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As we have explained, pricing an offering, for example, will involve a companya€™s finance and accounting departments in addition to the marketing department.
The marketing planmarketing planA document that is designed to communicate the marketing strategy for an offering. Once this information is gathered and digested, the planners can then work to create the right offering.
Following the material on offerings, we explore the decisions associated with building the value chain. Once a customer has decided that her personal value equation is likely to be positive, then she will decide to purchase the product.
At the beginning of this chapter, we mentioned that the view of marketing has changed from a static set of four Ps to a dynamic set of processes that involve marketing professionals as well as many other employees in an organization. What is the relationship between social responsibility, sustainability, service-dominant logic, and the global business environment?
The ultimate in convenience AND organization, the Online Marketing Content Planner is a down-loadable electronic calendar for creating your annual email, blog, video, and social media publishing schedule for the year. This easy-to-use, totally customizable content and message planner functions like an editorial calendar (see image above) for your online marketing messages and content. It is your central hub for brainstorming and recording the publication dates and topics of your articles, videos, announcements and status updates distributed and sent through your newsletter, email marketing, blog, YouTube, Facebook, Twitter and more.  Don’t be without it this year and in years to come!
Align your messaging across different online channels – email, social media, YouTube, and more – are you being consistent and authentic? Wouldn’t it be great to get a helping hand creating your annual message plan right along with the perfect tool to do it? Join the Email CommunitySign up for email and get new blog posts, breaking industry news, event discounts, the latest free email tools and more! Many entrepreneurs and small business executives either don’t have the time or the staff to adequately plan their marketing activities.  For most they would simply jump straight to the end of the story and start talking tactics. While all these tactics may be effective for your business how do you know which ones to use if you have not taken the time to properly set objectives and plan your strategy? Like a general going to war you need to have an end goal in mind – your mission.  Once that has been developed you can then set your objectives. Contact me if you are interested in discussing a strategic marketing plan for your business. What do you think about ranking on the top slot of Google for a question thanks to two free services – Squidoo and Prezi? Ranking high in Google is certainly desirable, a top 5 ranking is what you should shoot for. Applea€™s engineers began working on the iPod by looking at the available technology and thinking about how customers would like to have their music more available, as well as more affordable, through downloading.
Note that they all refer to their customers, either directly or by making references to relationships with them.
Note Applea€™s mission statement: a€?Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. The purpose of the plan is to influence executives, suppliers, distributors, and other important stakeholders of the firm so they will invest money, time, and effort to ensure the plan is a success.
Products and services are developed, bundled together at a price, and then tested in the market. Once an offering is designed, the company has to be able to make it and then be able to get it to the market.


The way business is being conducted today is changing, too, and marketing is changing along with it.
SustainabilitysustainabilityAn example of social responsibility that involves engaging in practices that do not diminish the eartha€™s resources. But efficient and effective planning is critical to the future of any company or organization.With a marketing plan in place, you have better control of the required action items, resources and budgets needed to be successful.
Within a company, marketing might be the title of a department, but some marketing functions, such as sales, might be handled by another department. When admonished for making constant improvements to his products even though farmers would take whatever they could get, Deere reportedly replied, a€?They havena€™t got to take what we make and somebody else will beat us, and we will lose our trade.a€?[3] He recognized that if his company failed to meet customersa€™ needs, someone else would. Note also how these are written to inspire employees and others who interact with the company and may read the mission statement.
Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Marketers want to know their customersa€”who they are and what they like to doa€”so as to uncover this information. Decisions have to be made as to when to alter the offerings, add new ones, or drop old ones. Thata€™s because of service-dominant logic, the approach to business that recognizes that consumers want value no matter how it is delivered. As such, the amount and quality of data for evaluating a firma€™s performance is increasing.
The price of oil, for example, is a global concern that affects everyonea€™s prices and even the availability of some offerings. The essential components of the plan are understanding customers, creating an offering that delivers value, communicating the value to the customer, exchanging with the customer, and evaluating the firma€™s performance. You are also in a better position to execute and put those requirements in motion.Also, for any marketing plan, it is always beneficial to have agreement from all employee levels. The mission of the company then became the one shown in FigureA 1.4, a€?Mission Statement of Deere and Companya€?. Once a company has decided what business it is in and expressed that in a mission statement, the firm then develops a corporate strategy. Generally this requires marketing researchers to collect sales and other related customer data and analyze it. These decisions are the focus of the next set of chapters and are the second step in marketing planning. As exchanges occur, marketing planners then refine their plans based on the feedback they receive from their customers, what their competitors are doing, and how market conditions are changing. SC Johnson, the company that makes Pledge and Windex, was among the first companies to engage in manufacturing practices that reduced or eliminated pollution. That emphasis on value is what drives the functional approach to value that wea€™ve takena€”that is, creating, communicating, delivering, and exchanging value. Earlier in our discussion of the marketing plan, we explained that customers communicate via transactions. Many companies, though, source some or all their offerings from companies in other countries or else face some sort of direct competition from companies based in other countries.
A marketing plan is influenced by environmental trends such as social responsibility, sustainability, service-dominant logic, the increased availability of data and effective metrics, and the global nature of the business environment.
The challenge, of course, is how to create a a€?greata€? product without thinking too much about the customera€™s wants and needs.


Marketing strategists subsequently use the corporate strategy and mission and combine that with an understanding of the market to develop the companya€™s marketing plan. Right now, companies do not have to engage in these practices, but because firms really represent the people behind them (their owners and employees), forward-thinking executives are seeking ways to reduce the impact their companies are having on the planet. Although this sounds both simple and obvious, better information technology has given us a much more complete picture of each exchange. Every business professional, whether marketing or otherwise, has to have some understanding of the global environment in which companies operate. Apple, and for that matter, many other companies, have fallen prey to thinking that they knew what a great product was without asking their customers. Using this data, we can build more effective metrics that can then be used to create better offerings, better communication plans, and so forth. This will help you to determine how effective your marketing efforts have historically been and the results related to those efforts.
In fact, Applea€™s first attempt at a graphic user interface (GUI) was the LISA, a dismal failure.
FigureA 1.5, a€?Steps in Creating a Marketing Plana€? shows the steps involved in creating a marketing plan. However, whereas ethics require that you only do no harm, the concept of social responsibilitysocial responsibilityThe idea that companies should manage their businesses not just to earn profits but to advance the well-being of society. Today, people are demanding businesses take a proactive stance in terms of social responsibility, and they are being held to ever-higher standards of conduct.
The goals must aligned with the objectives of the business and be specific, measurable and obtainable. The goals of the plan must show a target return on investment but must also be flexible enough to change in the name of making better progress. There are many products and services available which are geared toward a varied audience while other products target a niche market. Hard work and extensive research conducted at the beginning will significantly help during the creation of the plan later.
Research is tangible feedback so without knowing this information you are guessing about which steps to take next.
If research is not performed, it is easy to miss your target audience — which can lead to missed opportunities and sales down the road.
The strategy will highlight how a specific product or service will be promoted to the identified client.
Marketing strategies are utilized by all companies to drive brand and product awareness, increase sales, launch new products or services and provide profit to the business. The plan must be built with an end-result in mind and be tailored to specific markets.Creating a successful marketing plan is a lot of upfront work.
She is a contributing writer to this and other blogs and also writes email newsletter articles, press releases and web content.
Prior to her writing career, Natalie worked in various fields including real estate, equipment leasing and banking.



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