Government regulations can affect a global marketing plan by
influencing the characteristics of the product (safety requirements
for bicycle helmets, for example), price (costs associated with
certification must be recouped), promotion (some types of advertising
may be forbidden, such as cigarette advertising on television), and
place (alcohol may not be sold in certain areas or must be sold in
specialized liquor stores in some locations). Government regulations
can be positive, negative, or both depending upon what they are.
Competition can affect a global marketing plan by product
characteristics (some features may be needed to match or exceed
competing products), price (a huge price discrepancy may be
unsupportable), promotion (some types of promotions may be
unavailable, such as being the official product of a particular sport
because a competitor has that license), and place (consumers may be
accustomed to purchasing can eating products in particular locations,
so the company will want to be there, too). Competition is generally
negative, although it can help legitimize a product category and grow
it to the benefit of all market participants.
Consumer behavior can affect a global marketing plan by influencing
what product characteristics are offered, pricing, how and to whom the
product is promoted, and where it is sold. Consumer behavior can be
positive or negative depending upon how consumers view the product.
Weather can affect a marketing plan. Unseasonably warm or cold
weather can strongly affect sales of seasonal products positively or
negatively. Price especially can be strongly affected.
"The four Ps of marketing are:
? Product: Having the right product or service for your market.
? Price: Selling your product or service for an amount that makes your
target customer feel it's a good deal.
? Promotion: Creating appropriate perceptions across multiple
channels, including, print ? direct mail, flyers, brochures, and
postcards, TV or radio spots, newspaper or magazine ads, online and
more.
? Place: Distributing your product to locations where your target
customers can readily find it."
"5 easy steps to create a marketing plan" By Joanna L. Krotz,
Microsoft Corporation (2005)
http://www.microsoft.com/smallbusiness/resources/marketing/market_research/5_easy_steps_to_create_a_marketing_plan.mspx
Another good source:
"Marketing" Wikipedia, (July 12, 2005) http://en.wikipedia.org/wiki/Marketing
Sincerely,
Wonko
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