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Plan
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Chapter 10 The Marketing Plan
2
The Marketing Plan
10.1
10.1
10.1
Forming Marketing
Objectives
Marketing is the process of developing, promoting, and
distributing products to satisfy customers and
businesses.
Forming Marketing
Objectives
A convincing marketing plan marketing plan a plan
includes a rationale for your used by a business to
guide its marketing
selection of marketing process to a desired
strategies and tactics. conclusion based on
information obtained
through market research
and target market
decisions
Marketing
Objectives projected
advertising profitability
distribution pricing
Developing the
Marketing Mix
Developing a marketing mix marketing mix the five
enables an entrepreneur to marketing strategies used to
reach a market: product,
map out how to accomplish place, price, promotion, and
marketing initiatives. people
P
Product
P
Place
P
Price
P
Promotion
P
People
The place strategy deals with how you will deliver your
goods and services to customers.
• channels of distribution
• intensity of distribution
• transportation
• location, layout, and availability
Producer Consumer
Indirect
Marketing Tactics
10.1
10.1
10.1
10.2
10.2
10.2
private brand
guarantee
diversification
adding eliminating
products products
revising Product
guarantees changing
Strategy products
and service
Changes
policies
changing brands,
packaging, identifying new
or labels uses for
products
improving rearranging
location layout
Place
Strategy
Changes
changing
channels of increasing
distribution availability
number of
people
system employee
rewards People qualifications
Strategy
Changes
human
resource team-building
responsibilities responsibilities
Price and
Promotion
Strategy
revising Changes reacting to
terms of sale market
prices
10.2
10.2
10.2
Updating the marketing mix involves reviewing individual strategies for recent
adjustments and needed changes. Changes and proposed changes are then
reviewed for consistency with marketing objectives (and budget considerations).
Based on these reviews, adjustments are made to ensure that all strategies are
coordinated to accomplish the marketing objectives. Finally, the revised mix is
incorporated into the marketing plan and supporting elements of the plan are
modified accordingly.
E-Commerce
Development Options
Once you decide to start an e-commerce business, you will need
to plan how your site will be developed.
Tech Terms
template
a file that establishes the format and appearance of a Web page
turnkey
a preprogrammed and ready-to-operate hosted e-commerce site
Tech Terms
Web designer
a person who plans the aesthetic and navigational aspects of a Web
site
Web developer
a person who programs a Web site from a technical standpoint
The Marketing
Plan
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