Q.
Describe in a standard framework what is a Marketing Plan.
A.
A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling.
On Marketing Process and arguments of 4 or 5 steps, see earlier posts.
The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.
Ref:
Wikipedia search 'marketing plan', available at
http://en.wikipedia.org/wiki/Marketing_plan
About Marketing Plan
A document outlining the whole marketing activities which is to be carried out in getting the objective of the marketing plan.
Normally, a marketing plan consists of:
1.1 Executive Summary
1.2 Current Market Situation
1.3 Threats and Opportunities (SWOT analysis)
2.1 Objectives and Issues
2.2 Marketing Strategies
3.1 Marketing Mixes (4 Ps)
3.2 Active Plans
3.3 Budgets and Costings
4.1 Implementation Timeline
4.2 Control of Budgets/Costs
4.3 Appraisal method and intervals
(Modified from Figure 4.6 Component of a Marketing Plan (Kotler, 1986, Pg 73)
Ref:
Own account.
Various searches on 'Marketing Process 4 steps or 5 steps)
Abd Hamid Mar Iman. 2002. An Introduction to Property Marketing. Penerbit UTM. Pg 96-100.