Marketing Plan Development

21 Pages Posted: 30 May 2017

See all articles by Robert E. Spekman

Robert E. Spekman

University of Virginia - Darden School of Business

Abstract

This note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan.

Excerpt

UVA-M-0848

Aug. 11, 2013

MARKETING PLAN DEVELOPMENT

Introduction

The term marketing is often associated with advertising, sales promotion, or the random phone call from someone attempting to either conduct research or sell you something—usually around dinnertime. These activities are legitimate aspects of a marketing strategy, but they only represent one tactical stage in an overall process by which a marketing plan is developed and implemented. The purpose of this technical note is to describe in detail the components of a marketing plan and the process by which data are collected and the plan is developed.

This note and the templates that accompany it have been developed over years in support of my second-year business-to-business marketing elective and executive education programs. My objective has always been to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan.

. . .

Keywords: product, market, derived demand, situational analysis, objectives, strategy, competition

Suggested Citation

Spekman, Robert E., Marketing Plan Development. Darden Case No. UVA-M-0848, Available at SSRN: https://ssrn.com/abstract=2974714

Robert E. Spekman (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4860 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/spekman.htm

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