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1.1 LEARNING OBJECTIVES
LO 2-1 Examine the concept of value and the elements and role of the value chain.
LO 2-2 Understand the conditions required for successful marketing planning, that marketing
planning is focused on the value proposition, and that marketing planning is a dynamic
process.
LO 2-3 Identify various types of organizational strategies.
LO 2-4 Conduct a situation analysis.
LO 2-5 Use the framework provided for marketing planning, along with the content in future
chapters, to build a marketing plan.
1.2 Chapter Outline
I. VALUE IS AT THE CORE OF MARKETING
The Value Chain
Planning for the Value Offering
II. MARKETING PLANNING IS BOTH STRATEGIC AND
TACTICAL
III. ELEMENTS OF MARKETING PLANNING
Connecting the Marketing Plan to the Firm’s Business Plan
Portfolio Analysis
Functional Level Plans
A Organizational Mission, Vision, Goals, and
Objectives
A Organizational Strategies
B Situation Analysis
Macro-Level External Environmental Factors
Competitive Environmental Factors
Internal Environmental Factors
Summarize the Situation Analysis into a
SWOT
Additional Aspects of Marketing Planning
Perform Any Needed Market Research
Establish Marketing Goals and Objectives
Develop Marketing Strategies
Create an Implementation Plan Including
Forecast, Budget, and Appropriate Marketing
Metrics
Develop Contingency Plans
Tips for Successful Marketing Planning
IV. VISIT THE APPENDIX FOR AN EXAMPLE
MARKETING PLAN
V. SUMMARY
