Marketing Plan Analysis and Critique
The purpose of this essay is to highlight and describe key ideas presented in the book written by Alexander Chernev, entitled The Marketing Plan Handbook. This essay will present a review of this book and provide personal opinion about the reading and offer alternative suggestions critiquing the work. The critique itself will revolve around several key issues including not only the message of the book, but how the message itself is delivered.
The Book's Message
The book contains nearly 160 pages of useful information that is dedicated to the readers' curiosity regarding marketing plans. The book highlights several key aspects about the marketing industry, but essentially, the book is about how to create a marketing plan. This book serves as a guide or reference unit to those who are interested in the marketing profession or industry.
The book is premised on the idea that the marketing plan is a business document and stands to serve the company in a meaningful way when it is properly employed and viewed through this particular leadership paradigm. The author emphasized that "the marketing plan outlined in this book builds on the view as marketing as a central business discipline that defines the key aspects of a company's business model.
Strategy and the development of a marketing strategy that is interwoven with the overall company strategy serves the organization well according to this book's main message. The use of strategy to help marketers gain a competitive advantage provides the necessary empirical evidence to back up the argument throughout the early chapters of the book which focus on the topic of strategic development.
The message that the author is trying to get across is clear and concise. The book does not use complicated language and the intent is focused on simplicity and not complicating matters. The author does tend to drift away from his message at times as he constantly refers to certain demographics of the market that cannot be reached. I disagree with this idea, personally so this part of the book I feel can be changed to reflect a more positive approach when dealing with unique challenges.
Constructing A Plan
The book serves its purpose when it is viewed as a reference sheet or corresponding source of information to help construct a marketing plan. The book itself, as a stand alone document that could be used as a sole guide in...
Marketing Plan Mission and Business Objective Products and Services Keys to Success Macro Environment Economic Value Added Cash Value Added Cash Flow Return on Investment This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets. The company will offer a plethora of information, data and financial-based market services such as online real time market segment
The direct selling strategy will be a website that will include a product configuration application. A distribution partner portal will also be created which gives distributors and dealers the ability to customize the Liberta Ultralight in quantity for their customers as well. The use of channel strategies to actively promote the use of mass customization as a product differentiator will also be accomplished through intensive dealer and channel training
Marketing in Healthcare Catholic Healthcare West Catholic Healthcare West (CHW) is a not-for-profit healthcare organization serving parts of Arizona, Nevada and the majority of California. With 42 hospitals it is the largest Catholic hospital system in this part of the United States. The organization focuses its services upon the poor, who cannot afford private hospital services. Regardless, the aim is also to provide high-quality healthcare to those in need. The target market
Lastly, there are also rather small communities of: Turkish, Greek, Arabic, and Jewish Marketing to ethnic minorities," n.d.). As Larry Light, McDonald's executive vice president and global chief marketing officer, noted at a speech to the Association of National Advertisers Annual Conference, in 2004, "Mass marketing is a mass mistake" (cited "Multichannel," 2005). What Light understood is that only through multidimensional, multi-segment marketing can organizations hope to compete in an ever
This aspect is greatly leveraged upon by Sport2Sport as different target populations share their experiences on company's Facebook page. There is also an aspect of quick customer response having the potential of going viral over the internet. This makes companies such as Sport2Sport to focus on customer satisfaction and prompt response. Although it may seem untraditional not to focus on traditional advertising and marketing mediums, the paradigm shift in
McDonald's Integrated Marketing Campaign This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now