intro to marketing - workshop 5 evaluation of marketing plans & ethics
TRANSCRIPT
![Page 1: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/1.jpg)
MKT 421: MarketingWorkshop 5
![Page 2: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/2.jpg)
Marketing in ReviewMarketing in Review
![Page 3: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/3.jpg)
What is Marketing?
Identifying and satisfying the needs of your customers with goods and services.
Marketing in ReviewMarketing in Review
![Page 4: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/4.jpg)
What is the Role of a Marketing Plan?
– Supports organization’s mission and vision– Defines individual marketing strategies – Communicates these strategies and their goals– Monitors and adjusts the strategy
Marketing in ReviewMarketing in Review
![Page 5: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/5.jpg)
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing MixMarketing Mix
![Page 6: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/6.jpg)
TargetTargetMarketMarketTargetTargetMarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
Marketing StrategyMarketing Strategy
![Page 7: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/7.jpg)
TargetTargetMarketMarketTargetTargetMarketMarket
PricePricePricePricePromotionPromotionPromotionPromotionPlacePlacePlacePlaceProductProductProductProduct
SalesSalesPromotionPromotion
SalesSalesPromotionPromotion
PersonalPersonalSellingSelling
PersonalPersonalSellingSelling
PublicityPublicityPublicityPublicity AdvertisingAdvertisingAdvertisingAdvertising
Promotional MixPromotional Mix
![Page 8: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/8.jpg)
MarketingMarketingPlanPlan
MarketingMarketingPlanPlan
Marketing Marketing Strategy 4Strategy 4Marketing Marketing Strategy 4Strategy 4
Marketing Marketing Strategy 3Strategy 3Marketing Marketing Strategy 3Strategy 3
MarketingMarketingStrategy 2Strategy 2MarketingMarketingStrategy 2Strategy 2
Marketing Marketing Strategy 1Strategy 1Marketing Marketing Strategy 1Strategy 1
Marketing PlanMarketing Plan
+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool+ Time, Budget and Evaluation Tool
![Page 9: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/9.jpg)
Performance MeasuresPerformance Measures
![Page 10: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/10.jpg)
How does your organization measure theeffectiveness of its marketing efforts?
Measurable Criteria:– Market Share– Market Penetration– Sales Revenue– Financial– Promotional Effectiveness
Performance MeasuresPerformance Measures
![Page 11: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/11.jpg)
Market Share - InternationalNationalRegionalLocal
Performance MeasuresPerformance Measures
![Page 12: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/12.jpg)
Market Penetration - Total # of HouseholdTotal DistributionFrequency of Use
Performance MeasuresPerformance Measures
![Page 13: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/13.jpg)
Sales Revenue - Units SoldTotal Revenues
Performance MeasuresPerformance Measures
![Page 14: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/14.jpg)
Financial Measures- Profit MarginBreak-EvenContribution MarginReturn on Investment (ROI)
Performance MeasuresPerformance Measures
![Page 15: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/15.jpg)
Promotional Effectiveness - Name RecognitionAd Recall
Performance MeasuresPerformance Measures
![Page 16: Intro to Marketing - Workshop 5 Evaluation of Marketing Plans & Ethics](https://reader030.vdocument.in/reader030/viewer/2022032502/55ba992fbb61eb4d268b459c/html5/thumbnails/16.jpg)
CongratulationsCongratulations