1. Chapter 1: Marketing Planning: New Urgency, New Possibilities
The Marketing Plan Handbook
Fourth Edition
Marian Burk Wood
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2. Marketing Planning Is Important
Marketing is everywhere.
Customers have more information, more choices, higher expectations, more power, and more involvement.
Stakeholders are looking for companies to make a difference.
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3. Marketing and the Concept of “Value”
AMA definition of Marketing:
“…the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”
Value is Key: Value is the difference between the benefits received and the perceived total price.
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4. Marketing Planning
Marketing planning is the structured process of determining how to provide value to customers, the organization, and key stakeholders by:
Researching and analyzing the current situation,
Developing and documenting the firm’s objectives, strategies and programs, and
Implementing, evaluating, and controlling marketing activities.
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5. The Marketing Planning Process
1. Research and
Analyze
2. Understand
Markets and
Customers
3. Segmentation,
Targeting, and
Positioning
4. Direction,
Objectives,
Marketing
Support
5. Marketing Strategies
and Programs
6. Metrics and
Implementation
Control
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6. Contents of The Marketing Plan
Executive Summary.
Current Situation.
Objectives and Issues.
Target Market, Customer Analysis and Positioning.
Marketing Strategy.
Marketing Programs.
Financial and Operational Plans.
Metrics and Implementation Control.
Target Market, Customer Analysis and Positioning was repeated. Bullets were inconsistent. Should IV include Segmentation?
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7. Step 1: Research and Analyze the Current Situation
The marketer performs both:
External analysis, and
Internal analysis.
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8. External Analysis Involves the understanding of : Demographic Economic
Technological
Political-Legal
Ecological
Social-Cultural
Competitors
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9. Internal Analysis
Marketers also assess the firm’s capabilities and the strategies of competitors in order to:
Build on strengths, and
Exploit competitors’ weaknesses.
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10. Other Analyses
Other areas that are analyzed for their impact on marketing strategy include:
Customers
Suppliers
Distributors
Partners, and
Other Stakeholders
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11. Step 2: Understand Markets and Customers
Consumers or businesses
Comprehensive understanding is desired:
Buying habits and behaviors
Who?, What?, Where?, When?, Why?, How?
Are buying patterns changing? Why?
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12. Step 3: Plan Segmentation, Targeting, and Positioning
Purpose of segmentation: To group customers with similar needs, wants, behavior, or attitudes.
Targeting: The selection of specific segments for marketing.
Positioning: A competitively distinctive place (position) in the mind of the targeted customers.
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13. Step 4: Plan Direction, Objectives, and Marketing Support
Goals: Long-term targets.
Objectives: Shorter-term targets.
Sustainable Marketing:
Balancing long-term goals with short-term objectives and budget realities.
Responsible to the larger society.
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14. Step 5: Develop Marketing Strategies and Programs
Consistent with the firm’s overall direction, goals, and strategies.
Utilizing the tools of the “marketing mix”, enhanced by service.
Increasing use of “three screens”: TV, cell phone, and computer.
Includes the development of strategic alliances with suppliers, partners, and channel partners.
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15. Step 6: Plan Metrics and Implementation Control
Metrics: Numerical measures of performance-related activities and outcomes.
Metrics include:
Return on marketing investment (ROMI)
Market share
Cost per customer acquired
Marketing Control: measuring interim performance against metrics, diagnosing any performance issues and making changes as needed.
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16. Primary Marketing Tools
The primary tools for marketing, referred to as the “Marketing Mix” are:
Product.
Price.
Promotion.
Channels.
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17. Product Tangible good or an intangible service.
Must be considered in a holistic fashion.
Branding must also be considered.
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18. Pricing Based upon a number of factors: 1-18
How customers perceive the value of the offering.
Positioning.
Product costs.
Competitive forces.
The value the organization expects to gain.
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19. Channel
How, when, and where to make the goods and services available to customers.
Requires effective relationships with channel partners.
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20. Promotion Involves the following activities: 1-20 Advertising
Public Relations
Sales Promotion
Personal Selling
Direct Marketing
Use of the Internet
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21. Preparing for Marketing Planning
Marketers must develop a number of professional and organizational strengths, including:
Knowledge of markets and customers.
Core competencies.
Strategic relationships.
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22. Support Strategies: Customer Service
Reinforces positive perceptions.
Helps differentiate from competitors.
Enhances business through reputation and referral.
Excellent service helps retain loyal customers.
Poor service alienates otherwise loyal customers.
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23. Support Strategies: Internal Marketing
Focuses all employees on serving customers.
Builds support for the marketing plan.
Enhances execution of the marketing plan throughout the organization.
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24. 4 Guiding Principles for Effective Marketing Planning
Anticipate Change.
Engage Everyone.
Seek Alliances.
Make Marketing Meaningful.
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25. 1-24 Copyright © 2011 Pearson Education, Inc.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2011 Pearson Education, Inc.  
Publishing as Prentice Hall
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