Principles and Practice of MarketingDavid Jobber

Chapter 2Market Planning: An Overview of Marketing

2D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Re-definition

The marketing planning process

Business mission

Marketing audit

SWOT analysis

Marketing objectives

Core strategy

Marketing mix decisions

Organization and implementation

Control

Marketing planning at the business level

Marketing planning at the product level

3D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Re-definition

Planning at the business level

Business mission

Marketing audit

SWOT analysis

Marketing objectives

Strategic thrust

Strategic objectives

4D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Planning at the product level

Core strategy

Marketing mix decisions

Organization and implementation

Control

Target markets

Competitive advantage

Competitor targets

5D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

SWOT analysis

Opportunities

Strengths

Threats

Weaknesses Internal(controllable)

External(uncontrollable)

Source

6D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Testing core strategyClearly defines

target customers and their needs

Resource and managerially supportable

Internally consistent

Derived to achieve product

market objectives

Creates a competitive advantage

Incurs acceptable

risk

Core strategy