CHAPTER 3
The Market Plan
The market plan is the center of the marketing process. Using the information on segmenting and positioning that you have already compiled, the market-planning process then asks you to set specific market objectives, as well as to develop a budget and ways to reach those goals. There are at least five important reasons to create a market plan. First, it saves time. Although marketers complain about the hours that go into the planning process, planning lets you align limited resources with your most important objectives. The second reason for a market plan is it lays out a clear direction for the entire marketing team. Rather than running in circles, the plan provides a road map that will help get the team from where ...
