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MARFIN The Marketing Manager

III. The MARFIN System

  1. Introduction to Marketing
  2. The MARFIN Model
  3. Strategic Checkpoints
  4. SmartDatabase and SmartCharts
  5. Analytics and the 4Ps

IV. Marketing Analysis and
     Strategy Development

  1. Market
  2. Market Share
  3. Product
  4. Price
  5. Distribution
  6. Communication
  7. Promotion

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IV. 6.0.0 Communication

6.1.0 Elements of Communication

6.1.1 Types of communication:
• Advertising
• Sales promotion
• Publicity
• Personal selling

6.1.2 Elements of Advertising :
• Target audience
• Message
• Media
• Budget

6.2.0 Advertising Analysis

6.2.1 Media expenditure
6.2.2 Purchase steps
6.2.3 Advertising sensitivity

6.3.0 Advertising Strategy Development

6.3.1 Strategy development process
6.3.2 Strategy options

6.3.3 Advertising strategy:
• Objectives /goals
• Copy strategy
 • Media plan
 • Budget
 • Overview and evaluation

6.4.0 Assumptions and Conclusions