Excerpts

1. Introduction What is selling?; What is marketing?; What is marketing planning?; Stages in the preparation of a marketing plan; Summary 2. Situation analysis - the marketing audit The audit of the marketing environment; The audit of marketing activity; The audit of the marketing system; The marketing environment - market research; Practical example; Internal market research; What is market segmentation?; Information checklist; How to present the figures; Situation analysis; SWOT analysis; Summary 3. Objectives, strategies and action plans What is a marketing objective?; The product portfolio; Relative market growth rate and share; Gap analysis; What is a marketing strategy?; Pricing strategies; Action plans; Summary 4. Distribution, promotion and budgets The distribution plan; The advertising and promotions plan; Costs and budgets; Budgeting the cost of a marketing plan; Summary 5. Writing the plan Introduction; Executive summary; Situation analysis; Marketing objectives; Marketing strategies; Schedules of what/where/how; Sales promotion; Budgets and the profit and loss account; Controls and update procedures; Summary 6. Presenting the plan, follow-up and revision Presenting the plan; Follow-up and revision; Conclusion Excerpted from How to Write a Marketing Plan by John Westwood All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.