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Creating a Marketing Strategy

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I need a research paper on how a marketing plan makes a product or service succesful and how it led to failure. I need to analyze both of the questions. I also need the paper to research a movie that failed and intial what went wrong with the marketing scheme. The movie would be "Cat Woman" a film that fetaured Hally Berry.The paper has to be 4-6 pages long.

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The expert creates a marketing strategy. Marketing schemes are analyzed.

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Please refer to the attached file for the response.

Marketing Plans and Why They Fail
The nature of marketing plan
Kotler and Keller (2006) define marketing plan as a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives. These authors further said that it contains tactical guidelines for the marketing programs and financial allocations over the planning period.
According to Kuratko and Hodgetts (2004), marketing planning is the process of determining a clear, comprehensive approach to the creation of customers. To them, the following are critical in the process: marketing research particularly determining who the customers are, what they want, and how they buy; and sales research particularly in promoting and distributing products according to marketing research findings.
Why marketing plans fail?
The most common shortcomings of current marketing plans, according to Kotler and Keller (2006) are lack of realism, insufficient competitive analysis, and a short-run focus.
Marketing overview of a movie
From some of the reviews made on the movie "A Catwoman" (http://www.killermovies.com/forums/archive/index.php/t-381521-why-did-catwoman-flop.html), the ...

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Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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