Business history has an abundance of instances of business failures on account of lack of proper marketing planning. It is extremely important in the case of Internet marketing to plan marketing strategies properly. Marketing planning provides the framework for all business decisions of an enterprise – decisions on markets, decisions on products and decisions on manufacturing facilities, investments and organizational structure.
Marketing planning is the interface between the enterprise and its market/customers. Internet marketing places the consumer at both the beginning and the end of the business process and that any firm practicing marketing in the proper sense has to identify correctly the needs of the consumer, translate the needs into suitable products and services, deliver those products and services to the total satisfaction of the consumer and through this process generate profits for the firm.
Marketing planning is the instrument through which all these tasks get accomplished. The quality of marketing planning is revealed in the success of all marketing activities. Obviously, considerable thought, expertise and effort have to go into the process of marketing planning.
The marketing planner first scans the environment followed by an internal scanning of his unit, its strength and weaknesses and assesses to what extent his marketing organization is equipped to pursue the various opportunities emerging in the environment. Then he formulates the marketing objectives and marketing strategies. And finally, he formulates the detailed functional plans in each aspect of the total marketing task.
As the first step in the marketing planning process, the firm scans its marketing environment. The main purpose of this exercise is to find out the favorable and unfavorable factors prevailing in the environment and the specific business opportunities available to the business unit and their relative attractiveness. In the case of marketing planning, environmental scanning focuses on the environment of the business unit in question and its scope is limited to the business in question.
Related Articles of Interest :
-
Business To Business Internet Marketing
10 August 2010 8:30 PM |
No Comments
Marketing depends heavily on an effective communication flow between the company and the consumer. And there is nothing better than Internet in this age of technology. Manufacturing a product and making it available on the market is only a part of the company job. It...
-
Marketing Ideas For Small Businesses
10 August 2010 8:30 PM |
No Comments
The resources of any given firm are usually limited. As such, no firm can normally afford to attack the entire market without any delimitation whatsoever. It would be better if the efforts are concentrated on the most productive and profitable segments of the market. By...
-
Marketing Performance Management
10 August 2010 8:30 PM |
No Comments
Marketing consists of spotting the needs of customers and meeting them in the best possible manner. Marketing research plays a key role in this process. Starting with marketing measurement, marketing research helps the firm in every component of the total marketing task. It helps the...
-
Home Internet Businesses
10 August 2010 8:30 PM |
No Comments
Lives have certainly been easier with the Internet around. You can access information easily. You do not need to go to the library to do research or studying. Aside from that, you can pay your bills on time through this channel. Learning the latest news...
-
Qualified Business Leads
10 August 2010 8:30 PM |
No Comments
When talking about qualified business leads it is necessary to deliver an offer to the consumer in such a manner that the offer fulfills the needs of the consumer. In addition, the terms and attributes of the offer should be acceptable and beneficial to the...
-
Internet Businesses For Sale
10 August 2010 8:30 PM |
No Comments
Making a profit is the primary goal in any business enterprise. The same holds true for Internet businesses for sale. Profit is the excess of income over expense. Profit is an objective indicator of productivity, and a solid basis for growth, expansion and survival. Profit...
-
Home Based Internet Marketing Business
10 August 2010 8:30 PM |
No Comments
These days everybody wants to make money on the Internet but not many are successful at doing so. The reason is pure and simple – they don’t know how to reach out to their specific target audience and impress them. This is where Internet marketing...
-
Business To Business Marketing
10 August 2010 8:30 PM |
No Comments
There are five distinct concepts associated with business-to-business marketing. Firstly, there is the exchange concept of marketing. This concept holds that the exchange of a product between the seller and the buyer is the central idea of marketing. While exchange does form a significant part...
-
Internet Marketing Services
10 August 2010 8:30 PM |
No Comments
In a market closely knit together by the Internet, there is always room for new competitors to emerge and deliver goods or. Internet and e-commerce brought revolutionary changes in supply chain management. The way goods are sold and purchased has been taken a different approach....
-
Business To Business Email Marketing
10 August 2010 8:30 PM |
No Comments
When talking about business-to-business Email marketing, one thing should be taken into perspective: For communication to be effective, the message should be prepared with utmost caution. And that’s very essential especially in the case of Email marketing. If the Email message is lacking in content,...