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