市场营销学 Chapter 7 Writing the marketing plan.ppt

Marketing In Black and White Overview The Marketing Plan - Writing; Implementing and Controlling planning, implementing and evaluating marketing programs the elements of the marketing planning process the development of a strategic marketing planning process Describe the steps in the marketing planning process Identifying the key components of the marketing plan Explaining the importance of measuring the firm’s marketing performance. Marketing Plans Planning can be regarded as the systematic and informed application of marketing resources to achieve marketing objectives. Planning is, or should be, therefore a continuous activity of marketing management, rather than an irregular act. Although most of the literature on marketing planning portrays the process as a series of discrete steps, the process is, in fact, a continuous interplay of assumptions, objectives, strategies, programmes and budgets, with a constant movement backwards and forwards, and with some stages occurring concurrently rather than consecutively. A Business Development Or Marketing Plan A business development or marketing plan is a written document of the action to be taken and all of the activities associated with implementation of the marketing mix. It outlines who is responsible for managing the specific activities in the plan, and provides a timetable indicating when those activities must be performed. There is no one method of preparing and presenting an organisation development plan. Marketing Programs Marketing programs generally comprise the following elements: Statement of organisational mission/vision goals and objectives. Market research findings. This part of the plan focuses on elements such as the target segment and the marketing mix considerations. Marketing Plan Overview Chapter 7 features the main elements of a marketing plan for the fictitious Green River Clothing Company. This is not a complete plan. A real plan would be considerably more detailed. It is howe