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Marketing in the Board Room
First Section
Intro to Marketing in the Board Room (5:43)
The pointlessness of P and L Statements (9:26)
The Purpose of Strategic Marketing Planning (15:30)
Value Propositions (2:40)
Do we know our markets? (3:45)
Do we know what our sources of differencial advantage are in each of the principles segments in our key target markets? (4:22)
Do we address real segments on our key target markets? (3:50)
Do we agree on the prioritarisation of our markets and the segment within each market? (6:05)
Have we assessed the risks associated with the strategic marketing plan? (12:09)
Have we calculated whether the strategic marketing plan creates or destroys shareholders value? (1:18)
Have we agreed the marketing metrics we want reported to us and their frequency? (4:38)
Are we happy that the time, effort and expense involved in the developing marketing strategies are really worth it? (2:59)
Have we calculated whether the strategic marketing plan creates or destroys shareholders value?
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