Principles of Marketing

Brief Introduction
• Marketing strategy - Shaped by your business strategy, your marketing
strategy is your porpuse; it’s the offering you deliver, how you will
deliver it and why your marketing efforts will help you achieve your
company’s mission and strategic goals. Once you have your strategy,
only then will you be able to develop an effective marketing plan
according to The Laire Group Team published at www.lairedigital.com
• Marketing plan - Driven by your strategy, your marketing plan is the
execution ; the roadmap of tactial marketing efforts that help you
achieve your marketing goals. Your plan is your detailed campaign of
what you will do, where you will do it, whem you will implement, and
how you will track success.
 Marketing Strategy Marketing Plan

The “why” Behind your Marketing Efforts. The Road Map the Execution “Plan”.

Its purpose is to describe how your marketing Its purpose is to lay out your marketing
goals will help you achieve your business goals. campaign.

What offering you will deliver, who you will What you will do,where you will do it, when you
deliver, who you will deliver it to, how you will will implement and how you will track success.
deliver it and who your competitors are.

It helps you make the most of your investment, It support yours strategy and is the action plan
keep your marketing focused, and measure your you’ll uses to implement efforts.
sales results.
Strategy Marketing Vs. Tactical Marketing
• Strategy Planning is a broad process that can address the entire business, or a
portion of the business such as marketing while Marketing planning is written
based from strategic plan.

Strategy Planning
1. Strategy is a plan from reaching a specific goal.
2. In business, a strategy is a broad goal, such as increasing sales or market share
or creating ann image for the business.
3. When creating marketing plans start with broad strategies and support the with
specific tactics.
 4. Planning is the process of predicting future events and conditons and of
determining the best way to attain the goals and objectives of the changing
market opportunities.

5. Strategic Planning is a management process of creating and maintaining fit

between the objectives and resources of the organization and the changing
market opportunities.

Companies usually prepare annual plans, long-range plans strategic and strategic
plans;
1. The annual plan is a short-term plan that describes the current situation, company
objectives, the strategy for the year, the action program, budgets and controls.
2. The long-range plan describe the primary factors and forces affecting the
organization during the next several years. It includes the long-term objectives, This
long-term plan is reviewed and updated each year so [hat the company always has a
current long-range plan. The company’s annual and longer-range plans deal with current
business and how to keep them going.

3. The strategy plan involves adapting the firm to take advantages of opportunities
in its constantly changing environment. It is the process of developing and maintaining
a strategic fit between the organization’s goals and capabilities and it’s changing
marketing opportunities.
Fill-in the Blanks:

*marketing plan *annual plan

*long-range plan *strategic plan

1. The ___________ is a short-term plan that describes the current situation, company
objectives, the strategy for the year, the action program, budgets and controls.
2. The ____________ involves adapting the firm to take advantages of opportunities
in its constantly changing environment. It is the process of developing and maintaining
a strategic fit between the organization’s goals and capabilities and it’s changing
marketing opportunities.
3. The ___________ describe the primary factors and forces affecting the organization
during the next several years. It includes the long-term objectives, This long-term plan
is reviewed and updated each year so [hat the company always has a current long-range
plan. The company’s annual and longer-range plans deal with current business and how
to keep them going.