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Evgeni Genchev
Trakia University
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ABSTRACT
The planning of marketing activities is one of the main priority of the company . The main task of the
author is based on literature review to apply the tool for evaluating marketing planning . On the one
hand, this will reveal weaknesses in marketing planning. On the other hand will enable search of
additional resources to improve the company's activities.
After research and analysis of the data we come to the following conclusions:
marketing planning does not apply in most of the surveyed companies ;
lack basic analytical techniques to assess the level of marketing planning;
in today's dynamic environment, it is absolutely necessary to use modern management
techniques and software to support decision-making in marketing planning . We note that the software
are quite affordable, easy to use and will quickly increase corporate efficiency.
SCOPE OF MARKETING
Section C ACTIVITIES
0,60 0,52
0,50
0,40 0,33
0,31
0,27
0,30
0,20
0,10
0,00
1 2 3 4
We should be noted that without good Only 16.7% of companies evaluated in the
knowledge of the market, through systematic planning market research fully and largely
market research, marketing planning is not true, and some 58 % define it as average and
particularly effective. Generally the three main unsatisfactory.
aspects: environment analysis, market
segmentation and market research received Let's look at what the companies give
only about 30 % of maximum levels. importance to individual elements of the
marketing mix, see Figure 4
Figure 4. Research on the planning of the elements of marketing mix- product, price, distribution and
communication politics
Legend: 1. Product policy
2. Pricing Policy
3. Distribution Policy
4. Communication Policy
Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015
325
GENCHEV E.
The companies give the product planning reporting income and expenses, only 50% of
policy the highest score equal to 51% of the companies possess and software for movement
maximum, followed by communication policy of material and inventory. In our highly
by 49%. The pricing policy is in third place information society - the lack of software used
with 42%, which is surprising in companies in marketing planning is a big problem and it
operating in conditions of low demand in the should be given enough attention.
market. The weakest element of the marketing
mix is the distribution by 38 %. CONCLUSION AND
RECOMMENDATIONS
Section „Objectives and resources of the Managers of companies should understand the
company“ nature and content of marketing planning as a
In today's dynamic environment the lack of continuous process of learning with its inherent
developed and adopted a system of quantitative methodological apparatus of approaches,
and qualitative indicators can affect very principles, methods, rules, procedures.
negatively the activities of the company. What It is a shift from the so-called internal company
are the main corporate objectives to be pursued focus to the achievements of rivals such as
by companies? market share, profitability in the sector and
The distributi on goals: others.
• Pursuit of profit: 41.6% of the firms REFERENCES
respond “almost always true” and 50% of 1. Westwood, John, “The marketing plan: a
them respond “usually true” step-by-step guide”, London : Kogan Page
• Pursuit of revenues from sales: 50 % 2002 3rd ed., p.12
of the firms respond “almost always true” and 2. Woods, M.B. (2003), The Marketing Plan.
25% of them respond “usually true”. A Handbook. New Jersey: Prentice-Hall.
Market metrics that are associated with very 3. McDonald M. Marketing planning
good knowledge of competitors and average understanding marketing plans and strategy,
industry profitability are not popular . Only 25 Kogan Page, 2008
% of companies interested in market share and 4. Mladenova, The Marketing Planning ,
average industry profitability in the industry. University Publishing House " Economy ",
Sofia, 2006
About 42 % of companies believe that to a 5. Ennis, S. (1998). "Marketing Planning in
large extent be able to react to changes in the the Smaller Evolving Firm: Empirical
environment, but the other 25% are those who Evidence and Reflections." Irish Marketing
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we will only highlight two: First, corporate marketing planning” ,Economics
budgets are not consistent with the objectives. alternatives, vol.6, 2011
Second, companies do not have any software 7. Economic Yearbook, Stara Zagora, 2014
to support decision making. Besides
accounting programs that are used for