7/21/2019 4700lwc1

1/15

1-1

7/21/2019 4700lwc1

2/15

McGraw-Hill/Irwin Copyright 2008 by The-

Marketing Planning

Chapter 01

7/21/2019 4700lwc1

3/15

1-3

Marketing Plan

A marketing plan is a written document containing the guidelines

for the business centers marketingprograms and allocations over the planning period .

7/21/2019 4700lwc1

4/15

1-4

Time Horizons for Marketing Plans

7/21/2019 4700lwc1

5/15

1-5

Hierarchy of Planning

7/21/2019 4700lwc1

6/15

1-6

Objectives of a Marketing Plan

Define the current businesssituation.

Define problems and opportunitiesfacing the business.Establish objectives.

Define the strategies and programsnecessary to achieve theobjectives.

7/21/2019 4700lwc1

7/15

1-7

Objectives of a Marketing Plan cont.

Pinpoint responsibility for achievingproduct objectives.

Encourage careful and disciplinedthinking.Establish a market orientation.

7/21/2019 4700lwc1

8/15

1-8

Frequent Mistakes in the Planning

Process he speed of the Processhe Amount of Data Collected

!ho does the Planning"he #tructure

$ength of the Plan%re&uency of Planning

7/21/2019 4700lwc1

9/15

1-9

Frequent Mistakes in the Planning

Process cont.'umber of Courses of ActionConsidered

!ho #ees the Plan'ot (sing the Plan as a #alesDocument)nsufficient #enior *anagement$eadership'ot ying Compensation to#uccessful Planning Efforts

7/21/2019 4700lwc1

10/15

1-10

Lengths of Marketing Plans

7/21/2019 4700lwc1

11/15

1-11

hat Makes a !oo" Planning #ystem$

An effective marketing planning process+(ses e,perience from several manageriallevels rather than just product managers.

(ses a variety of both internal and e,ternalsources of information.#pends sufficient time collecting andanaly-ing the data necessary for developing

marketing strategies.(ses a number of incentives for managers.

7/21/2019 4700lwc1

12/15

1-12

The Planning Process

Approaches to Planningop do/n planning

ottom up planning

7/21/2019 4700lwc1

13/15

1-13

#te%s in the Planning Process

(pdate historical data.Collect background data.Data analysis.Develop objectives strategies andaction programs.Develop financial documents.

'egotiate.*easure progress.

Audit.

7/21/2019 4700lwc1

14/15

1-14

Marketing Planning #equence

7/21/2019 4700lwc1

15/15

1-15

Marketing Plan #ummary