Marketing for Golf Management Chapter 11: The

Transcript:Marketing for Golf Management Chapter 11: The:
Marketing for Golf Management Chapter 11: The Marketing Plan 11.0 Learning Objectives In this chapter, we will: Explain the functions of a marketing plan. Develop a marketing plan. Identify types of forecasting methods and their advantages and disadvantages. Apply marketing planning processes to ongoing business settings. Identify the role of measuring success and gaining feedback on marketing efforts. 11.1 The Marketing Plan The average tenure of a chief marketing officer (CMO) can be measured in months If sales go up, the CMO can be lured away by a larger company or promoted If sales go down, CMOs can find themselves fired Oftentimes nonmarketing executives have unrealistic expectations of their marketing departments and what they can accomplish Much as firms must set their customers’ expectations, CMOs must set their organization’s marketing expectations. Marketing plans help them do that A well-designed marketing plan should communicate realistic expectations to a firm’s CEO and other stakeholders Another function of the marketing plan is to communicate to everyone in the organization who has what marketing-related responsibilities and how they should execute those responsibilities 11.2 Marketing Planning Roles The CMO of a business unit is likely to be responsible for the creation of its marketing plan However, the CMO is generally assisted by marketing professionals and other staff members, who often work on marketing planning teams as needed Some of the team members specialize in certain areas Some marketing-analyst positions are entry-level positions Marketing analysts, who are constantly updating marketing information, are likely to be permanent members of the CMO’s staff In some consumer-goods companies with many brands, managers serve on their firm’s marketing planning teams on an as-needed basis 11.3 Functions of the Marketing Plan What a Marketing plan needs to do: Identify customers’ needs. Evaluate whether the organization can meet those needs in some way that allows for profitable exchanges with customers to occur. Develop a mission statement, strategy, and organization centred on those needs. Create offerings that are the result of meticulous market research. Form operations and supply chains that advance the successful delivery of those offerings. Pursue advertising, promotional, and public relations campaigns that lead to continued successful exchanges between the company and its customers. Engage in meaningful communications with customers on a regular basis. 11.3 The Marketing Plan’s Outline 11.4 Forecasting The sales forecast is the estimate of how much the company will actually sell Accuracy is important when it comes