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McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Marketing Planning
Chapter 01
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Marketing Plan
A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period.
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Objectives of a Marketing Plan
Define the current business situation.
Define problems and opportunities facing the business.
Establish objectives. Define the strategies and programs
necessary to achieve the objectives.
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Objectives of a Marketing Plan cont.
Pinpoint responsibility for achieving product objectives.
Encourage careful and disciplined thinking.
Establish a market orientation.
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Frequent Mistakes in the Planning Process
The speed of the Process The Amount of Data Collected Who does the Planning? The Structure Length of the Plan Frequency of Planning
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Frequent Mistakes in the Planning Process cont.
Number of Courses of Action Considered
Who Sees the Plan Not Using the Plan as a Sales
Document Insufficient Senior Management
Leadership Not Tying Compensation to
Successful Planning Efforts
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What Makes a Good Planning System?
An effective marketing planning process: Uses experience from several managerial
levels rather than just product managers. Uses a variety of both internal and external
sources of information. Spends sufficient time collecting and
analyzing the data necessary for developing marketing strategies.
Uses a number of incentives for managers.
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Steps in the Planning Process
Update historical data. Collect background data. Data analysis. Develop objectives, strategies, and
action programs. Develop financial documents. Negotiate. Measure progress. Audit.