The Marketing plan provides a detailed formulation of the actions necessary to carry out the marketing program. A marketing plan is not the same as a business plan. Business plans, although they typically contain a marketing plan, encompass other issues such as business organization and ownership, operations, financial strategy, human resources, and risk management. Can […]
WRITING A MARKETING PLAN Read More »
An International Marketing Research Process is the systematic gathering, recording, and analyzing data to provide information useful to marketing decision-making. The information must be communicated across cultural boundaries and these research tools are then often applied in foreign markets. General information about the country, area, and/or market is necessary to forecast future marketing. These requirements are
INTERNATIONAL MARKETING RESEARCH PROCESS Read More »
Innovation = Creativity * Risk Taking Innovation Strategy Process: Innovation is now the centerpiece of corporate strategies and initiatives. Teams need to be the backbone of the IDEO method. “Hot project” teams are infused with purpose and personality. To IDEO, teams always beat individuals. Hot Project Teams should: Come from widely divergent disciplines. Be empowered to
INNOVATION STRATEGY PROCESS Read More »
Advertising consumer business channel strategies: National Advertising: refers to advertising by the owner of a trademark product brand or service sold through different distributors or stores. It tends to be general in terms of product information. National advertisers have begun to identify and reach more narrowly defined market segments and in some cases individual consumers. The
ADVERTISING CONSUMER BUSINESS CHANNEL STRATEGIES Read More »
Year of the Dragon: “EXPECT A WILD YEAR” the words uttered for my 2012 horoscope according to the ancient Chinese zodiac Year of the Water Dragon. I had no idea that my 3 years of Mandarin Chinese studies had given me wise words of wisdom to better prepare for 龙年. Year of the Dragon, and since
YEAR OF THE DRAGON Read More »
The Importance of a Media Database in Public Relations: After a first-day integration philosophy outlook, I spend my first week learning about Public Relations. I never had a job in Public Relations, but I knew it would be to understand not only in this role but in developing media relationships for the future. Sarah had
THE IMPORTANCE OF A MEDIA DATABASE IN PUBLIC RELATIONS Read More »
Conducting a Situation Analysis Collecting and Analyzing Marketing Information: Analysis Alone Is Not a Solution. Situation analysis is a necessary, but insufficient, a prerequisite for effective strategic planning. The purpose of taking things apart is to understand why people, products, or organizations perform the way they do. Data Are Not the Same As Information. Data-a
COLLECTING AND ANALYZING MARKETING INFORMATION Read More »
Newsletter template example: Dear LAA Friend & Supporter, As we progress in an exciting year of growth and change, the Latin American Association celebrates its 40th year anniversary in 2012. Looking forward, we reflect on the LAA’s story of hope and transformation and the important role you have played in helping this story unfold.
NEWSLETTER TEMPLATE EXAMPLE Read More »
The history of advertising is one that has to be psychologically understood. Sophisticated advertising elements introduced over the years have changed motivational research to define consumer behavior, media analysis to reach targeted consumers, and creative strategy to enhance selling messages. Advertising is a communications tool that functions most efficiently in combination with the centralized exchange: when goods and services are
THE HISTORY OF ADVERTISING Read More »
Product Positioning Options: Positioning involves those decisions and activities intended to create and maintain certain concepts of the firm’s product in the customer’s mind. Differentiation refers to your ability to separate yourself and your product from that of your competitors. It is key to building and maintaining a competitive advantage. A value proposition is the
PRODUCT POSITIONING OPTIONS Read More »
