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Chapter 11
Marketing Plans
Chapter Overview
 Lesson
11.1 Promotion
 Lesson 11.2 Marketing Research
 Lesson 11.3 Developing a
Marketing Plan
 Lesson 11.4 The Bottom Line
Lesson 11.1
Promotion
Promoting Your Products
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Most visible of marketing
functions
Communicating w/ customers
through
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Advertising, Publicity, Sales
promotion, Personal selling
Directly linked to a companies
image
S & E used to promote clothing
through endorsement of athlete
or entertainer
Focus the Ads
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Who is the targeted customer group
Marketing research – provides info about
preferences of the customer group
Demographics of customer groups provide
data that will help make decisions about the
content of your ads and appropriate media to
use
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Age of the customers
Where the customers live
Which Media To Use
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Design message and
determine media to
deliver to your target
market
Most commonly used
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Print (newspapers,
magazines, billboards)
Broadcast (TV, radio)
Internet
Publicity Counts
Sponsoring events and getting a
company’s name in front of customers.
 Difference between publicity and
advertisement is the price.
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Publicity is free.
Sponsors expect to see articles written
about the event including their name.
Sales Promotion
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Any action or communication that
encourages a consumer to buy a
product.
Give-away is a direct incentive.
Sales promotion items are referred
to as specialty advertising items
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Often have logo
Discounts, coupons, and contests
are other examples of sales
promotions
Personal Selling
An in-person
face-to-face
communication
between a seller
and a customer.
 Large corps. are
major clients.

Lesson 11.2
Marketing Research
Researching the Market
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21st Century Internet – helping marketing
strategies become more focused
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Need to use detailed marketing info
To build and nurture customer relationships
Finding answers to key questions is the connection
between developing the product and actually
selling it to customers
Researching the market and managing the
research info-allows forms to structure their
products their products and messages to
customers.
Marketing Research
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Determining what
customers want to
improve products
Collecting data
Organizing and
maintaining data
Looking for patterns in
data
Ongoing, repeated
frequently, often revised
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Scientific method
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Define the problem
Analyze the situation
Develop process for
collecting data
Collect, organize,
analyze data
Determine a solution to
the problem
Lesson 11.3
Develop a
Marketing Plan
Know Where You Are Headed

Marketing Plan-written
component of the strategic
plan that addresses how
the co. will carry out the
key marketing functions
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Simple or detailed
Development of mission stmt
Guides marketers and
planners as they develop new
products or services
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Sense of Direction
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Analyze data
Incorporate the info
Prepares you for future
needs
Continuously changes
Focusing on the
Customer
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Blockbuster (movie
guarantee)
Components of the Plan
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Mission of the business
Goals of the business
Product Planning
Marketing-Info Mgmt
Distribution System
Pricing
Promotional Strategies
Financing
Purchasing
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Risk Management
Selling
People
Internal Communication
Systems
Timelines for
Implementation
Intervals of Review and
Evaluation
The Future
One More Thing….
Planning is a
systematic,
ongoing process
 Must be reviewed
frequently
 Revisions must be
considered

Lesson 11.4
The Bottom Line
Let’s Make Money!!!
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Profit is the purpose
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Money remaining after
all costs, including
salaries, ads, utilities
are paid
No profit= no success
Will eventually run out
of money
No investors
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Who gets the money?
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Individuals & Businesses
Money generated
through ticket sales,
broadcast sales,
licensing, and facility
revenues
Event marketed to fans
or customers
Promotion plays key role
Personal Seat Licenses (PSL)
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Customer pays fixed fee
to obtain rights to buy
season tickets
In football & baseball, the
PSL fees sometimes used
to pay for part of the cost
of stadium
PSL is not shared between
home and visiting teams
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Ticket revenue is shared
Concessions and Other Licenses
 Fixed
fee
 Royalty based
on sales
 Combine upfront fees and
royalties