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Functions of the Marketing Plan

15 January, 2016 - 09:19


  1. Understand the functions of a marketing plan.
  2. Write a marketing plan.

In Chapter 1 "What Is Marketing?", we introduced the marketing plan and its components. Recall that a marketing plan should do the following:

  1. Identify customers’ needs.
  2. Evaluate whether the organization can meet those needs in some way that allows for profitable exchanges with customers to occur.
  3. Develop a mission statement, strategy, and organization centered on those needs.
    1. Create offerings that are the result of meticulous market research.
    2. Form operations and supply chains that advance the successful delivery of those offerings.
  4. Pursue advertising, promotional, and public relations campaigns that lead to continued successful exchanges between the company and its customers.
  5. Engage in meaningful communications with customers on a regular basis.