assignment content
Complete Part C of the Strategic Marketing Plan. Remove all of the instructions and examples. Only include Part C.
Submit your assignment.
Kendra Thorpe
Strategic Marketing Plan
MKT/574 v1
Page 3 of 3
Strategic Marketing Plan
Part B: Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Advertisement expenditure |
Amount spent on advertisement efforts. |
Monthly advert expenditures |
Useful in evaluating the percentage of money spent on advertisement |
|
Accounting information |
Profit or loss incurred by the business |
Monthly losses and profits made by the company. It can be categorized per product |
Helps a business to determine if it is making profit or operating at a loss |
|
Transportation costs |
The costs incurred by a business in transporting its products or staff |
Monthly cost of transporting products |
Helpful in assessing the amount spent by the company on transportation |
Secondary Data
Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Published surveys |
Reports on the performance of businesses |
Major sales by a business |
Useful when conducting market research |
|
Newspapers |
Measures major products sold in the market as well as markets with prospective consumers |
Sales of competing |
Useful in analyzing of the market |
|
International agencies |
Foreign market forecasts for example exports |
Products exported or imported by countries |
Useful in analyzing markets with best opportunities |
Primary Data
Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Surveys |
Customer satisfaction. |
The number of existing customers who are satisfied with the company’s services or products. |
Useful in enabling a business to identify unhappy customers, avoid losing customers as well as negative testimonials by customers in order to increase revenue. |
|
Observations |
Ease of website navigation. |
The website conversion rate. |
Identify any website navigation problems that may prevent visitors from successfully completing the customer journey. |
|
Interviews |
Consumer perception, |
The number of the company’s products being purchased by consumers |
Identify what products consumers are purchasing and why. Establish which products need improvement. |
Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.
|
CRM Touchpoint |
Purpose & CRM Objective |
Data |
Potential Data Usage |
Engagement Data |
Measures how customers (existing and potential) engage with a brand across the various touchpoints. |
The rate of customer interaction with a company’s e-commerce website. |
It is usually applied at a macro level to assess click-through rates. |
Behavioral Data |
Focuses on the way customers interact with a company’s services or products directly. |
Purchase history, abandoning shopping carts, and renewing subscriptions |
Looking at this data helps to figure out who is following through with making a purchase or signing up for a subscription service and who is not. |
Attitudinal Data |
Helps in determining the performance of a brands services and products relative to consumer needs, customer satisfaction and overall customer experience. |
Customer opinions regarding their feelings towards a brand and its services and products. |
Helps the company to work on its key priorities by which they can position themselves better to the consumer they have targeted. |
Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.
