34 2.8 Role of Marketing Plan

Learning Objectives

Explain the role of a marketing plan as a guiding document for marketing activities


How do organizations use the marketing mix to achieve results? This requires a clear understanding of the results that the organization hopes to achieve and a plan that brings the activities together.

The following reading gives an overview of the marketing planning process. Later we’ll cover the inputs and outputs of this process in much more detail. For now, think about how planning can focus marketing efforts to deliver value to the target customer.


Learning Activities

  • Reading: The Role of the Marketing Plan
  • Simulation: Ice Cream Magnate



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Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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