Next, review Appendix A: Building an Effective Marketing Plan on pages 58-72 of the Kerin et al. text. In doing so, you will see how marketing practitioners use the Marketing Mix to develop a course of actions aimed at reaching the company’s strategic goals.
Your Task: assemble these essential pieces of a prospective marketing plan for Bombas:
Mission: Focuses on the activities of Bombas for stakeholders.
Goals: Targets against which the company’s performance are measured.
Core Competency: Abilities to provide high quality products and services.
Customer Characteristics: Main demographics and lifestyle analysis.
Competitors: Companies and products that seek to displace Bombas in the marketplace.
Marketing Objectives: Planned targets against which marketing activities are measured.
Marketing Mix: The four elements included in the marketing plan: price, product, promotion, and place (distribution).
Next, review Appendix A: Building an Effective Marketing Plan on pages 58-72 of
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