Crafting a Comprehensive Marketing Plan: Cultural Positioning and Economic Foundations

Carlos J. Torelli () and Maria A. Rodas ()
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Carlos J. Torelli: University of Illinois Urbana-Champaign
Maria A. Rodas: University of Illinois Urbana-Champaign

Chapter Chapter 9 in Globally-Minded Marketing, 2024, pp 119-131 from Springer

Abstract: Abstract Developing a culturally focused marketing plan requires articulating a cultural positioning for the brand under which products and services will be introduced to target consumers in the foreign market. Upon delineating the target market in terms of demographics, psychographics, and lifestyle characteristics of consumers, a cultural positioning is articulated based on the intended attributes, benefits, and cultural meaning for the brand in the mind of target consumers. A good cultural positioning explicitly states the target market, how the brand will be defined by target consumers, the brand benefits, and the reasons to believe that the brand provides such benefits. Furthermore, an effective marketing plan not only addresses cultural insights but also integrates sound economic principles. This ensures that while the brand resonates culturally with its target audience, it also operates within a framework of financial prudence, leveraging tools such as the Marketing Information System (MIS) for monitoring, control, and budgeting.

Keywords: Positioning; Cultural positioning; Target market; Benefits; Points of parity; Points of difference; Marketing budget; Marketing Information System (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50812-7_9

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DOI: 10.1007/978-3-031-50812-7_9

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