Marketing Planning and Control

MARKETING PLANNING
AND CONTROL
 Although marketing is expected to cover a
specific function, it must be done in such a way
that it will help the firm achieve its objective
and goals. This is possible if marketing is
viewed as a process consisting of planning,
organizing, staffing, leading, and controlling.
These functions are interdependent and must
be performed collectively.
THE IMPORTANCE OF MARKETING
PLANNING
 Planning is useful in the performance of the
various activities of the manager, especially
marketing managers. It helps them make better
decisions. As the manager must plan, direct,
and control, he must do them in succession and
not simultaneously. The entire process, though,
is done in a cycle and is repeated whenever
necessary.
Planning also provide opportunities for
continuous action. If, for instant an important
executive leaves the company for one reason or
another, his success will be able to take over with
less difficulties if there is a plan to refer to.
Planning also gives direction to the unit or

department engaged in serious undertakings like
marketing.
WHAT IS PLANNING
 Planning in general, refers to the selection and
sequential ordering of tasks that are required to
achieve an organizational goal. The planning
on a department-wide basis. As such, planning
on a department-wide basis may be defined as
follows.
THE PLANNING PROCESS
 The typical planning cycle has five phases
 1. establishment of objectives or goals
 2. development of premises
 3. decision making
 4. implementation of the chosen course, of
action
 5. evaluation of results
MARKETING PLANNING
 Marketing planning, as distinguished from the
overall company planning as well as planning
in other functional areas, deals with the
development of alternative programs within
the scope of the firm’s product /market mix. It
seeks to provide the following types of
information.
THE MARKETING PLAN
 The marketing plan is a written statement
identifying the target market, specific
marketing goals of the firm, the budget, and
timing for the marketing program.
 The marketing plan may prepared at the

product level or at the firm level. Because of the
very strong reference to company strategy, the
firm level marketing plan is also referred to as
the strategic market”.
THE CONTENTS OF THE
MARKETING PLAN
 1. market review (or situation analysis)
 2. problems and opportunities
 3. marketing objectives; and
 4. marketing strategy
WHAT IS MARKETING CONTROL
 A marketing plan is expected to be
implemented and there is a need to monitor
progress from time to time. Effective
monitoring, which is a part of the control
system can identify deficiencies and deviations
and this will pave the way for corrective action.
THE MARKETING CONTROL
PROCESS
 1. setting standards
 2. measuring performance and reporting
deviations
 3. doing causal analysis to determine why
deviations have occurred; and
 4.taking corrective action
 Causal Analysis. There are times when deviations
from the planned results occur. This requires analysis
of causes. The analytical tools used are: the marketing
audit, market share analysis, and cost analysis.
 Corrective Action. Deviations from standards have

the potential of causing increasing damage to the firm
as long as they are not corrected. It is, therefore,
imperative that immediate corrective action be
implemented as soon as the source of problem is
known.
APPROCHES TO MARKETING
CONTROL
 1. sales analysis
 2. market-share analysis
 3. sales – to – expense ratios
 4. attitude tracking
 5. profitability analysis by product, territory,
market segment, trade channel, order size; and
 6. marketing audit
 The marketing audit must include an
investigation of six separate components which
are.
 1. marketing environment
 2. marketing strategy
 3. marketing organization
 4. marketing system
 5. marketing productivity; and
 6. marketing function

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MARKETING PLANNING

Planning also gives direction to the unit or

 The marketing plan may prepared at the

 Corrective Action. Deviations from standards have

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