Marketing Plans
Business Management
Fall 2007
Mr. Holland
Quick Review of Marketing Mix
Marketing
Mix
Product Promotion Price Place
Sales Promotion
Product Mix Cost Based
Advertising Distribution
Product Life Cycle Consumer Oriented
Personnel Selling Channel
Portfolio Analysis Competition Based
Public Relations
Consumers are faced with many choices in the market and are
influenced by many factors.
The marketer uses the Marketing Mix to create an overall
package the makes the firm’s product is the one most likely to
be chosen
Market research, segmentation, and planning enable the
development of an effective Marketing Mix
Marketing Planning
Process by which future activities are
systematically ….planned!
The Plan is influenced by
Current Status of the Business- A Marketing Audit
Where the organization is currently
The audit examines the Marketing Environment
Where does the business want to go?
Sales, Profit, Market Share
How can it get there? –Marketing Strategies
Viewed in terms of the 4Ps
The Marketing Environment
The Micro-Environment
Influences the organization directly
Includes:
Suppliers
Consumers
Stakeholders
Relationship between firms & the driving
forces that control this relationship
A local relationship influenced by the firm
The Macro-Environment
All factors that can
influence an organization,
but are out of their direct
control
Competition,
Globalization,
Regulatory, Culture,
Politics, Technology, etc.
This environment is
constantly changing
Firms must be able to
adapt and adjust!
The Internal Environment
Factors that are internal to the organization
The FIVE Ms
Men (politically incorrect—Mpeople!)
Money
Machinery
Materials
Markets
Important for managing effective changes
Benefits of Market Planning
Reflects on Marketing Activities
Plan your work and work your plan
Constant improvement-measurement!
Coordinates the entire Marketing effort
Maximizes Human & Financial Resources
Criteria Established
Confidence of Debtors
Marketing Plan Problems
Focus should be on Customer (not internal
matters)
Focus on functions and not customer groups
Prioritization
Sensitivity to prevailing market conditions and
the nature of the market
Evaluating Marketing Plans
Use of clear, measurable criteria
Methods for evaluation:
Sales analysis
Market Share analysis
Marketing profitability analysis
Sales Revenue minus Marketing Costs= Mktg Profit