MARKETING PLANNING – CHAPTER 2
Developing a marketing plan is a key responsibility. The marketing plan can be divided into two general parts: the situation analysis, which analyzes the background of the market for the product, and the objectives, strategy and programs based on the background analysis that direct the product manager’s actions.
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.
Give life to a marketing plan = business plan (CEO)
Marketing plan= Chief Marketing Officer. One-year time framework (mostly). Short states and implements. At the end, check and asses. Kotler (NOT MORE than 15 pages). Straight to the topic, NOT wide. What you need and how to get there. * Written document: not something stored in a product manager’s head. It provides a vehicle for communications between functional areas of the firm. It pinpoints responsibility for achieving results by a specified date. * Business center level: the precise level at which plans are written varies from organization to organization. For example, in a company using a band management organizational structure, a marketing plan is written for each brand that is a profit center. Alternatively, some companies write plans for groups of brands or products, particularly when fixed costs are difficult to allocate by individual product. While marketing planning is common, it occurs at different organizational levels. * Planning period: the horizon varies from product to product. Retailing, fashion, short. Industrial have longer than annual. The typical, however, is annual. The Interned has had a substantial impact on the planning cycle times. “Internet” time has come to mean that planning assumptions are often voided quickly by changes in the economic environment, the number of