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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 2
10 Steps in the Strategic Marketing Planning Process
Chapter Summary
Marketing planning is a systematic process, and a 10-step model is
recommended for developing social marketing plans. You begin with clarifying
the purpose and focus for your plan; you move on to analyzing the current
situation and environment, identifying target audiences, establishing
marketing objectives and goals, understanding your target audience’s
position, determining a desired positioning for the offer, designing a strategic
marketing mix (4Ps), and then developing evaluation, budget, and
implementation plans.
Although planning is sequential, the process is more accurately
described as spiral rather than linear—a draft the first time around—as you
may need to go back and adjust a prior step before completing the plan.
Given the customer-centric nature of all great marketing programs, planning
effort will revolve around the target audience, and research—both external
and internal—will be essential to your success.
