New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Developing Marketing Strategies & Marketing Plan

by: Courtney Barnes

Developing Marketing Strategies & Marketing Plan MK 3010

Marketplace > Georgia State University > Marketing > MK 3010 > Developing Marketing Strategies Marketing Plan
Courtney Barnes
GPA 3.37
View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Marketing Management

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Marketing Management notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

Chapter two
Marketing Management
Class Notes




Popular in Marketing Management

Popular in Marketing

This 3 page Class Notes was uploaded by Courtney Barnes on Tuesday January 19, 2016. The Class Notes belongs to MK 3010 at Georgia State University taught by in Spring 2016. Since its upload, it has received 68 views. For similar materials see Marketing Management in Marketing at Georgia State University.

Similar to MK 3010 at GSU

Popular in Marketing


Reviews for Developing Marketing Strategies & Marketing Plan


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 01/19/16
Chapter Two – 1.19.16 Developing Marketing Strategies & Marketing Plan  STRATEGY TACTICS LONG TERM Short­term BROAD PERSPECTIVE Specific Implications PRODUCT DEVELOPMENT, Price Drops ADVERTISING, DATA MINING Marketing Strategy Identifies: 1. Target Market 2. Marketing Mix 3. Sustainable Competitive Advantage “Something the firm can persistently do better than its competitors” Customer excellence  A value­based strategy developed for retaining loyal customers  CRM identifies and builds loyalty among valued customers Operational Excellence  Efficient operations, excellent supply chain management, strong  relationships with partners   Firms can provide lower prices or enhance other products  Ex: Walmart or McDonalds Product Excellence  Products with high perceived value  Effective branding & positioning Locational Excellence  Good physical location and internet presence Marketing Plan: written document of current marketing situation,  opportunities, and threats for firm, marketing objectives and strategy. Three Major Phases : 1. Business Mission/Objectives & Situation Analysis a. Define the Mission: Be  broad but concise i. What type of business are we? ii.Goals? How can we achieve them? b. Situation Analysis: S.W.O.T . i. Strengths, Weakness, Opportunities, Threats. ii.Internally & Externally 2. Implementation: Segmentation, Targeting, Position & the Four P’s  (product, price, place, promotion) a. Segment: identify market segments & demographics b. Target: choose which market segment to saturate c. Position: decide how to manipulate the marketing mix d. Four P’s: i. Product: Value Creation (successful product) ii. Price: Value Capture (good price for value of product) iii. Place: Value Delivery (readily accessible) iv. Promotion: Value Communication (advertisement) 3. Control Phase: Evaluate performance a. Quantifiable performance using metrics i. Finance Related Metrics (profit, sales, revenues) ii.Marketing Related Metrics (customers satisfaction ) Portfolio Analysis  Evaluate firms products/brands according to expectations about future  profitability  Strategic business unit (SBU)  Boston Consulting Group (BCG) o Relative market share (horizontal axis) o Market’s growth rate (vertical axis)


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Jennifer McGill UCSF Med School

"Selling my MCAT study guides and notes has been a great source of side revenue while I'm in school. Some months I'm making over $500! Plus, it makes me happy knowing that I'm helping future med students with their MCAT."

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.