Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
- Developing Innovative
Marketing Plans
Text © The McGraw−Hill
Companies, 2002Developing Innovative Marketing Plans 625Place
Objectives
Degree of market exposure required
Distribution customer service level required
Type of channel (direct, indirect)
Other channel members and/or facilitators required
Type/number of wholesalers (agent, merchant, etc.)
Type/number of retailers
How discrepancies and separations will be handled
How marketing functions will be shared
Coordination needed in company, channel, and supply chain
Information requirements (EDI, the Internet, e-mail, etc.)
Transportation requirements
Inventory product-handling requirements
Facilities required (warehousing, distribution centers, etc.)
Reverse channels (for returns, recalls, etc.)
Promotion
Objectives
Major message theme(s) for integrated marketing communications (desired “positioning”)
Promotion blend
Advertising (type, media, copy thrust, etc.)
Personal selling (type and number of salespeople, how compensated, how effort will be allocated, etc.)
Sales promotion (for channel members, customers, employees)
Publicity
Interactive media
Mix of push and pull required
Who will do the work
Price
Nature of demand (price sensitivity, price of substitutes)
Demand and cost analyses (marginal analysis)
Markup chain in channel
Price flexibility
Price level(s) (under what conditions) and impact on customer value
Adjustments to list price (geographic terms, discounts, allowances, etc.)
Special Implementation Problems to Be Overcome
People required
Manufacturing, financial, and other resources needed
Control
Marketing information system needs
Criterion measures comparison with objectives (customer satisfaction, sales, cost, performance analysis, etc.)
Forecasts and Estimates
Costs (all elements in plan, over time)
Sales (by market, over time, etc.)
Estimated operating statement ( pro forma)
Timing
Specific sequence of activities and events, etc.
Likely changes over the product life cycle