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Principles of Marketing - Philip Kotler

Summary

Not all firms are formally adopted by the planning system, and those that are not always do it well. But a formal plan promises a number of benefits. Here and systemic comprehension of the situation, better coordination of efforts of the company, more precise formulation of objectives and improved methods for measuring progress, etc. All this should lead to increased sales and profits.

Bridgehead for any other planning strategic planning is within the firm. The strategic planning process consists of the production program of the company, formulating its goals and objectives, analysis of the economic portfolio of long-term planning and organization development.

Preparation of well-developed software application company - it is very responsible. The policy statement of the company to be market-oriented, realistic inherently motivating and specific in the sense that the company aims to use the most promising of the existing capacity.

In view of the strategic planning requires an assessment of each of the members of the company's productions, to draw a conclusion on the appropriateness of their expansion, retention, termination or reaping the fruits of their work.

To ensure the growth of the firm strategic planning requires the identification of market opportunities in the areas where the firm will have a distinct competitive advantage. Such opportunities can be identified in the ways of rapid growth in the scale of the current commodity-market activities (deeper penetration of the market, expanding its market boundaries or improvement of goods), in the ways of integration of growth within the industry (regressive, progressive or horizontal integration), and on the ways of diversification growth (concentric, horizontal and conglomerate diversification).

Following the development of the overall strategic plans for each production will have to develop their own marketing plans for products, brands and markets. The main sections of the marketing plan are: a summary of the benchmarks, the presentation of the current marketing situation, the list of dangers and possibilities, the list of challenges, the presentation of marketing strategies, action programs, budgets and procedures for monitoring. Under the plan of the marketing budget to optimize profits can be provided either by the establishment of indicators target profit, either by function Sales reaction.

Organizations use three types of marketing control of their market activities: monitor the implementation of annual plans, control of profitability and strategic control.

Monitoring the implementation of annual plans is to keep for the current marketing efforts and the results achieved, to ensure achieving the planned performance for the year sales and profits. The main means of control is to analyze market opportunities, market share analysis, analysis of the relationship between the costs of marketing and distribution and monitoring of the customer relationship.

Control profitability requires the identification of all costs and establish the actual profitability of operations by goods company, sales territories, market segments, sales channels and different volume orders.

Strategic control - it is an activity with a view to ensure that the marketing objectives, strategies and company programs optimally meet the requirements of existing and projected marketing environment. Exercise such control through the marketing audit, which is a comprehensive, systematic, fair and regular study of the marketing environment, objectives, strategies and operational activities of the company. The purpose of marketing is to identify the revision opening marketing opportunities and problems and making recommendations regarding the plan of prospective and current actions for the integrated improvement of the marketing activities of the company.