Unit 2 Assignments
(Developing)Marketing Strategies and Plans Marketing Strategy
Complete Unit 2 Individual Written Assignment below in APA format with references.
(follow chapter 2 for answer) find attachment for E-Book
no plagiarism. page citation is must from text book chapter 2 (start from page number 32)
Written Assignment:
Q1. The marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at two levels: strategic and tactical. The strategic marketing plan lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service. Identify and explain the elements of a tactical marketing plan for a new and unique kind of cola that claims to be good for your health. Approximate length: 3-4 paragraphs.
Q2. In the central role of strategic planning, only a handful of companies stand out as master marketers—Procter & Gamble, Southwest Airlines, Nike, Disney, Nordstrom, Wal-Mart, and McDonald’s to name a few. Look them up and explain the various reasons why they succeed in standing out to customers? Make sure and identify strategic marketing concepts from your readings. Approximate length: 3-4 paragraphs.
CHAPTER 2 Strategic Planning in Contemporary Marketing
Strategic Planning in
Contemporary Marketing
CHAPTER 2 Strategic Planning in Contemporary Marketing
Successful marketing means . . .
The company’s capabilities in
Understanding customer value
Creating customer value
Delivering customer value
Capturing customer value
Sustaining customer value
CHAPTER 2 Strategic Planning in Contemporary Marketing
Successful marketing requires action
in three areas . . .
1. Managing the various company’s
businesses as an investment portfolio
2. Assessing each business’s strength by
the market’s growth rate and the
company’s position in that market
3. Establishing a strategy
Master Marketers
CHAPTER 2 Strategic Planning in Contemporary Marketing
What is a Marketing Plan?
A marketing plan is the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical
level.
CHAPTER 2 Strategic Planning in Contemporary Marketing
The Marketing Plan
Operates on two levels: strategic and tactical:
The strategic plan lays out the target markets
and the value proposition
The tactical plan specifies the product,
promotion, merchandising, pricing, sales
channels, and service
Levels of a Marketing Plan
o Strategic
o Target marketing
decisions
o Value proposition
o Analysis of
marketing
opportunities
o Tactical
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Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Evaluating a Marketing Plan
Is the plan simple?
Is the plan specific?
Is the plan realistic?
Is the plan complete?
Marketing Plan Contents
Executive summary
Table of contents
Company mission, vision, goals
Situation analysis
Marketing strategy
Financial projections
Implementation controls
CHAPTER 2 Strategic Planning in Contemporary Marketing
COMPANY PROFILE, MISSION, VISION, GOALS
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What is the business’s mission & vision? (a successful business has a direction that all
staff aligns with, and a clear picture of the future)
What are its goals, objectives, strategies and tactics? (what you want to do, why you
are doing it and how will you accomplish this)
How will you measure and track
