Marketing-Strategie und Marketing-Mix

Publikation: Kapitel i bog/rapport/konference-proceedingKapitel i bogUndervisningpeer review

46 Downloads (Pure)


Marketing planning is the structured process companies use to research and analyse their marketing situation; develop and document marketing objectives, strategies, and programs; and then implement, evaluate, and control marketing activities to achieve their marketing objectives. The marketing plan, which documents the results of the marketing planning process, serves an important coordination function by helping to develop internal consensus, providing internal direction, encouraging internal collaboration, coordinating resource allocation, and outlining the tasks, timetable, and responsibilities needed to reach the marketing objectives.
There are many benefits to a good marketing plan. The process of market planning can lead a business to discovery of new market opportunities, to better utilization of assets and capabilities, to a well-defined market focus, to improved marketing productivity, and to a baseline from which to evaluate progress toward goals.
The eight broad steps in developing a marketing plan are:
1. Mission, corporate goals and objectives
2. Assessing the current internal and external situation
3. SWOT analysis
4. Segmentation, targeting and positioning
5. Strategic market plan (marketing strategy)
6. Tactical marketing plan
7. Marketing budget
8. Implementation and performance evaluation

The development of a marketing plan involves process and structure, creativity and form. The process begins with a broad view of market opportunities that encourages a wider consideration of many market opportunities. For each market opportunity, a strategic market objective is set, based on market attractiveness and competitive advantage attained or attainable in the market. For each market to be pursued, a separate situation analysis and marketing plan is required. The situation analysis enables the business to uncover key issues that limit performance. These key performance issues are the basic guidelines from which marketing strategies are developed.
With the marketing strategy and budget set, an estimate of market and financial performance metrics must be projected over a specified time frame. If the marketing plan fails to produce desired levels of performance, the marketing strategy needs to be re-examined.
TitelEinführung in das Bildungs- und Kulturmanagement
RedaktørerGernot Graessner, Martin Hendrik Kurz
UdgivelsesstedAugsburg, Deutschland
ForlagZiel - Zentrum für interdisziplinäres erfarungsorientiertes Lernen GmbH
ISBN (Trykt)978-3-944708-87-4
ISBN (Elektronisk)978-3-944708-88-1
StatusUdgivet - 2018


Dyk ned i forskningsemnerne om 'Marketing-Strategie und Marketing-Mix'. Sammen danner de et unikt fingeraftryk.