Subject background 5
Internal audit
Distibution channel
Benchmark
business process against competitors
competitive position
business practice -> mission
Consider company-specific critical factors
External audit
Conduct new market research
Examine market trends
Other analyses
Financial information
consider profit margins
Product life cycles
Organizational issues
attraction of talented marketers
integration of sales and marketing operations
Strategic plans
Objectives for each business unit
grow market share
introduce new
products
increase profitability
Target markets
types of customers
product areas
geographical areas
Key elements of the marketing mix
features and benefits
pricing
advertising and promotional plans
the distribution channels
A selling plan
targets for areas and offices
development of relationships with the distribution network
merchandising materials
information systems for monitoring sales
roles and responsibilities of the sales force
the billing procedures and accounting mechanisms
A risk assessment
creation of 'plan B'