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Marketing Planning
Chapter 01
McGraw-Hill/Irwin
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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.
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Time Horizons for Marketing Plans
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Hierarchy of Planning
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Objectives of a Marketing Plan
 Define the current business
situation.
 Define problems and opportunities
facing the business.
 Establish objectives.
 Define the strategies and programs
necessary to achieve the
objectives.
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Objectives of a Marketing Plan cont.
 Pinpoint responsibility for achieving
product objectives.
 Encourage careful and disciplined
thinking.
 Establish a market orientation.
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Frequent Mistakes in the Planning
Process
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The speed of the Process
The Amount of Data Collected
Who does the Planning?
The Structure
Length of the Plan
Frequency of Planning
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Frequent Mistakes in the Planning
Process cont.
 Number of Courses of Action
Considered
 Who Sees the Plan
 Not Using the Plan as a Sales
Document
 Insufficient Senior Management
Leadership
 Not Tying Compensation to
Successful Planning Efforts
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Lengths of Marketing Plans
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What Makes a Good Planning System?
 An effective marketing planning process:
 Uses experience from several managerial
levels rather than just product managers.
 Uses a variety of both internal and external
sources of information.
 Spends sufficient time collecting and
analyzing the data necessary for developing
marketing strategies.
 Uses a number of incentives for managers.
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The Planning Process
 Approaches to Planning
 Top-down planning
 Bottom-up planning
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Steps in the Planning Process
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Update historical data.
Collect background data.
Data analysis.
Develop objectives, strategies, and
action programs.
Develop financial documents.
Negotiate.
Measure progress.
Audit.
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Marketing Planning Sequence
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Marketing Plan Summary
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