Free Essay

The Marketing Plan Handbook

In: Business and Management

Submitted By MBreedlove01
Words 468
Pages 2
The Marketing Plan Handbook
Written by Alexander Chernev
In The Marketing Plan Handbook, Chernev explains the pieces of a marketing plan , breaking down the need, standard issues, and concerns with many of the plans that companies possess. He also gives a better understanding as the difference between a marketing plan and the strategic plan that many confuse are the same. Many issues fall into play when a company writes the document only by the standard requirements that are given, as an example the 50 page requirement.
The main points of the book are focused that the simpler the plan, the better. The outline proposes emphasis on the marketing plan to be written simple and basic and focused on value-management. The finances, operations, technology, and organization should be focused. The plan is broken down into eight simple parts: executive summary, situation analysis, goal, strategy, tactics, implementation, control, and exhibits. He creates and easy to follow guide in which all marketing plans should possess with the need to know information, excluding the fillers.
The book suggests there are three key principles in writing a marketing plan. The business strategy must outline and communicate these principles to a target audience. The plan must be first actionable. In this, it should include a development of action directed at obtaining a specific goal. This includes creating or modifying parts of the seven key marketing mix variables: product, service, brand, price, incentives, communication, and distribution. It must also be clear. The primary goal of the marketing plan is to inform the relevant stakeholders about the actions of the company and convince them. It must also be succinct.
Charnev points out that by having a plan written by the requirements alone, or feeling that more information is better; it can make the plan drawn out, readers inattentive, or in too much detail. When employees are given such a document many do not read the entire piece, don’t understand it, or feel there is too many standards to obtain and the entire plan becomes no longer effective and the intention is ruined. He goes into the suggestion of writing a brief, easily understandable, focused objective in which each reader can gain clear knowledge and understanding of the objectives within the marketing plan.
The book is focuses to help managers and startups in gaining focus objectives and simplifying the goals and communication to its target audience including employees, collaborators, and stakeholders. The Marketing Plan Handbook incorporates the three aspects of value management- managing customer value, managing collaborator value, and managing company value. This serves not only to business-to consumer scenarios but business-to business as well. Overall, the book outlines the process from a streamlined strategic plan to the marketing planning process in which informs your decisions and helps avoid costly mistakes and misunderstandings.

Similar Documents

Premium Essay

The Marketing Handbook Critique

...The Marketing Plan Handbook Written by Alexander Chernev In The Marketing Plan Handbook, Chernev gives a simplified approach to writing marketing plans. It outlines the basic principles of writing a marketing plan and it puts emphasis on marketing as a value-management process. It incorporates the relevant aspects of the business, such as the financial, operational, technological and organizational aspects. Chernev states that marketing plans do not have to be lengthy but should contain need-to-know information and not so much nice-to-know information which is not directly related to the decision at hand and is rarely actionable. He breaks down the marketing plan in eight parts: executive summary, situation analysis, goal, strategy, tactics, implementation, control and exhibits. The executive summary is an overview of the company stating its goals and proposed actions. The executive summary consists of five parts: an introduction, situation overview, goals, action overview and conclusion. It will present the product or service being marketed and the primary purpose of the plan. It will also identify any opportunities or threats in a company’s performance. It will outline the strategy, tactics, implementation and control of the plan and conclude with a short summary. The situation analysis is the evaluation of the company and the environment that it operates in. The situation analysis consists of the company overview, market overview and target selection. It will......

Words: 771 - Pages: 4

Premium Essay

Corporate Complisnce

...Corporate Compliance Plan Katrina Le`Vere University of Phoenix LAW 531 February 28, 2012 Riordan Manufacturing Legal Issues Riordan Manufacturing is a global plastic manufacturing company located in San Jose, California. The company employs more than 500 people producing plastic beverage containers, custom plastic parts, and plastic fans. Riordan’s major customers are the Department of Defense, beverage makers, manufacturers of automotive parts, aircraft, boilers, and appliances. Success has been a trademark of the company until a recent early termination of the vice president in the Sales and Marketing Department. The incident exposed legal issues the Riordan Board of Directors must immediately address to minimize the legal liabilities and ensure these situations never happen again. The legal issues began with the vice president of Sale and Marketing, Jill Baker, who received an employment termination effective immediately after working five years for the company. The company security guard escorted her off the premises. Jill gave documents to Jim Smith, a former Riordan employee who is currently an employee with a competitor. Jill had made sexual advances toward Jim and he decided to blackmail her unless she provided him with Riordan internal documents. Jill Baker is suing Riordan Manufacturing for wrongful termination. Prior to her termination she received an educational assistance payment of 50,000 dollars from the company that paid for her Master’s in......

Words: 1955 - Pages: 8

Premium Essay

Acac

...Marketing Management MGT 310-Module Handbook Marketing Management Module Handbook Course Code MGT310 BBA-5C Dr. Sher Akbar Faculty of Business Administration Department of Management Sciences Department of Management Sciences, CIIT Islamabad 1 of 8 Marketing Management MGT 310-Module Handbook Contents Introduction ................................................................................................................................ 3 Contacting the Module Instructor ............................................................................................... 3 Aims for this Course .................................................................................................................. 3 Prerequisites.............................................................................................................................. 3 Learning Outcomes ................................................................................................................... 3 Assessment Scheme ................................................................................................................. 4 Recommended Text & Reading Materials ................................................................................. 4 Course Requirements and Expectations ................................................................................... 4 Assessed Coursework ..............................................................................

Words: 1447 - Pages: 6

Premium Essay

Compensation Management

...Mission: We satisfy our customers by delivering results through quality chemical & cosmetics products and services. Our desire to grow drives our passion to win in the marketplace. With a unified, low-cost operating structure, we’ll remain competitive across every business and in every district of Bangladesh. Vision: Our Vision is to become a low cost leader in the market by competing with the existing dominant firms using low cost strategy and provide standard chemical & cosmetics to the root level customers. Organizational Structure: Job Description of General Manager: * Hires, trains, and motivates all Department managers.  * Directs and monitors all management or supervisory personnel functions and completes formal performance evaluations of all department managers.  * Meets with the comptroller/office manager monthly to review departmental forecasts for consistency with the annual forecast.  * Meets with managers individually to develop monthly and annual goals and objectives, and to review actual performance.  * Monitors the daily operating control (DOC), recommending improved courses of action where necessary. * Ensures that the monthly financial statement is complete, accurate, and submitted on time to the factory.  * Develops and maintains a good working relationship with lending institutions and manufacturer personnel.  * Communicates management policies and procedures to all employees and ensures that they are......

Words: 3116 - Pages: 13

Premium Essay

Strategic Management

...____________________________________________________________________ PROGRAMME HANDBOOK ____________________________________________________________________ ____________________________________________________________________ MASTER OF BUSINESS ADMINISTRATION GENERAL DEGREE ____________________________________________________________________ ____________________________________________________________________ JANUARY 2016 INTAKE ____________________________________________________________________ Copyright© 2016 THE MANAGEMENT COLLEGE OF SOUTHERN AFRICA All rights reserved, no part of this book may be reproduced in any form or by any means, including photocopying machines, without the written permission of the publisher MANCOSA: MBA (GENERAL) STAGE 1 1 TABLE OF CONTENTS 1. WELCOME 1.1 MESSAGE FROM THE PRINCIPAL 1.2 MESSAGE FROM THE OFFICE OF THE DEAN 3 4 INTRODUCTION TO MANCOSA 2.1 BRIEF HISTORY OF MANCOSA 2.2 PROGRAMME OFFERINGS 2.3 ACADEMIC MANAGEMENT 4 5 5 3. THE MANCOSA VISION 6 4. THE MANCOSA MISSION 6 5. MBA PROGRAMME STRUCTURE 5.1 OVERALL PROGRAMME OBJECTIVES 5.2 PROGRAMME FOCUS 5.3 MODULE DESCRIPTIONS 2. 6. PROGRAMME ADMINISTRATION 6.1 PROGRAMME MANAGEMENT 6.2 FINANCE 6.2.1 FEE PAYMENT 6.2.2 PAYMENT OF FEES AND OTHER DUES 6.2.3 PAYMENT PLANS 6.2.4 ADDITIONAL FEES/CHARGES 6.2.5 REGISTRATION SPECIFIC/INCOMPLETE MODULES 6.2.6 CANCELLATION OF REGISTRATION/FEE LIABILITY 6.2.7 MISCELLANEOUS COSTS 6.2.8 PAYMENTS 6.2.9 ACCOUNT DETAILS 6.2.10 FOREIGN......

Words: 20049 - Pages: 81

Premium Essay

Business Administration

...and Michael K. Hussey (Eds.), Quantitative Methods in Marketing, Second Edition. London: International Thompson Business Press, 1999, pp. 92-119. Forecasting for Marketing J. Scott Armstrong The Wharton School, University of Pennsylvania Roderick J. Brodie Department of Marketing, University of Auckland Research on forecasting is extensive and includes many studies that have tested alternative methods in order to determine which ones are most effective. We review this evidence in order to provide guidelines for forecasting for marketing. The coverage includes intentions, Delphi, role playing, conjoint analysis, judgmental bootstrapping, analogies, extrapolation, rule-based forecasting, expert systems, and econometric methods. We discuss research about which methods are most appropriate to forecast market size, actions of decision makers, market share, sales, and financial outcomes. In general, there is a need for statistical methods that incorporate the manager's domain knowledge. This includes rule-based forecasting, expert systems, and econometric methods. We describe how to choose a forecasting method and provide guidelines for the effective use of forecasts including such procedures as scenarios. INTRODUCTION Forecasting has long been important to marketing practitioners. For example, Dalrymple (1987), in his survey of 134 U.S. companies, found that 99 percent prepared formal forecasts when they used formal marketing plans. In Dalrymple (1975), 93 percent of the......

Words: 10312 - Pages: 42

Free Essay

Compensation Benefit Plan

...Compensation and Benefits Plan Our team has been asked to develop some compensation and benefit recommendations for our client based on their planned expansion to Arizona. The expansion in Arizona will increase the number of employees to 130. Annual revenue is expected to increase the first year to $10,300,000. Currently, there are 41 commercial construction projects in Arizona, and it is recommended the company pursue commercial retail. (Commercial Construction Projects in Arizona, 2013) . The team’s recommendation is based on; market evaluations of similar companies, Arizona pay and benefits laws, and a company structure to create a compensation and benefits strategy. Sundt Construction, a medium sized construction company headquartered in Tempe Arizona, was founded in 1890 by Mauritz Martinsen Sundt. Sundt offers their employees a somewhat generous compensation package which includes not only the basics of retirement and health care, but also added perks such as continuing education (The Sundt Exprience, 2013). Sundt offers a generous health care plan which includes vision care and prescription benefits. Sundt offers several different medical plans to include one plan that has no monthly premium charge (because of employee ownership) for employees and their dependents which is a Preferred Provider Organization (PPO) network. Sundt maintains a wellness where employees receive a $350 credit for health expenses related to improving or maintaining health. ......

Words: 1997 - Pages: 8

Premium Essay

Career Goals

...1. Identify the career goals for which you are preparing. 2. Describe the most likely ways in which technological developments will affect those career goals, in both the short- and long-term future. 3. Develop an educational plan to help you reach those goals. In completing this assignment, consult and use information from the Occupational Outlook Handbook (http://www.bls.gov/ooh/). This information is provided by the U.S. Department of Labor. Feel free to draw as well on any or all of the materials you have read during this course. The pressure for success is never greater than when you have had a family of your own. In this case, endowed with two children and a husband, being proactive to achieve success is important to me. I have a year and four months remaining of my enlistment with the United States Air Force. I have to make certain that I am prepared to transition to a civilian life smoothly. The goals I am currently preparing for include finishing my bachelor’s degree in natural science and master’s degree in business administration. I hope to work for the National Weather Service or at an airport as a weather observer or forecaster after the completion of my bachelor’s degree. With this degree accompanied with my nine years of weather forecasting in the military, my skills and experience should warrant marketability. Now, technological development in the improvements of radar, models, and satellite availability increases the accuracy of the weather......

Words: 927 - Pages: 4

Premium Essay

Innformation and Knowledge Management

...____________________________________________________________________ PROGRAMME HANDBOOK ____________________________________________________________________ ____________________________________________________________________ POSTGRADUATE DIPLOMA IN BUSINESS MANAGEMENT ____________________________________________________________________ ____________________________________________________________________ JANUARY 2016 INTAKE ____________________________________________________________________ Copyright© 2016 THE MANAGEMENT COLLEGE OF SOUTHERN AFRICA All rights reserved, no part of this book may be reproduced in any form or by any means, including photocopying machines, without the written permission of the publisher 1 MANCOSA: POSTGRADUATE DIPLOMA IN BUSINESS MANAGEMENT TABLE OF CONTENTS 1. WELCOME 1.1 MESSAGE FROM THE PRINCIPAL 1.2 MESSAGE FROM THE OFFICE OF THE DEAN 3 4 INTRODUCTION TO MANCOSA 2.1 BRIEF HISTORY OF MANCOSA 2.2 PROGRAMME OFFERINGS 2.3 ACADEMIC MANAGEMENT 4 5 5 3. THE MANCOSA VISION 6 4. THE MANCOSA MISSION 6 5. POSTGRADUATE DIPLOMA IN BUSINESS MANAGEMENT PROGRAMME STRUCTURE 5.1 OVERALL PROGRAMME OBJECTIVES 5.2 PROGRAMME FOCUS 5.3 MODULE DESCRIPTIONS 2. 6. PROGRAMME ADMINISTRATION 6.1 PROGRAMME MANAGEMENT 6.2 FINANCE 6.2.1 FEE PAYMENT 6.2.2 PAYMENT OF FEES AND OTHER DUES 6.2.3 PAYMENT PLANS 6.2.4 ADDITIONAL FEES/CHARGES 6.2.5 REGISTRATION SPECIFIC/INCOMPLETE......

Words: 24199 - Pages: 97

Premium Essay

Www.Tempaperwarehouse.Com/Essay-on/Five-Forces-Analysis-of-the-Video/111414-Five Forces Analysis of the Video Game Industry

...[pic] MKT 4100 Strategic Marketing Management Module Handbook Academic Year 2012/2013 Dubai Coordinator: Dr. Doug Young School of Business |Student Name: | | | OR |Student Number: | | | |Seminar Class Details: | |Name of Seminar Tutor: | |Day: | |Time: | |Room: | Lectures: Tuesday from 6:30 - 9:30 PM in KV Block 17, Room......

Words: 5537 - Pages: 23

Premium Essay

Eros

...GUIDELINES   Objectives of the Project The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation of Agency Teams You should......

Words: 4390 - Pages: 18

Premium Essay

Mba Hrm

...____________________________________________________________________ PROGRAMME HANDBOOK ____________________________________________________________________ ____________________________________________________________________ MASTER OF BUSINESS ADMINISTRATION GENERAL DEGREE (YEAR 1) ____________________________________________________________________ ____________________________________________________________________ JULY 2015 INTAKE ____________________________________________________________________ Copyright© 2015 THE MANAGEMENT COLLEGE OF SOUTHERN AFRICA All rights reserved, no part of this book may be reproduced in any form or by any means, including photocopying machines, without the written permission of the publisher MANCOSA: MBA (GENERAL) YEAR 1 1 TABLE OF CONTENTS 1. WELCOME 1.1 MESSAGE FROM THE PRINCIPAL 1.2 MESSAGE FROM THE OFFICE OF THE DEAN 3 4 INTRODUCTION TO MANCOSA 2.1 BRIEF HISTORY OF MANCOSA 2.2 PROGRAMME OFFERINGS 2.3 DIRECTORS 4 5 5 3. THE MANCOSA MISSION 6 4. THE MANCOSA VISION 6 5. MBA PROGRAMME STRUCTURE 5.1 OVERALL PROGRAMME OBJECTIVES 5.2 PROGRAMME FOCUS 5.3 MODULE DESCRIPTION AND RATIONALE 2. 6. PROGRAMME ADMINISTRATION 6.1 PROGRAMME MANAGEMENT 6.2 FINANCE 6.2.1 FEE PAYMENT 6.2.2 PAYMENT OF FEES AND OTHER DUES 6.2.3 PAYMENT PLANS 6.2.4 ADDITIONAL FEES/CHARGES 6.2.5 REGISTRATION SPECIFIC/INCOMPLETE MODULES 6.2.6 CANCELLATION OF REGISTRATION/FEE......

Words: 23989 - Pages: 96

Premium Essay

Case Study of Tata Nano

...TMKT402 International Marketing Management Unit Outline – 2014 (Semester 1) Unit Coordinator: Dr. Nigel Hardiman Introduction Welcome to TOP Education and TMKT402 International Marketing Management. This document provides you with information relevant to successful completion of this unit; including the schedule of lecture topics, prescribed texts, assessment policies, assessment tasks, examinations, academic and administrative contacts and online learning support facilities. Student Handbook and Administration Office The TOP Student Handbook provides valuable general information for students and a printed copy will be provided to you. In addition, TOP staff are available to assist you personally during office hours. Office Contact Details: TOP Education Institute Suite 1, Biomedical Building, 1 Central Ave Australian Technology Park Eveleigh NSW 2015 Tel: 02 9209 4888 Unit Overview This unit deals with key international marketing concepts, analytical methods and decision tools necessary for understanding the dynamic nature of international marketing situations facing different organisations, and to make international marketing decisions to deal with such international marketing situations. Its objective is to enable students to acquire relevant knowledge and techniques to deal with the various international marketing challenges, and to develop meaningful solutions to overcome such challenges. The unit......

Words: 2563 - Pages: 11

Premium Essay

Management Occupations

...Management Occupations: Advertising, Marketing, Promotions, Public Relations, and Sales Managers. (2010). Occupational Outlook Handbook, 32-35. Public relations managers. Public relations managers plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client. For example, they might write press releases or sponsor corporate events to help maintain and improve the image and identity of the company or client. They also help to clarify the organization’s point of view to their main constituency. They observe social, economic, and political trends that might ultimately affect the firm, and they make recommendations to enhance the firm’s image on the basis of those trends. Public relations managers often specialize in a specific area, such as crisis management, or in a specific industry, such as healthcare. In large organizations, public relations managers may supervise a staff of public relations specialists. (See the Handbook statement on public relations specialists.) They also work with advertising and marketing staffs to make sure that the advertising campaigns are compatible with the image the company or client is trying to portray. In addition, public relations managers may handle internal company communications, such as company newsletters, and may help financial managers produce company reports. They may assist company executives in drafting speeches, arranging interviews, and......

Words: 293 - Pages: 2

Premium Essay

Final

...Associate Level Material Critical Thinking Final Presentation Select and complete one of the following options: Option 1: Education Option 2: Marketing Option 3: City Council This benchmark assessment is a means for you to apply all you have learned in this course. It is recommended that you work on this a little each week to ensure adequate time is spent on building this presentation. To provide context, a variety of scenarios are provided for you to choose from. Regardless of the scenario, the presentation should include the same criteria. Option 1: Education Imagine you are an elementary school teacher wanting to add critical thinking to the curriculum at your school. You are preparing a presentation to deliver to the school board for your district. You want to convince them to change the way they teach thinking and to specifically address the explicit teaching of critical thinking in the elementary school setting. Research this topic online and in the University Library. Locate at least three articles on this topic, in addition to the Elder article. Create a 10- to 12-slide Microsoft® PowerPoint® presentation that includes the following: • Is this topic a problem or an issue? How would you express it? • What methods could you use to produce ideas to resolve this problem or issue? • What habits and perceptual blocks that hinder your thinking did you have to overcome with this topic? • How did you detect bias in your......

Words: 882 - Pages: 4