OPPapers.com Essay Index >> Book Reports >> Marketing Plans
We have many free term papers and essays on Marketing Plans. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Marketing Plans. A marketing plan is a written document that details the necessary
actions to achieve one or more marketing objectives. ...
... Employees of the department must rely on paper copies to review and research
on past marketing research, marketing plans and design awards. ...
... making money. Marketing plans may be for new products and services being
introduced for existing products or services. There are ...
... The major finding is that M&S has successful business strategies and marketing plans.
However, the company does not maintain these advantages continuously. ...
... Future business and marketing plans utilize Federal Funds Rate trends for as shown
in Table 1. Types of Loans According to Mortgage-X (2008), “All mortgage ...
Submitted by dear1551 on May 16, 2008
Category: Book Reports
Words: 4662 | Pages: 19
Views: 246
Popularity Rank: 41,049
Average Member Grade: N/A (Add a Comment / Grade this Paper)
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years.
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.
The marketing planning process
In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.
To be most effective, the plan has to be formalized, usually in written form, as a formal `marketing plan'. The essence of the process is that it moves from the general to the specific; from the overall objectives of the organization down to the individual action plan for a part of one marketing programme. It is also an interactive process, so that the draft output of each stage is checked to see what impact it has on the earlier stages - and is amended accordingly.
[edit] Corporate mission
Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the 'corporate mission'; which in turn provides the context for these corporate objectives. This `corporate mission' can be thought of as a definition of what the organization is; of what it does: 'Our business is …'.
This definition should not be too narrow, or it will constrict the development of the organization; a too rigorous concentration on the view that `We are in the business of making meat-scales', as IBM was during the early 1900s, might have limited its subsequent development into other areas. On the other hand, it should not be too wide or it will...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!