Executive Summary

Examples of Executive Summary in the following topics:

• Marketing Plan Elements

  • The Executive Summary gives an overview of the key elements of the marketing plan, with a specific focus on product, pricing, promotion, and placement.
  • Many readers use the executive summary to determine whether the entire plan is worth reading.
  • Companies must be able to provide a summary of opportunities and problems that may be encountered within the environment to gauge an understanding of their own capabilities within the market.

• Developing Insights and an Action Plan

• Managing Strategy

  • Taken together, the company's implementation choices across the 4 Ps are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy.
  • In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business's objectives.
  • Effective execution may require management of both internal resources and a variety of external vendors and service providers, such as the firm's advertising agency.
  • It is the responsibility of marketing managers – in the marketing department or elsewhere – to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner.

• Conclude with Action Plan

  • Once the plan is complete, it is the responsibility of the executive team to implement it.

• The Responsibilities of Account Executives

• Understanding The Agency System + Account Services

  • This summary does not take into account the hundreds of micro-steps or potential hiccups the process might encounter.
  • The remainder of this packet will provide a general explanation of the main responsibilities of the account executive, the person most responsible for managing client needs.
  • Other job titles related to account management include: Account Supervisor, Assistant Account Executive, Jr.
  • Account Executive and Account Coordinator.
  • An Account Executive, or AE, is the agency representative who directly interfaces with clients.

• Understanding Strategy + The Creative Brief

  • It summaries the approach advertisers will use to communicate product information to consumers, identifies the main product benefit, and ultimately provides consumers with logical reasons to buy it.
  • In reality, depending on the size of the agency, an account executive, planner, junior assistant, or creative director might write the brief.
  • What copy, creative elements, or executional elements must be included in the advertising?
  • Some executional considerations may also be included in this section, such as the use of a specific celebrity spokesperson or store location.
  • In smaller agencies, the account executive probably wrote the brief and may be overwhelmed by their workload.

• Survival

  • Most executives pursue strategies that align pricing with revenue generation, enabling their organizations to survive and thrive long term.
  • Thus, survival is one major objective pursued by company executives.

• Competitive Intelligence

  • Competitive Intelligence (CI) in marketing research involves defining, gathering, analyzing, and distributing information about products, customers, and competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.
  • CI can typically be executed via the following methods:

• The Importance of Evaluating Marketing Performance

  • Marketing performance metrics or key performance indicators (KPIs) are useful not only for marketing professionals, but also for non-marketing executives.
  • From the chief executive officer to the vice president of sales, the senior management team needs marketing KPIs to gauge how marketing activities and spending impact the company's bottom line.