RelationshipmarketingCustomerCustomerDefiningthecompanymissionStarsCashcowsQuestionmarksDogsCompetitorsMarketingsegmentationProductProductvarietyQualityDesignFeaturesBrandnamePackagingSizesServicesWarrantiesReturnsANALYSISContentsofamarketingplan1.Executivesummary2.Currentmarketingsituation3.Threatsandopportunityanalysis4.Objectivesandissues5.Marketingstrategy6.Actionprograms7.Budgets8.ControlsSetgoalsWhatdowewanttoachieveMarketingintermediariesDemographyMarketingmanagersAnalysisPlanningImplementationOrganizationControlCulturalculturesubculturesocialclassCharacteristicsofSevenMajorAmericanSocialClassesUpperuppersLoweruppersUppermiddlesMiddleclassesWorkingclassesUpperlowersLowerlowersPerceptionStagesintheAdoptionProcessAwarenessInterestEvaluationTrialAdoption131/2%EarlyadoptersEnvironmentallevelofprimarydemandeconomicoutlookcostofmoneysupplyconditionsrateoftechnologicalchangepoliticalandregulatorydevelopmentscompetitivedevelopmentsProcter&Gamble’ssegmentsTide:CheerwithColorGuard:Bold:Gain:Era:Oxydol:Solo:Dreft:Ivorysnow:Ariel:1.Identifybasesforsegmentingthemarket.MajorSegmentationVariablesforConsumerMarketGeographicWorldregionorcountryCountryregionCityormetrosizeDensityClimateDemographicAgeGenderFamilysizeFamilylifestyleIncomeOccupationEducationReligionRaceNationalityPsychographicSocialclassLifestylePersonalityBehavioralOccasionsBenefitsUsersstatusUsagerateLoyaltystatusReadinessstageAttitudetowardproductProductdifferentiationServicesdifferentiationPersonneldifferentiationImagedifferentiationSalesandprofits($)SalesLowsalesRapidlyrisingPeaksalesDecliningsalessalesCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsMarketingStrategiesStrategies