Chapter 1

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-1

What is a Marketing Plan?
 It is a written document that covers the
situation, objectives, and actions for an
organization for the time period covered by
the plan

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-2

What is a Marketing Plan?
 The time period covered by the plan depends
on the volatility of that organization’s market:
 Annual planning cycle
 Quarterly planning cycle
 Ad hoc marketing plans

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-3

What is a Marketing Plan?
 Marketing plans are written by different
people in the organization, depending on the
situation:
 Small companies: Chief executive officer (CEO)
or vice-president of marketing
 Large companies: Product managers or
product marketing managers or planning
department
 All companies: Owner of the plan
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-4
What is a Marketing Plan?
 Similarity between marketing plans and
business plans:
 They both map out the strategy to achieve a
productive end
 Difference between marketing plans and
business plans:
 Marketing plans do not include details on non-
marketing-related activities such as operations
and human resources
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-5
Marketing Planning in Action: Nintendo Wii:
Game Changer
 Console makers focused on:
 Killer processing power
 High definition graphics
 Wi-Fi connectivity
 Nintendo’s approach:
 Target the casual gamer with an easy-to-play, interactive
experience
 Focus on non-hardcore gamers

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 6

Figure 1.1 - Advantages of Good Marketing
Planning

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-7

Figure 1.2 - Cross-functional Collaboration

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-8

Figure 1.3 - Impact of Organizational
Functions on Marketing Plan

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-9

Figure 1.4 - The Marketing Planning
Process

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-10

Marketing Planning in Action: Nintendo Wii:
Success Step by Step
 Step 1: Increase sales through a unique differentiator—its
unique interactive controller
 Step 2: Targeting casual gamers with its new offering, avoiding
the graphics war between Microsoft and Sony
 Step 3: Developing the marketing mix, with a compelling
product, a user-friendly price, familiar distribution channels,
and promotion programs that highlighted its new Wii controller
 Step 4: Video game industry blogs estimate that Nintendo
budgeted over $200 million in marketing costs to make its Wii
a success

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 11

Figure 1.5 - Marketing Plan Outline

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-12

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 13
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system, or transmitted, in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written permission of the
publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 1-14