MKT574 Week 6 Part C - Strategic Marketing Plan
Week 6 Part C: Strategic Marketing Plan
Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring
New Customer Segments
Determine any new customer segments for your strategy and describe how you will provide value to each segment.
Marketing Mix for New Customer Segments
Determine adaptions for each new customer segment.
· Traditional Promotion
· Online Promotion
Create the implementation for your marketing plan. Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions.
Marketing Communication Channels
Evaluate the marketing communication channels you will use to reach selected audiences. Include Internet and traditional communication channels to convey key messages. Describe the advantages and disadvantages of each channel you select. Insert or remove rows as needed.
Example: Direct mail
Middle class residential
Can include coupons
Expense and low return rate for given product
Develop specific activities required to implement the marketing plan. Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete. Insert or remove rows as needed.
Date for Completion
Example: Design flyer for direct mail campaign
J. Smith, graphic designer
Approval by senior marketing team and legal
Develop the measurement to identify how you know you have been successful for each strategic action. Specify the measures to track performance against goals. Identify standard reports from your online and traditional marketing efforts. Insert or remove rows as needed.
Example: Direct mail flyer
1100 new inquiries
Western regional manager
500 new inquiries first month of campaign