Essays on Role and Nature of a Marketing Plan Coursework

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The paper 'Role and Nature of a Marketing Plan" is a good example of marketing coursework.   The first section of this essay sets out to give clear discussions of what a marketing plan is, the relationship that exists between a marketing plan and a business plans and the uses of a marketing plan; the uses of the marketing plan will be divided into two broad categories that are the tactical use and the strategic use. The second section will outline the typical structure of a marketing plan and offer a brief but concise discussion of the potential differences that exist in marketing plans structures.

The other section will offer a discussion of each of the elements as well as the purpose of the section, the type of information that each section requires and the common sources of the information. The next section will offer a discussion of links and or independence between marketing plan elements, this will be closely followed by a discussion of the common misconceptions relating to a marketing plan. The last section will be a conclusion and it will be a reiteration of the main points that are discussed in the report. Role and nature of a marketing plan A marketing plan is defined as a plan that outlines a set of specific actions that need to be carried out so as to make the potential consumers and clients to have interest in the products or services you are offering and at the same time trying to persuade them to purchase the products and services (Luther, 2011).

In essence, most marketing plans cover a period between one year and five years.

There exists a relationship between a marketing plan and a business plan. The two documents ought to complement each other though they operate at different scales within the organization (Hooley, Nicoulaud & Piercy, 2011). A business palm outlines what a certain business is all about in terms of what they do and what they do not do and what their core goals are. It covers more than the marketing in that it provides detailed information on the location, financing, staffing as well as the strategic alliances of the business. The business plan also contains the vision in that it explains in resounding terms the main purpose of the company.

A company’ s business plan offers an environment in which the company’ s marketing plan must flourish, thus the two documents ought to be consistent with each other. There exist a number of uses for marketing plans. Tactically the marketing plans are used for planning for a short term basis. In relation to these the tactical marketing plans places a lot of emphasizes on the current operations that take place in various departments in an organization.

In essence, short term planning is said to be a period of about one year or less. The managers use tactical marketing plans to state what must be done by the various departments in the organizations in a period of about one year or less. The areas that are mainly planned for in tactical market plans include areas such as the production unit, plant facilities, marketing, finance as well as marketing departments. Strategic marketing plans cover aspects that will be of concern to the organization on a long term basis, for example, most strategic marketing plans span a period three year to five years.

The strategic plans contain strategies that the organization will use when pricing their commodities, client acquisition, organizational messages, positioning, benefits of the commodities been offered by the organization, how the message and conveyed as well as market segmentation (Fill, 2009). In reality, a strategic marketing plan offers a macro overview.

References

Cohen, W. A. (2005). The Marketing Plan. 4th Ed.. New York; John Wiley & Sons, Inc.

Fill, C. (2009). Marketing communications. New Jersey: Pearson Education.

Hooley, G., Nicoulaud, B. & Piercy, N. (2011). Marketing strategy and competitive positioning. New Jersey: Pearson Education.

Kerin, H., Berkowitz, R. (2006). Marketing. 8th Ed. New York; McGraw-Hill Irwin.

Lehmann, D. R. & Winer, R. S. (2002). Analysis for Marketing Planning. 5th Ed. New York; McGraw-Hill Irwin.

Wood, M. (2010). Essential guide to marketing planning. New Jersey: Pearson Education.

Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Boston: Harvard business review press.

Malcolm, M & Hugh, W (2011) .Marketing Plans: How to Prepare Them, How to Use Them. USA: Wiley

Luther, W (2011) .The Marketing Plan: How to Prepare and Implement It. New York: Amacom.

Malcolm, M & Morris, P. (n.d.) .The Marketing Plan.UK: Butterworth-Heinemann

Wood, M (2007) .The Marketing Plan Handbook. New Jersey: Prentice Hall

Naver, J & Slater, S (1990) .The Effect of a Marketing Orientation on Business Profitability: Journal of Marketing, 53(4): 20-22.

Porter, M (1998). On competition. Boston: Harvard business school.

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