Solutions for Marketing The Core, 9th Edition by Kerin (All Chapters included)
28 views 0 purchase
Module
Revenue Management
Institution
Revenue Management
Complete Solutions Manual for Marketing The Core, 9th Edition by Roger A. Kerin, Steven W. Hartley, William Rudelius ; ISBN13: 9781260729184. (Full Chapters included Chapter 1 to 18). Exercises and cases included. Appendix A: Building an Effective Marketing Plan.
1. Creating Customer Relationships...
LECTURE NOTES
• Marketing Plans and Business Plans ............................................................................ A-2
• Sample Five-Year Marketing Plan for Paradise Kitchens, Inc..................................... A-6
CONNECT EXERCISES …………………………………………………………..………A-23
• Situation Analysis Click and Drag*
• Consumer Analysis Click and Drag*
• Information Sources and Priority Case Analysis
• Market-Product Grid Case Analysis
• Fine Tuning the Product Strategy Click and Drag*
• Stage of the PLC Case Analysis
• Working Towards a Final Price Case Analysis
• Selecting Channels and Intermediaries Case Analysis
• Developing an IMC Program Click and Drag*
• Choosing a Retailer Case Analysis
• Prioritizing Media Case Analysis
*Note: An alternate version of each Click and Drag exercise is available in Connect for students with
accessibility needs.
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure A-1 Elements in typical marketing and business plans .............................................. A-3
KEY TERMS
business plan marketing plan
AppA-1
.
, Appendix A - Building an Effective Marketing Plan
LECTURE NOTES
“If you have a real product with a distinctive point of difference that satisfies the needs of
customers, you may have a winner,” observes Art Kydd, who has helped launch more
than 60 start-up firms.
MARKETING PLANS AND BUSINESS PLANS
Appendix A provides guidelines for writing a marketing plan.
A. Meanings, Purposes, and Audiences
• [Figure A-1] A marketing plan is a road map for the marketing activities of an
organization for a specified future period of time, such as one year or five years.
• A business plan is a road map for the entire organization for a specified future
period of time, such as one year or five years.
• There is no generic structure for a marketing or business plan.
• The specific format for a marketing plan depends on:
a. The target audience and purpose.
• Internal audience.
– Consists of board of directors, senior management, and other
employees.
– Seeks to point the direction for future marketing activities.
– Is sent to all individuals in the organization who must implement or
who will be affected by the plan.
• External audience.
– Consists of friends, banks, venture capitalists, crowdfunding sources,
and other potential investors.
– Constitutes the principal sources for raising capital.
– Is an important sales document.
– Contains elements such as the strategic plan/focus, organizational
structure, and biographies of key personnel that rarely appear in an
plan for an internal audience.
– Has financial information that:
* Is far more detailed because the plan is used to raise capital.
* Tells prospective investors how they will get their money back,
earning a profit on their investment.
AppA-2
.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller mizhouubcca. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £24.07. You're not tied to anything after your purchase.
