Professional Documents
Culture Documents
Marketing Module 1
Marketing Module 1
Product Place
• Quality • Style • Numbers and types of
• Features • Options middlemen
• Brand name • Packaging • Locations/availability
• Guarantees/warranties • Inventory levels
• Services/spare parts • Transportation
Price Promotion
• Discounts • Advertising
• Allowances • Personal selling
• Credit terms • Sales promotion
• Payment period • Point-of-purchase
• Rental/lease materials
• List price • Publicity
Marketing Plan
• A marketing plan is a written document
detailing the current situation with respect to
customers, competitors, and the external
environment and providing guidelines for
objectives, marketing actions, and resource
allocations over the planning period for either
an existing or a proposed product or service.
Contents of a Marketing Plan
Exhibit 1.6 Contents of a Marketing Plan.doc
Recent Developments
• Globalization
• Increased importance of service
• Information technology
• Relationships across functions and firms