2. Marketing Planning
Chapter 01

3. 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.

4. Time Horizons for Marketing Plans

5. Hierarchy of Planning

6. 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.

7. Objectives of a Marketing Plan cont.
Pinpoint responsibility for achieving product objectives.
Encourage careful and disciplined thinking.
Establish a market orientation.

8. Frequent Mistakes in the Planning Process
The speed of the Process
The Amount of Data Collected
Who does the Planning?
The Structure
Length of the Plan
Frequency of Planning

9. 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

10. Lengths of Marketing Plans

11. 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.

12. The Planning Process Approaches to Planning Top-down planning
Bottom-up planning

13. Steps in the Planning Process
Update historical data.
Collect background data.
Data analysis.
Develop objectives, strategies, and action programs.
Develop financial documents.
Negotiate.
Measure progress.
Audit.

14. Marketing Planning Sequence

15. Marketing Plan Summary