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MAR 4480 Strategic Marketing - Dever

Marketing Plan Review

  1. Executive Summary
    1. do me last
  2. Situational Analysis
    1. Analysis of internal environment
    2. Analysis of customer environment
    3. Analysis of external environment
  3. SWOT
  4. Marketing Goals & Objectives
    1. Marketing goals
    2. Marketing objectives
  5. Marketing Strategy
    1. Primary (and secondary) target market
    2. Overall branding strategy
    3. Product strategy
    4. Pricing strategy
    5. Distribution/supply chain strategy
    6. Integrated marketing communication (promotion) strategy
  6. Marketing Implementation
    1. Structural issues
    2. Tactical marketing activities
  7. Evaluation & Control
    1. Formal controls
    2. Informal controls
    3. Marketing audits
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