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Marketing  Management  Plan       Things  always  don’t  go  according  to  plan,  so  it’s  important  to  revisit  your  plan  regularly.  The  planning  process   itself  is  incredibly  valuable,  but  if  you  don't  review  the  plan  regularly,  it’s  easy  to  lose  focus.    Continually   revisit  the  plan  and  measure  your  progress.    

Summary   EXERCISE   SUMMARY  

When to  Address   Who  Should   Participate     Where  to  Use  the   Results    

While  you’re  working  on  your  marketing  plan  &  budget       Marketing  and  sales  leaders     As  you’re  managing  your  marketing  activities  throughout  the  year    

Why it’s  Important  

Revisit, revise  and  update  your  plan  to  keep  focus.    

What Builds  Upon  it  

All of  your  marketing  activities  throughout  the  year    

Timeframe  to   Completion       Potential  Business   Impact     Deliverable   Next  Steps  

A few  hours  to  a  few  days,  depending  on  the  work  you’ve  already  completed  and  the   level  of  detail  you’re  seeking  

Medium to  High  –  for  all  Marketing  Plan  exercises  

You’ll create  your  plan  update  schedule.     You’ll  write  your  final  marketing  plan.    

Target  Completion  Date  

PARTICIPANTS      

Marketing Plan  „  Next  Steps  &  Review  Dates    

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PARTICIPANTS                     TASKS              

PERSON RESPONSIBLE              

DUE DATE              

Notes            

                                   

Marketing Plan  „  Next  Steps  &  Review  Dates    

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Marketing Management  Plan      

What to  Complete      

1. CREATE  MARKETING  MANAGEMENT  PLAN      

Where it  Fits  in  Marketing  Plan  &  Budget     Determine  Marketing  Plan  Scope   Establish  Strategic  Goals   Establish  Numeric  Goals   Define  Competitive  Positioning   Define  Brand  Strategy   Explain  Product  and  Pricing  Strategies   Input  Numeric  Goals  by  Category   Calculate  Number  of  Leads  Required   Describe  Distribution  Strategy   Outline  a  Direct  Sales  Plan   Identify  Sales  Tools  &  Literature     Outline  Strategic  Partnerships  to  Pursue   Create  Customer  Retention  Plan   Identify  and  Describe  Marketing  Campaigns     Develop  Marketing  Budget       Create  Marketing  Management  Plan       Write  Final  Marketing  Plan  Document    

1.  CREATE  MARKETING  MANAGEMENT  PLAN     Chances  are  you’ll  launch  different  and  new  marketing  campaigns  from  some  that  you’ve  outlined  in  your   plan;  your  goals  may  change,  and  the  number  of  leads  required  will  change.  That’s  normal,  so  it’s  a  good  idea   to  set  a  regular  schedule  to  update  your  plan.     What  sections  should  you  revisit?    

Marketing Plan  „  Next  Steps  &  Review  Dates    

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SECTION

REVIEW TIMEFRAME  

PERSON RESPONSIBLE  

             

             

             

Are  there  any  key  milestones  or  events  that  would  require  you  to  come  back  to  this  plan  and  readjust?                 It  also  helps  to  set  a  schedule  to  review  the  plan  and  your  progress  against  goals  throughout  the  year.    At   those  times  you  can  revise  your  strategies  as  needed.     PLAN  REVIEW  DATE  

PEOPLE INVOLVED  

             

             

UPDATE COMPLETED?  

Yes    Yes    Yes    Yes  

Marketing Plan  „  Next  Steps  &  Review  Dates    

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Marketing management plan  

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