1. OBJECTIVES
1.1. MARKETING OBJECTIVES
1.1.1. sales, market share, distribution penetration, launching a number of new products
1.2. COMMUNICATION OBJECTIVES
1.2.1. generate awareness, attitudes, interest or trial
1.3. should be SMART
2. STRATEGY
2.1. summarize and harmonize tactics
2.2. STOP
2.2.1. segmentation
2.2.2. target market
2.2.3. objectives
2.2.4. positioning
2.3. SIT
2.3.1. stages
2.3.2. intergration
2.3.3. tools
3. TACTICS
3.1. details of strategy
3.2. what happens when and for how much
4. ACTION
4.1. details of tactics
4.2. detail attention, planning skills, time management, prioritizing, management skills, hadle pressure
5. CONTROL
5.1. NET PROMOTER SCORE, SATISFACTION SCORE AND RECOMMENDATION SCORE
5.2. REPUTATION, SOCIAL CONVERSATION SCORES
5.3. RETURN ON INVESTMENT
5.4. monitor, measure, control performance
6. SOSTAC
6.1. DEFINITION
6.1.1. situation analysis
6.1.2. objectives
6.1.3. strategy
6.1.4. tactics
6.1.5. action
6.1.6. control
6.2. THE 3Ms
6.2.1. Men, women: human resouces
6.2.1.1. who is required to do what
6.2.2. Minutes: time, the most limited resources
6.2.2.1. plan: uncontrollable without
6.2.2.2. timescales are required
6.2.3. Money: budget
6.3. BUDGET SETTING
6.3.1. common forms
6.3.1.1. scientific
6.3.1.1.1. modeling
6.3.1.1.2. profit optimization
6.3.1.1.3. paying period
6.3.1.1.4. objectives and tasks
6.3.1.2. heuristic
6.3.1.2.1. competitive parity
6.3.1.2.2. arbitration
6.3.1.2.3. percentage of scales
6.3.1.2.4. affordability
6.3.2. allocate budget btw on & off marketing
6.3.2.1. depends on where cus are spending their time
6.3.3. allocate budget btw cust retention & acquisition
6.3.3.1. if selling to old 6x > profitable, equal resources on keeping and acquiring new
6.3.4. allocate budget to social media
6.3.4.1. depending on strategy and how active
6.3.4.2. a minimum, someone to listen, participate, drive discussion
7. SITUATION ANALYSIS
7.1. SEGMENTATION & TARGET
7.1.1. segment criteria
7.1.1.1. measurable, substantial, accessible, relevant
7.1.2. divide large in2 smaller market, find the most profitable, help to reduce waste, increase sales
7.2. DECISION-MAKING UNITS
7.2.1. made up with inluencers: SPADE
7.3. GLOBAL SEGMENTS
7.3.1. values, attidtude and lifestyles areused to identify cross cultural common characteristics
7.4. B2C SEGMENT
7.5. B2B SEGMENT
7.6. SEGMENTATION REQUIRES CAREFUL ANALYSIS
7.7. a review of performance, marketing performance, marketplace, competition, SW
7.7.1. dont need full SWOT, focus on communications aspects]
7.7.2. also have PEST