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hsa505-w10-p3.pptxHealth Services Strategic Marketing HSA505
Philip Kotler’s Marketing Plan
Welcome to Health Services Strategic Marketing.
In this lesson we will discuss Philip Kotler’s Marketing Plan.
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Topics
Developing Marketing Plans
Philip Kotler’s Marketing Plan
The following topics will be covered in this lesson:
Developing Marketing Plans; and
Philip Kotler’s Marketing Plan
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Developing Marketing Plans
Develop Comprehensive Marketing Plan
Road Map
Significant Effort and Attention
Given the scope and diversity of marketing activities, it is essential for marketers to formalize their pursuits on at least an annual basis through the development of comprehensive marketing plans. By putting marketing plans in writing, marketers are forced to think through upcoming periods, perform routine marketing analyses, and set marketing goals and objectives that are properly aligned with institutional goals and objectives.
When completed, marketing plans act as road maps, allowing marketers to assess their progress over time, making adjustments as necessary. Without formal marketing plans, marketers will likely find themselves management marketing activities in a reactive fashion, lacking insight, direction, and control—a formula for disaster.
Developing marketing plans requires significant effort and attention. Among other things, these plans required accurate product, market, and competitor information and assessment, as well as insightful and creative market.
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Philip Kotler’s Marketing Plan
Eight Sections Marketing Plan
Contain Necessary Plan Components
Although there are no mandatory guidelines for the format of marketing plans, there is a useful outline for such plans developed by Philip Kotler. Kotler’s Marketing Plan consists of eight sections:
One. Executive Summary & Table of Contents;
Two. Current Marketing Situation;
Three. Opportunity and Issue Analysis;
Four. Objectives;
Five. Marketing Strategy;
Six. Action Strategy;
Seven. Financial Projections; and
Eight. Implementation Controls.
Given the importance of marketing plans, marketers must take great care in preparation of these documents. Kotler’s Marketing Plan provides marketers with a useful framework for presenting these documents in an orderly fashion. By using Kotler’s framework, marketers are assured that their marketing plans contain necessary plan components and that these elements are presented appropriately. When content is added to this framework, marketers gain an invaluable marketing resource.
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Check Your Understanding
Summary
Developing Marketing Plans
Philip Kotler’s Marketing Plan
We have reached the end of this lesson. Let’s take a look at what we’ve covered.
During this lesson we gave reasons as to why developing marketing plans is important.
It is essential for marketers to formalize their pursuits on at least an annual basis through the development of comprehensive marketing plans. By putting marketing plans in writing, marketers are forced to think through upcoming periods, perform routine marketing analyses, and set marketing goals and objectives that are properly aligned with institutional goals and objectives.
Finally, we reviewed Philip Kotler’s Marketing Plan, which is a useful framework for presenting these documents in an orderly fashion.
This completes this lesson.
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