Marketing Philosophy and Strategy

In: Business and Management

Submitted By grantsister8
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1. What is the overall purpose of a marketing plan?
A marketing plan is a written statement that helps the company to operate on a certain standard to keep production of the product or service on the same level
( Winer 2004). A marketing plan is a necessary factor for every business to have in the employee handbook and also for proper and even distribution of the product or service. A written plan is a easy way for the marketing manager to inform employees exactly what is expected of them instead of having everything in his head. This way everything is covered without having loose ends and later on having production problems. Direct communication with the employees is a good thing, but with a written plan this gives the manager concrete evidence on how the organization should be operated. In other words, the manager spends less time telling the employees what to do and more time making sure the product or service is correct.
The most important thing in having a written marketing plan is that it helps you build, direct and shape up your product or services. It also forces the marketing manager to look at the business from the inside and the outside to give good service to the customer and stay abreast on the competitors. “This disciplined thinking helps to ensure that before any marketing strategies or programs are developed, the manager first analyzes customers and competitor behavior and the general climate in the product category or industry. Market-focused decisions are more likely to emerge under this scenario than with a more random approach to decision making”(Winer, 2004, pg.21).
A marketing plan has information about your company and its products, marketing objectives and strategies, as well as how you will measure the success of your marketing activities (SBA, 1997). It tells all the marketing events your company will perform during a…...

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James Reid | Boku to Majo no Jikan | Ele Disse, Ela Disse (He Said, She Said) 1991