Answer to Question #201221 in Marketing for BISHEM

Question #201221

Planning plays an important role in establishing organization’s growth and hence every organization be it a profit or nonprofit seeking one need to carry out this very important task. Putting this into consideration, discuss what marketing planning is, stating its contents and its process. You should also discuss the barriers to the implementation process. Provide citation

Expert's answer

Marketing planning is deciding what to do, how to do it, who to do it, and when to do it in the marketing department.

Its contents include;

  • Analyzing information and current situation about marketing opportunities,
  • Forecasting and establishing planning premises,
  • Determining marketing objectives,
  • Selecting market targets,
  • Designing and developing marketing strategies
  • Allocation of resources
  • Developing procedures and policies.

Marketing Planning process;

  1. Set the goals
  2. Conduct a market audit
  3. Conduct a market research
  4. Analyze the research
  5. Identify your target customers
  6. Determine a budget
  7. Develop market strategies
  8. Develop implementation strategy
  9. Create an evaluation procedure

Barriers to the implementation Marketing planning process;

  • Lack of skills and knowledge
  • Organization barriers
  • Confusion between strategy and tactic
  • Lack of in-depth analysis
  • Confusion between process and output

Isolating the market function and operations.


Hollensen, S. (2018). Marketing management. Pearson UK.

Hollensen, S., & Opresnik, M. O. (2019). Marketing Mix in the Marketing Planning Process. World Scientific Book Chapters, 203-382.

McCamley, C., & Gilmore, A. (2018). Strategic marketing planning for heritage tourism: a conceptual model and empirical findings from two emerging heritage regions. Journal of Strategic Marketing26(2), 156-173.

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