Focus of the Application Problem and Questions

Performance impact of customer satisfaction and retention

Marketing profitability and marketing productivity

Product life cycle pricing, volumes, sales and profits

Customer benefits, cost of purchase and customer value

Market segmentation and profit impact of multi-segment strategies

Sources of competitive advantage and profitability

Product positioning and branding

Price elasticity, sales and profitability

Profit impact of shifting to an e-marketing business

Advertising, sales response and advertising elasticity

Portfolio analysis and strategic market planning

Offensive marketing strategies to grow market share

Defensive marketing strategies to hold market share and grow profits

Marketing plan and resource allocation to grow share and profits

Reconciling performance gaps in the marketing plan

Marketing strategy, profitability metrics and shareholder value

Sample Marketing Plan

Stericycle Marketing Plan (2000-2005)