FULL GENERATING ALTERNATIVES OUTLINE

Copyright 2002, Professor Jerome M. Katrichis

 

V.            GENERATION OF ALTERNATIVE MARKETING PROGRAMS

                A.            Alternative Objectives/Strategies/Missions

                B.            Marketing Mix/Program Alternatives

                                1.             Product Development\Management

                                                a.             Product Line Width Alternatives

                                                b.             Product line depth alternatives

                                                c.             Product line consistency alternatives

                                2.             Price and discount policy

                                                a.             Objectives - Alternatives

                                                b.             Execution - Alternatives

                                3.             Promotion

                                                a.             Personal Selling Strategy

                                                                1.             Sales Coverage\Service Level

                                                                2.             Types of Salespeople\Training Level

                                                                3.             Incentives to sell

                                                                4.             Sales Organization

                                                b.             Advertising

                                                                1.             Theme

                                                                2.             Execution

                                                                3.             Media

                                                                                a.             reach

                                                                                b.             frequency

                                                c.             Sales Promotion

                                                                1.             Objectives

                                                                2.             Schedule

                                                d.             Public Relations

                                4.             Distribution

                                                a.             Channels

            b.            Outlets

 

 

 

 

 

 

NAVIGATION

 

Marketing Plan Explorer Home

Executive Summary
Internal Situation Analysis
External Situation Analysis
Problems and Opportunities
Generation of Alternatives

Evaluating Alternatives

Implementation
Resource Links