A marketing plan is a tool used for leading and organizing the marketing effort

A marketing plan is a tool used for leading and organizing the marketing effort

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
A marketing plan is a tool used for leading and organizing the marketing effort ( Kotler & Keller). It is sometimes referred to as a road map to marketing and has two levels which a marketing plan operates from. The first level is called a strategic marketing plan. A strategic plan gives direction of the company and looks at the company as a whole which includes operations, human resources, financing, as well as marketing (tutor2u.net). Next is the tactical marketing plan. During this level, the marketing team is simply implementing and testing the strategic plan (Bell). Before establishing a marketing plan, the company needs to create a Mission Statement. The Mission Statement should describe the business and its purpose (bplans.com). It should be meaningful and measurable. It should demonstrate moral and ethical positions of the company as well as target market, products and service, and potential growth and profitability (www.businessplans.org). Having a good mission statement inspires workers. It should be a guide that employees can follow which gives them a purpose for working for their company. When looking at the mission statement for Baptist Hospital, it states “We help people achieve health for life through compassionate service inspired by faith”. This statement shows value for the company as well as for its employees. From this statement, the business can now
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

A marketing plan is a tool used for leading and organizing the marketing effort

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online