About This Chapter
Strategic Marketing Plans & Analysis - Chapter Summary
Our instructors have prepared the lessons in this chapter to help develop your understanding of strategic marketing plans and analysis. Get to know marketing strategies and target marketing for retail segments, metrics and analytics used in marketing, and accounting rate of return and payback as part of a cost-benefit analysis. Additional lesson information includes:
- External and internal influences on marketing strategy
- Marketing situation analysis and SWOT
- Definition and examples of marketing orientation
- Definition, concept and examples of sustainable competitive advantage
- Marketing budgets, marketing metrics and sales forecasts
Keeping lessons short makes it easy for you to make progress on the material in this chapter. Log in from your computer or mobile device and complete a lesson or two whenever you have a few minutes available.
1. Marketing Environment: External Influences on Marketing Strategy
What influences how a business sells its products - and itself? In this lesson, you will learn more about external influences that affect the marketing strategy of a business.
2. Marketing Environment: Internal Influences on Marketing Strategy
Sometimes the absolute best marketing plans run into problems. Occasionally, those problems come from within the company. In this lesson, we'll take a look at internal influences on marketing strategy.
3. What is SWOT: Situation Analysis in Marketing
A successful business needs to know its capabilities as well as the marketplace in which it competes. In this video, learn how to define a mission statement and conduct a situational analysis.
4. Marketing Orientation: Definition & Examples
What do you think of when you hear the term 'marketing?' Many people think that marketing is just another way of saying 'advertising.' But, as we will learn, advertising is just one facet of marketing. Let's take a look at the bigger picture and explore some examples of marketing.
5. Retail Segments, Target Markets and Marketing Strategies
In this lesson, you will learn how to identify four different retail segments and gain an understanding of how producers of goods and services use different types of retailers to reach the different target markets that buy their products.
6. Marketing Implementation: Example Plans & Strategies
Implementation is one of the most important phases in a marketing plan. This lesson defines marketing implementation and provides a sample marketing plan with strategies.
7. Sustainable Competitive Advantage: Definition, Concept & Examples
This lesson explores the concept of sustainable competitive advantage, or what makes a company uniquely more successful than its industry competitors. How do companies achieve a competitive advantage? And once a competitive advantage is achieved, how can it be maintained?
8. Cost-Benefit Analysis: Payback & Accounting Rate of Return
In business, there are a variety of methods used to calculate the expected return on an investment. In this lesson, we'll discuss two common methods: payback period and the accounting rate of return.
9. Measuring Marketing Plan Successes & Failures
Every company needs to have a plan for marketing, and they need to make sure they are measuring the successes or failures of that plan. This lesson will provide techniques and strategies for doing just that.
10. Marketing Analytics & Metrics
In this lesson, we'll describe marketing analytics and metrics as well as predictive analytics and how these are used in today's marketing environment.
11. Sales Forecasts, Marketing Metrics & Marketing Budgets
Various tools in the marketing world can be useful for projecting and tracking plans and goals. In this lesson, you'll learn more about sales forecasts, marketing metrics, and marketing budgets.
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