What does a marketing plan include?
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Transcript of What does a marketing plan include?
A marketing plan aims in achieving every goal or to its target of that product that is introduced to the target markets.
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
THE STRATEGIC MARKETING PLAN LAYS OUT THE TARGET MARKETS AND THE FIRMS VALUE PROPOSITION BASED ON MARKET OPPURTUNITIES.
THE TACTICAL MARKETING PLAN SPECIFIES THE ,MARKETING TACTICS, INCLUDING PRODUCT FEATURES,PROMOTION,MERCHANDISING,PRICING, SALES ,CHANNELS AND SERVICE
SMALLER BUSINESS MAY CREATE SHORTER OR LESS FORMAL MARKETING PLANS WHEREAS CORPORATINS GENERALLY REQUIRE HIGHLY STRUCTURED DOCUMENTS
A MARKETING PLAN USUALLY CONTAINS:
EXECUTIVE SUMMARY AND TABLE OF CONTENTS
SITUATION ANALYSIS
MARKETING STRATERGY
FINANCIAL PROJECTIONS
IMPLEMENTATION CONTROL
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
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
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
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