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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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Time Horizons for Marketing Plans

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Hierarchy of Planning

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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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Lengths of Marketing Plans

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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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The Planning Process

Approaches to Planning Top-down planning Bottom-up planning

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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.

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Marketing Planning Sequence

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Marketing Plan Summary