MKTG 6 Lecture Notes - Lecture 3: Plans, Sales Promotion
Document Summary
Describes the overall business plan for the corporation. it might be an annual,intermediate ,or long-range plan. The corporate plan deals with company missions,growth strategies,portfolio decisions,investment decisions,and current objectives and goals. It does not contain details on the activities of individual business units. Similar to the corporate plan and describes the division"s plan for growth and profitability. It describes marketing,financial,manufacturing, and personnel strategies and may use a short,intermediate or long-run planning horizon. In some cases,the divisional plan is the sum of all the separate plans prepared within the division. Describes objectives,strategies,and tactics for a specific product line. each product-line manager prepares this plan. Describes objectives,strategies,and tactics for a particular product or product category. each product manager prepares this plan. Describes objectives,strategies,and tactics for a specific brand within the product category. each brand manager prepares a brand plan. This is a plan for developing and serving a particular industrial or geographical market. each market manager would prepare this plan.
