Solutions for Marketing The Core, 9th Edition by Kerin (All Chapters included)
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Course
Revenue Management
Institution
Revenue Management
Complete Solutions Manual for Marketing The Core, 9th Edition by Roger A. Kerin, Steven W. Hartley, William Rudelius ; ISBN13: 9781260729184. (Full Chapters included Chapter 1 to 18). Exercises and cases included. Appendix A: Building an Effective Marketing Plan.
1. Creating Customer Relationships...
LECTURE NOTES
• Marketing Plans and Business Plans ............................................................................ A-2
• Sample Five-Year Marketing Plan for Paradise Kitchens, Inc..................................... A-6
CONNECT EXERCISES …………………………………………………………..………A-23
• Situation Analysis Click and Drag*
• Consumer Analysis Click and Drag*
• Information Sources and Priority Case Analysis
• Market-Product Grid Case Analysis
• Fine Tuning the Product Strategy Click and Drag*
• Stage of the PLC Case Analysis
• Working Towards a Final Price Case Analysis
• Selecting Channels and Intermediaries Case Analysis
• Developing an IMC Program Click and Drag*
• Choosing a Retailer Case Analysis
• Prioritizing Media Case Analysis
*Note: An alternate version of each Click and Drag exercise is available in Connect for students with
accessibility needs.
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure A-1 Elements in typical marketing and business plans .............................................. A-3
KEY TERMS
business plan marketing plan
AppA-1
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, Appendix A - Building an Effective Marketing Plan
LECTURE NOTES
“If you have a real product with a distinctive point of difference that satisfies the needs of
customers, you may have a winner,” observes Art Kydd, who has helped launch more
than 60 start-up firms.
MARKETING PLANS AND BUSINESS PLANS
Appendix A provides guidelines for writing a marketing plan.
A. Meanings, Purposes, and Audiences
• [Figure A-1] A marketing plan is a road map for the marketing activities of an
organization for a specified future period of time, such as one year or five years.
• A business plan is a road map for the entire organization for a specified future
period of time, such as one year or five years.
• There is no generic structure for a marketing or business plan.
• The specific format for a marketing plan depends on:
a. The target audience and purpose.
• Internal audience.
– Consists of board of directors, senior management, and other
employees.
– Seeks to point the direction for future marketing activities.
– Is sent to all individuals in the organization who must implement or
who will be affected by the plan.
• External audience.
– Consists of friends, banks, venture capitalists, crowdfunding sources,
and other potential investors.
– Constitutes the principal sources for raising capital.
– Is an important sales document.
– Contains elements such as the strategic plan/focus, organizational
structure, and biographies of key personnel that rarely appear in an
plan for an internal audience.
– Has financial information that:
* Is far more detailed because the plan is used to raise capital.
* Tells prospective investors how they will get their money back,
earning a profit on their investment.
AppA-2
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