The plan should also include some control procedures; so that whoever is to carry out the plan will know if things are going wrong. This might be something as simple as comparing actual sales against expected sales; with a warning flag to be raised whenever total sales fall below a certain level.
A marketing plan is divided into strategy policies and operational decisions. It's easier to see the difference between policies and decisions if we illustrate these ideas using the Baby Shoe Company example.
Marketing Mix
Decision Area Strategy Policies Likely Operational Decisions Product Carry as limited a line of colors, styles, and sizes as will satisfy the target market Add, change, or drop colors, styles, and/or sizes as customer tastes dictate
Place Distribute through selected;baby products; retailers who will carry the full line and provide good in-store sales support and promotion. In market areas where sales potential is not achieved, add new retail outlets and/or drop retailers whose performance is poor
Promotion
Promote the benefits and value of the special design and how it meets customer needs. When a retailer hires a new salesperson, send current training package with details on product line; increase use of local newspaper print ads during peak demands periods
Price
Maintain a premium price, but encourage retailers to make large-volume orders by offering discounts on quantity purchases. Offer short-term introductory [rice deals to retailers when a new style is first introduced
A marketing program blends all the firms marketing plans into one big plan. This plan, then, is the responsibility of the whole company. Typically, the whole marketing program is an integrated part of the whole company strategic plan.
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