Grade 11 Marketing Chapter 2 Notes

2.1 Marketing Planning


SWOT Analysis



Internal Strengths and Weaknesses

Company Analysis

Marketing Mix (Four P’s)

Customer Analysis


Competitive Position


External Opportunities and Threats




Environmental Scan


Environmental Scan: is an analysis of outside influences that may have an impact on an organization.




Writing a Marketing Plan


Marketing Plan: is a formal, written document that directs a company’s activities for a specific period of time.




Elements of a Marketing Plan


Executive Summary

Executive Summary: brief overview of the entire marketing plan.


Situation Analysis


Situation Analysis: is the study of the internal and external factors that affect marketing strategies.



Goals and Objectives


Marketing Strategies


Marketing Strategies: identifies target markets and sets marketing mix choices that focus on those markets.



Implementation: Make the Plan, Work the Plan


Sales Forecasts: (the projection of probable, future sales in units or dollars), budgets, details of each activity, and who will be responsible for each activity.



Evaluation and Control


Performance Standards and Evaluation


Performance Standard: is an expectation for performance that reflects the plan’s objectives.








2.2 Market Segmentation


Identifying and Analyzing Markets


Market Segmentation: This is the process of classifying people who form a given market into even smaller groups.



Demographics: refer to statistics that describe a population in terms of personal characteristics.




Geographics: refers to segmentation of the market based on where people live.






Psychographics: involves grouping people with similar lifestyles, as well as shared attitudes, values and opinions.



Personality & Values



How Marketers Use Consumers’ Behavioral Patterns

Mass Marketing Versus Segmentation


Mass Marketing: involves using a single marketing strategy to reach all customers



If you have any questions, leave them in the comments below.