Marketing Planning

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|TERM PAPER – MARKETING PLANNING | |MKTG 6120 MARKETING MANAGEMENT | |INSTRUCTOR : ASSOCIATE PROFESSOR DR. WAN JAMALIAH WAN JUSOH | | | | | | | |SITI SALSAH BINTI DOLLAH G0835462 | |09/28/2010 | | |

|TABLE OF CONTENTS | |PAGE | | | | | | | | | |Why is it so important for marketing managers, when engaged in marketing | | | |planning to successfully deal with both Marketing (big letter M) and | | | |marketing (small letter m) elements? | |3 | |What would be the likely negative outcome if a marketing plan paid a lot | | | |of attention to strategies and little attention to tactics? | | | | | |7 | |What would be the likely negative outcome of the reverse? | | | | | |9 | |Appendix | |14 | |References | |15 | | | | |

MARKETING PLANNING

Why is it so important for marketing managers, when engaged in marketing planning to successfully deal with both Marketing (big letter M) and marketing (small letter m) elements?

It is so important for marketing managers, when engaged in marketing planning to successfully deal with both Marketing and marketing elements because ‘Marketing’ (big letter M) is a core business of a firm whereby all business-level strategy must be market-driven in order to be successful and the marketing manager must carry out the framework which contain the marketing (small letter m) elements in order to implement the marketing planning.

Marshall/ Johnston in Marketing Management 2001 defined Marketing (big letter M) as a core driver of business strategy that is, understanding of markets, competitors, and other external forces coupled with attention to internal capabilities allows a firm to successfully develop strategies for the future. He further defined that at the functional or operational level, marketing (small letter m) represents the specific programs and tactics aimed at customers and other stakeholder groups and includes everything...
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