Focusing Purpose, Guiding Activity Marketing plans can be developed to focus in a variety of areas. A corporate marketing plan can be developed to promote the organization as a whole. Marketing plans may also focus on specific brands, products, services, market segments, and even to cover a set period of time, such as a quarterly marketing plan. To illustrate: Company A might develop and execute three distinct marketing plans that share… Read More »Focusing Purpose corporate marketing plan Guiding Activity

Elements of the Marketing Plan LEARNING OBJECTIVES Describe the purpose of a marketing plan Explain why each key element of the marketing plan is important to the marketing team’s successful implementation of the overall plan Charting the Course Ahead: The Marketing Plan Marketing exists in order to support an organization in achieving its strategic goals–for growth, profitability, revenue, influence, and so on. As explained at the beginning of this course, the… Read More »Elements of the Marketing Plan

Why It Matters: Marketing Plan Why learn to develop an effective marketing plan? In a very real way, the marketing plan is the culmination of everything you have been learning in this course. Marketing plans are designed to capture the most essential information, analysis, and insights that lead to the development of a marketing strategy. But they don’t stop there. Marketing plans go on to outline—often in gory detail—exactly how the… Read More »Why It Matters: Marketing Plan

Putting It Together: Marketing Globally Global marketing is a demanding field because of the many different factors involved in the success or failure of a business venture in foreign markets. It can be fascinating because of the windows it opens into different peoples, cultures, and places around the world. It can also be fraught with difficulty. Even some of the smartest companies on the planet have a tough time making… Read More »Putting It Together: Marketing Globally

Institutional Factors Shaping the Global Marketing Environment The Haitian National Palace (Presidential Palace) in Port-au-Prince, Haiti, heavily damaged after the earthquake of January 12, 2010. Besides struggling to rebuild the country after the earthquake, Haiti has had to cope with decades of political conflict and instability. LEARNING OBJECTIVES Explain how governmental regulation and available supporting institutions can impact marketing in specific countries or regions The Influence of Government and Regulations on… Read More »Institutional Factors Shaping the Global Marketing Environment

Cultural Factors Shaping the Global Marketing Environment LEARNING OBJECTIVES Describe how different cultural environments can affect the global marketplace and the marketing mix The Immense Impact of Culture in Global Marketing Culture refers to the influence of religious, family, educational, and social systems on people, how they live their lives, and the choices they make. Marketing always exists in an environment shaped by culture. Organizations that intend to market products in… Read More »Cultural Factors Shaping the Global Marketing Environment

Demographic Factors Shaping the Global Marketing Environment LEARNING OBJECTIVES Explain the importance of evaluating the demographic profile of a country to determine product demand and acceptance Using Demographics to Guide Global Marketing Strategy Whether marketing to domestic or international markets, demographic information can provide important insights about a target market and how to address consumer needs. As discussed during this our discussion of consumer behavior, demographics refer to statistical information about… Read More »Demographic Factors Shaping the Global Marketing Environment

Introduction to Factors Shaping the Global Marketing Environment What you’ll learn to do: explain the importance of understanding how demographic, cultural, and institutional factors shape the global marketing environment While the same basic domestic marketing principles apply to global marketing, there are additional layers of complexity for marketers to consider when working across markets in different countries and world regions. Much of this complexity centers the need to develop a keen understanding of the… Read More »Introduction to Factors Shaping the Global Marketing Environment

Applying Marketing Principles in the Global Environment LEARNING OBJECTIVES Explain how the basic principles of marketing apply to global marketing The Marketing Mix in Global Marketing Product for the Chinese market: An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers. The same marketing principles that lead to marketing success in domestic marketing can also apply to… Read More »Applying Marketing Principles in the Global Environment

Applying Marketing Principles in the Global Environment LEARNING OBJECTIVES Explain how the basic principles of marketing apply to global marketing The Marketing Mix in Global Marketing Product for the Chinese market: An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers. The same marketing principles that lead to marketing success in domestic marketing can also apply to… Read More »Applying Marketing Principles in the Global Environment