The document outlines key aspects of marketing planning covered in Chapter 2. It discusses the components of a marketing plan including objectives, strategic plans, specific actions, and budgets. Objectives should be SMART (Specific, Measurable, Achievable, Relevant, Timely). The marketing mix of the 4 P's (Product, Price, Place, Promotion) is explained for both goods and services. Ethics in marketing and conducting marketing audits and SWOT analyses are also covered.

1. Marketing

2. COURSE SCHEDULE
 Chapter 1: ROLE OF MARKETING
 Chapter 2: MARKETING PLANNING
 Chapter 3: MARKETING STRATEGY
 Chapter 4: OTHER MEANS OF MARKETING

3. Marketing Planning
Chapter 2

4. Marketing planning
Key components of a marketing plan:
 Marketing objectives (SMART)
 Strategic Plans
 Specific Marketing Actions
 Marketing Budgets

5. Marketing objectives
 Key marketing objectives
 “SMART”
 Specific
 Measurable
 Achievable
 Relevant
 Timely

6. Marketing mix
 Is the combination of elements to describe the
strategic position of a product or service in the
market place. The diagram below differentiates
between typical marketing mix strategies and our
integrated holistic approach
 The mix tries to cover all of the elements needed in
the market of a product.

7. Functionality
Brand
Packaging
Services
Advertising
Sales Force
Publicity
Sales Promotion
List Price
Discounts
Bundling
Credit Terms
Channel
Inventory
Logistics
Distribution
PriceProduct
Promotion Place
Target
Market
4 P’s of marketing (goods)

8. ProcessPeople
Physical
Evidence
Packaging
Target
Market
4 P’s of Marketing (services)

9. Ethics of marketing
Marketing may have unethical behaviors in a
number of ways:
• Misleading or false claims about
pricingPricing
• Selling a product on a basis
unrelated to the product itselfPromotion
• Using cheap suppliers that leads
to health and safety issuesProduct
• Commission based payments to
employees may mislead the
customers
Place

10. Marketing audit
Businesses assess the balance of their
marketing mix continually.
Periodically, marketing audits look at the cost
and effectiveness of the marketing activity.
This tool analyses the internal and external
environments in order to identify the
organization’s SWOT (Strengths, Weaknesses,
Opportunities, Threats).

11. Strengths
Your brand and brand name
Unique Skills and Abilities
Products and Package
Distribution Channel
Partners
Cost Structures
Weakness
Weak Brand Image
Additional talent skills
Competitive Disadvantage
Financial Support and Cash
flow issues
Geographical Location
Opportunities
Positive Market Trends
Customer Growth
Complementary Products
or services
Strategic Partnerships
Threats
Speed of market changes
Likely new competition
Vulnerability to market
fluctuation
Changing Stakeholders and
their needs
SWOT
ANALYSIS

12. Porter’s Diamond Theory