Question

Topic: Student Questions

Creating A Marketing Plan According To P.kotler

Posted by Anonymous on 4/7/2008 at 6:46 AM ET 250 Points
Hello everyone,
i hope you can help me out.
Here is the situation : I want to set up a marketing plan and I therefore read Kotler’s book “Marketing Management”. I am not too sure if I understood everything right ( English is not my mother tongue btw) so please let me know if my conclusions are right:
1)the marketing plan ( consisting of a strategic and a tactical part) can not be seen isolated from the planning on corporate, division and business unit level. It needs to fit together.
2)The marketing plan is something that is worked out during the marketing process.
3)The marketing process consists of:
analysing the market opportunities, developing marketing strategies, planning
the marketing programs and managing marketing
4)so, when I am doing all steps of the marketing process I will create a marketing plan “along the way”?!
I am a bit confused at the moment. I really would appreciate your help.

Thanks in advance!
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RESPONSES

  • Posted by Levon on 4/8/2008 at 12:56 PM Accepted
    You usually write a marketing plan after you have researched fully your market. It's a point of direction.

    A Marketing Plan is usually written before engaging in the marketing activities discussed in the plan. If you are starting from scratch and you don't have a previous plan in place, the plan will discuss what will be undertaken in the future. That is why they call it a plan. The plan comes first then the action. We re-visit the plan to make sure that we stay on track.

    A plan can also be written in the midst of other marketing activities which are the result of past marketing plans or decisions. There is often overlap from plan to plan or no-plan to plan.
  • Posted on 4/19/2008 at 2:57 AM Accepted
    The planning system I use is called the one page business plan(r) you can order the book online. I found it to be very helpful to beginners. And everything is in plain English so it's something that you won't have to spend lots of time figuring out.

    That said, send me an email and I'll give you the password/id to an area of my website where I have resources for my clients.

    The page is https://wwwTheResourceQueen.com/new/favorites/businessplans.html

    Besides the one resource I mentioned below, it has on it longer plans; samples; templates and just about everything that is helpful in creating a plan.

    I want to congratulate you on two things. 1) coming here and posting in English. You did very well. 2) the fact that you are starting a business by creating a plan is beleive it or not --- "different". Most people don't and end up in too much trouble later.

    Good going!
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