2. A marketing plan aims in
achieving every goal or to
its target of that product
that is introduced to the
target markets.
3. The marketing plan is the central
instrument for directing and
coordinating the marketing effort
IT operates at two levels:
STRATEGIC MARKETING
PLANNING
TACTICAL MARKETING PLANNING
4. THE STRATEGIC
MARKETING PLAN LAYS
OUT THE TARGET MARKETS
AND THE FIRMS VALUE
PROPOSITION BASED ON
MARKET OPPURTUNITIES.
5. THE TACTICAL MARKETING
PLAN SPECIFIES THE
,MARKETING TACTICS,
INCLUDING PRODUCT
FEATURES,PROMOTION,MERC
HANDISING,PRICING, SALES
,CHANNELS AND SERVICE
6. SMALLER BUSINESS MAY
CREATE SHORTER OR
LESS FORMAL
MARKETING PLANS
WHEREAS CORPORATINS
GENERALLY REQUIRE
HIGHLY STRUCTURED
DOCUMENTS
7. A MARKETING PLAN USUALLY
CONTAINS:
EXECUTIVE SUMMARY AND TABLE OF
CONTENTS
SITUATION ANALYSIS
MARKETING STRATERGY
FINANCIAL PROJECTIONS
IMPLEMENTATION CONTROL
8. THE ROLE OF RESEARCH
ANALYSING OF INTERNAL DATA IS
STARTING POINT FOR ASSEING THE
CURRENT MARKET
SITUATION,SUPPLEMENTED BY
MARKETING INTELLIGENCE AND
RESEARCH INVESTIGATION OF THE
OVERALL MARKET, THE COMPETITION,
KEY ISSUES, THREATS AND
OPPURTUNITIES
9. ROLE OF RELATIONSHIPS:
Customer relationship is very important
part of marketing plan
It affects the company works with
suppliers, distributors, and partners to
achieve plan’s objectives
It influences the company’s dealings
with stake holders
10. From Marketing plan to
Marketing action
Marketing plan should define how progress
toward objectives ill be measured.
Managers typically use budgets, schedules
and marketing plants ant time
Marketing metrics track actual outcomes of
marketing programs to see whether the
company is moving forward to its objectives
11. Every product level within a business unit must
develop a marketing plan for achieving its goals,
the marketing plan is one of the most important
outputs of marketing process
It depends on the
Role of research
Role of relationship
And from Planning to action
