PRODUCT LIFE CYCLE Introduction Growth Maturity Decline Marketing – Chapter 9 2 Name ____________________________________________ Date ____________ Class _______________________ LESSON FEATURES Net Bookmark: Brand Recognition World View: The Emerging Chinese Market LESSON 9.3 ANALYZING CONSUMER PURCHASE CLASSIFICATIONS HOW CONSUMERS SHOP Convenience Goods Staple Goods Impulse Goods Emergency Goods Shopping Goods Attribute-Based Goods Price-Based Goods Specialty Goods Unsought Goods Marketing – Chapter 9 3 Name_______________________________________ Date____________ Class___________________________ USING PURCHASE CLASSIFICATIONS Convenience Goods Shopping Goods Specialty Goods Unsought Goods LESSON FEATURE Judgment Call: Market Intelligence LESSON 9.4 MARKETING PLANNING THE BENEFITS OF PLANNING What Is a Marketing Plan? From Strategy to Plan PREPARING FOR MARKETING PLANNING Planning to Plan Plans Require Information Performance of the Company Marketing – Chapter 9 4 Name ____________________________________________ Date ____________ Class _______________________ Performance of Competitors Changes Outside the Company Information about Current and Prospective Customers Gathering Needed Information LESSON FEATURE Virtual Marketing: E-commerce Accommodation LESSON 9.5 DEVELOPING A MARKETING PLAN ANALYZING THE MARKET Company Mission Current Markets and Strategies Primary Competitors External Environment Internal Analysis DEVELOPING THE MARKETING STRATEGY Determining Goals and Outcomes Marketing – Chapter 9 5 Name_______________________________________ Date____________ Class___________________________ Defining a Target Market Specifying the Marketing Mix Developing a Positioning Statement PLANNING FOR ACTION Activity Schedule Evaluation Procedures LESSON FEATURE Digital Digest: Seeing Is Believing Marketing – Chapter 9 6