2958381 Managing Marketing Activities

2958381 Managing Marketing Activities - Managing Marketing...

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Managing Marketing Activities 1 Running head: MANAGING MARKETING ACTIVITIES Managing Marketing Activities [Author’s Name] [Institution’s Name]
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Managing Marketing Activities 2 Managing Marketing Activities Developing a marketing plan requires that a company commit to a set of objectives, a course of action, an operational strategy, and a set of control and review procedures dedicated to making the management of its marketing process a success. Generally, the plan must be coordinated with the other activities involved in market planning which consists of analyzing marketing opportunities; researching and selecting target markets; designing marketing strategies; planning marketing programs; and organizing, implementing, and controlling the marketing effort. Putting a marketing plan in place may not be easy due to the many organizational and operational hurdles that exist in a firm. There are two factors that make it difficult to establish a separate marketing plan in a firm: (1) the perception that it is too dependent on the other elements in the marketing mix and (2) the difficulty in establishing a marketing organization in a firm. Marketing has become an important aspect of practice for many optometrists. However, too often, optometrists seem to undertake marketing campaigns in an almost spontaneous manner without sufficient planning, Gary Gerber, O.D., recently noted in his monthly Practice Strategies column, “The Practice Management Consultant.” To be effective, marketing efforts should be scheduled months ahead of time to allow for careful
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Managing Marketing Activities 3 planning and adequate preparation, Dr. Gerber noted. With the new year approaching, now is a good time for optometrists to map out a comprehensive and detailed marketing plan for 2007. (Bob Pieper 2006) Building value-added into a marketing program requires that a company develop a comprehensive marketing plan that integrates all of the components of the marketing process into a single document that details how the value added strategy of the company will be implemented. It includes the key areas of price timing, price execution, price control, price setting, and price implementation. The prices a company charges for its industrial products must reflect the value-added content of the products and services it is marketing. Incorporating a value-added strategy into a firms marketing program necessitates that a comprehensive marketing plan be developed detailing how it can be done. Ideally, a practitioner should sketch out a year-round, month-by-month marketing plan with a description of each individual marketing project to be undertaken during the year. For each project, the plan should specify a budget, the date the marketing effort will occur, a list of ophthalmic inventory and promotional items that must be ordered, a timetable, individual responsibilities for practitioners and staff members, and the method for tracking the effectiveness of the promotional effort.
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This note was uploaded on 11/29/2010 for the course MIS 1793 taught by Professor Stevealex during the Spring '10 term at Windsor.

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2958381 Managing Marketing Activities - Managing Marketing...

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