Ch22 Managing A Holistic Marketing Organization
Ch22 Managing A Holistic Marketing Organization
Ch22 Managing A Holistic Marketing Organization
To develop firms overall value proposition, the vision, and articulation of how it
proposes to deliver superior value to customers
Corporate Social Responsibility
Table 22.6
The Social Marketing Planning
Process
Where Are We?
Determine program focus.
Identify campaign purpose.
Conduct an analysis of strengths, weaknesses, opportunities, and threats (SWOT).
Review past and similar efforts.
Where Do We Want to Go?
Select target audiences.
Set objectives and goals.
Analyze target audiences and the competition.
How Will We Get There?
Product: Design the market offering.
Price: Manage costs of behavior change.
Distribution: Make the product available.
Communications: Create messages and choose media.
How Will We Stay on Course?
Develop a plan for evaluation and monitoring.
Establish budgets and find funding sources.
Complete an implementation plan.
Necessary Skills for Implementing Marketing Programs
Diagnostic skills
Identification of company level
Implementation skills
Evaluation skills
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