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How can companiesImprove its
Marketing skills?
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• Steps in the Marketing Process:– Analyzing market opportunities– Developing marketing strategies– Planning marketing programs– Managing the marketing effort
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• Executive summary and TOC• Current situation• Opportunity and issue
analysis• Objectives
• Marketing strategy• Action programs• Financial
projections• Controls
Marketing Plan Contents
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• Marketing Departments can be organized by:– Function– Geographic area– Products or brands– Customers or markets– Corporate divisions– Global aspects
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• Building a Companywide Marketing Orientation Requires: – Commitment from top management– Training programs; employee empowerment– Recognitions and rewards programs– Modern marketing planning system– Process-outcome focus
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• Injecting more creativity into the organization can be beneficial
• Successfully implementing programs requires four sets of skills:– Diagnostic skills– Identification of company level– Implementation skills– Evaluation skills
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Thank You.Thank You.