Marketing Planning s a structured process leads to a coordinated set of marketing decisions/actions covers a specific period for a specific organization O Copy rights reserved, Zou Deqiang
6 6 © Copy rights reserved, Zou Deqiang • is a structured process • leads to a coordinated set of marketing decisions/actions • covers a specific period for a specific organization Marketing Planning
Marketing plan The internal document that outlines the marketplace situation and describes the marketing strategies/programmes that will support the achievement of business and organizational goals over a specified period 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang • The internal document that outlines the marketplace situation and describes the marketing strategies/programmes that will support the achievement of business and organizational goals over a specified period. Marketing plan
Three Levels of Business Planning Strategic planning by top-level corporate management Functional planning by top functional-level management such as the chief marketing officer Operational planning by supervisory managers 8 O Copy rights reserved, Zou Deqiang
8 8 © Copy rights reserved, Zou Deqiang Three Levels of Business Planning • Strategic planning by top-level corporate management • Functional planning by top functional-level management such as the chief marketing officer • Operational planning by supervisory managers
Strategic Planning Managerial decision process that matches firms resources capabilities to its marketing opportunities for long-term growth Top management defines firm's purpose and objectives Example: increase firm's total revenues by 20% over next five years 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang Strategic Planning • Managerial decision process that matches firm’s resources & capabilities to its marketing opportunities for long-term growth ¾Top management defines firm’s purpose and objectives ¾Example: increase firm’s total revenues by 20% over next five years
Functional (Tactical) Planning Accomplished by various functional areas of firm Typically includes a broad 5-year plan to support strategic plan and a detailed annual plan Example: to gain 40%of a particular market with three new products during coming year O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang Functional (Tactical) Planning • Accomplished by various functional areas of firm • Typically includes a broad 5-year plan to support strategic plan and a detailed annual plan ¾ Example: to gain 40% of a particular market with three new products during coming year