Monday, 16 May 2011
Preparing an Integrated Marketing Plan and Programs
by transforming the marketing strategy into action. It consists of the firm's marketing mix the set of marketing tools the firm uses to implement its marketing strategy.
The major marketing mix tools are classfied intofour broad groups, called the four PS of marketing product, price, place and promotion.To deliver on its value proposition, the firm must first create a need-satisfying market offering(product) .It must decided how much it will charge for the offer(price) and how it will make the offer available to target consumers (place). The company's marketing strategy outlines which customer the company will serve and how it will create value for these customers.Next,the marketer develops an integrated marketing programs that will acually deliver the intented value to target customer.The marketing programs builds customer relationships