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Guiide to Wriitiing a Kiillller Marketiing Pllan
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Doing marketing planning, which is captured in the marketing plan, is an essential
organizational activity, considering the hostile and complex competitive business
environment. Our ability and skills to perform profitable sales are affected by hundreds of
internal and external factors that interact in a difficult way to evaluate. A marketing
manager must understand and build an image upon these variables and their interactions,
and must make rational decisions. Here is a great description of Marketing from
HowStuffWorks:
“According to the Dictionary of Marketing Terms, marketing is “the process of planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational goals. What does that mean to you? It means
marketing encompasses everything you have to do in coming up with a needed product or service,
making potential customers aware of it, making them want it, and then selling it to them. So then, is
sales considered “marketing”? Is advertising “marketing”? Often, you’ll hear sales functions referred
to as “marketing,” but really sales is just a part of the larger marketing process, as is advertising. In
the olden days (back 30 or 40 years), marketing did consist primarily of sales. Rather than having
marketing departments, companies had sales departments with an advertising manager and
someone who did market research. Sometimes they added a promotions manager or hired an
agency to handle advertising and promotions. Things began changing as some companies grew
larger and larger and began offering many product lines that warranted having their own brand
managers, market segment managers and many more specialized positions that addressed and
mulled over the needs of their particular markets. The need for a marketing department began to be
seen as a vital part of business. The marketing department also takes most of the blame if a product
(or company) isn’t successful, regardless of whether or not the fault actually lies there.”