Marketing Plan for Entrepreneur
MINISTRY OF EDUCATION AND SCIENCE OF THE REPUBLIC OF KAZAKHSTAN
INTERNATIONAL ACADEMY OF BUSINESS
Chair of Management and Marketing
COURSE PAPER
Written for the “Business Organization” course on the topic: “MARKETING PLAN FOR ENTREPRENEUR”
Prepare by:
3rd year student
Full time, group MN – 0901;
C.A. Sankova
Checked by:
Houman Sanandaji, Senior Lecturer
Almaty
2010
Content
INTRODUCTION. 5
Chapter 1. THE ESSENCE, TECHNIQUES AND STRATEGIES OF MARKETING PLAN AND ITS CONTROL 6
1.1 The concept and the essence of marketing. 6
1.2 Components of marketing research. 7
1.3 Stages of marketing research process 8
1.4 Marketing plan and its essence. 9
1.5 Marketing techniques. 10
1.5.1 Marketing techniques in general. 10
1.5.2 Business behavior: marketing 11
1.5.3 Advertising, promotion, packaging and branding 12
1.5.4 Sponsorship 13
1.6 Types of marketing strategies 14
1.7 The system of marketing control. 16
Chapter 2. DESCRIPTION OF THE LIBRARY OF ZHAMBIL AND INCREASING OF DEMAND THROUGH MARKETING PLAN. 19
2.1 Executive Summary 19
2.2 Situation Analysis 20
2.3 Market Summary 20
2.3.1 Target Markets 20
2.3.2Market Geographic 21
2.3.3 Market Demographics 21
2.3.4 Market Behaviors 21
2.3.5 Market Needs and Demands 22
2.3.6 Market Trends 22
2.3.7 Market Growth 23
2.4 SWOT Analysis 23
2.4.1 Strengths 23
2.4.2 Weaknesses 23
2.4.3 Opportunities 23
2.4.4 Threats 24
2.5 Alternative Providers 24
2.6 Keys to Success 24
2.7 Critical Issues 25
2.8 Marketing Strategy 25
2.8.1 Mission 25
2.8.2 Marketing Objectives 26
2.8.3 Financial Objectives 26
2.9 Target Markets 26
2.10 Positioning 26
2.11 Strategy 27
2.12 Implementation 28
INTERNATIONAL ACADEMY OF BUSINESS
Chair of Management and Marketing
COURSE PAPER
Written for the “Business Organization” course on the topic: “MARKETING PLAN FOR ENTREPRENEUR”
Prepare by:
3rd year student
Full time, group MN – 0901;
C.A. Sankova
Checked by:
Houman Sanandaji, Senior Lecturer
Almaty
2010
Content
INTRODUCTION. 5
Chapter 1. THE ESSENCE, TECHNIQUES AND STRATEGIES OF MARKETING PLAN AND ITS CONTROL 6
1.1 The concept and the essence of marketing. 6
1.2 Components of marketing research. 7
1.3 Stages of marketing research process 8
1.4 Marketing plan and its essence. 9
1.5 Marketing techniques. 10
1.5.1 Marketing techniques in general. 10
1.5.2 Business behavior: marketing 11
1.5.3 Advertising, promotion, packaging and branding 12
1.5.4 Sponsorship 13
1.6 Types of marketing strategies 14
1.7 The system of marketing control. 16
Chapter 2. DESCRIPTION OF THE LIBRARY OF ZHAMBIL AND INCREASING OF DEMAND THROUGH MARKETING PLAN. 19
2.1 Executive Summary 19
2.2 Situation Analysis 20
2.3 Market Summary 20
2.3.1 Target Markets 20
2.3.2Market Geographic 21
2.3.3 Market Demographics 21
2.3.4 Market Behaviors 21
2.3.5 Market Needs and Demands 22
2.3.6 Market Trends 22
2.3.7 Market Growth 23
2.4 SWOT Analysis 23
2.4.1 Strengths 23
2.4.2 Weaknesses 23
2.4.3 Opportunities 23
2.4.4 Threats 24
2.5 Alternative Providers 24
2.6 Keys to Success 24
2.7 Critical Issues 25
2.8 Marketing Strategy 25
2.8.1 Mission 25
2.8.2 Marketing Objectives 26
2.8.3 Financial Objectives 26
2.9 Target Markets 26
2.10 Positioning 26
2.11 Strategy 27
2.12 Implementation 28
References: R. Palmer, Article “Theoretical aspects of marketing” http://yqyq.net/40616-Teoreticheskie_aspekty_marketinga.html Kotler, Philip and Armstrong, Gary Principles of Marketing Pearson, Prentice Hall, New Jersey, 2007 **** E. Jerome McCarthy (1975)”Basic Marketing: A Managerial Approach," fifth edition, Richard D. Irwin, Inc., p.37.