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Marketing Planning

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Jeanette McCallig

on 8 May 2012

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Transcript of Marketing Planning

Week 36-
Marketing Planning 1. Outline and explain the marketing planning process

2. Examine the relationship between marketing analysis, marketing strategy and marketing programmes for implementation

3. Examine the role of the SWOT analysis in marketing planning

4. Recap forecasting methods

5. Analyse the components of a marketing audit Today's Outcomes: - Premium
- Economy
- Price Skimming
- Psychological
- Captive Product
- Product Line What is Marketing Planning? Forecasting Methods
Executive judgement
Customer forecasting survey
Sales forecasting survey
Delphi method
Expert forecasting survey
Time series analysis
Trend analysis
Cycle analysis
Seasonal analysis
Random factor analysis
Correlation methods
Market test
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