MKTG 2030 Chapter 4: Chapter 4
Document Summary
Goods and services are becoming increasingly commoditized and it"s becoming harder and harder to differentiate products. Also customers are becoming more price sensitive and customer loyalty is eroding. In the light of this businesses have no choice but to develop and implement superior go-to marketing strategies. Without a marketing plan the business won"t be focused and will have a tendency to drift from one oppurutnity to another . Also the marketing plan needs to be translated into the functional plans from chapter 1 in order to be implemented. The steps in developing a strong marketing plan. Purpose is to enable reader to know the core of the marketing plan. A good executive summary should be written last and shouldn"t exceed one or two pages and should contain the following: Key issues to be addressed by the marketing plan. Key strategies in place to address key issues. Shows whats going to be in the documents and on what pages.
