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Which of the following points do you discuss when drawing up a marketing plan? Are there any
factors you can add?
Planning a marketing strategy
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19
Martin is the marketing manager of a telecommunications company. He is telling his colleagues
about the marketing mix for a new product. Listen and take notes on the four Ps.
• Product
have everything you need to connect to the
Internet,
• Price
• Placement
• Promotion
current position
marketing activities (past and present)
results from last year
objectives
sales projections and costs
situation analysis (target market,
competitors, economic climate)
analysis of competitors
benchmarking
problems and
opportunities
marketing tactics
marketing strategy
implementation
3
1
8
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