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McGraw-Hill/Irwin Copyright 2008 by The-
Marketing Planning
Chapter 01
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Marketing Plan
A marketing plan is a written document containing the guidelines
for the business centers marketingprograms and allocations over the planning period .
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Time Horizons for Marketing Plans
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Hierarchy of Planning
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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.
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Objectives of a Marketing Plan cont.
Pinpoint responsibility for achievingproduct objectives.
Encourage careful and disciplinedthinking.Establish a market orientation.
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Frequent Mistakes in the Planning
Process he speed of the Processhe Amount of Data Collected
!ho does the Planning"he #tructure
$ength of the Plan%re&uency of Planning
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Frequent Mistakes in the Planning
Process cont.'umber of Courses of ActionConsidered
!ho #ees the Plan'ot (sing the Plan as a #alesDocument)nsufficient #enior *anagement$eadership'ot ying Compensation to#uccessful Planning Efforts
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Lengths of Marketing Plans
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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.
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The Planning Process
Approaches to Planningop do/n planning
ottom up planning
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#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.
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Marketing Planning #equence
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Marketing Plan #ummary