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SECTION IV
Section IV
Title Page

S E C T I O N

F O U R

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning

Marketing
Management

Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

7th Edition
J. Paul Peter
James H. Donnelly, Jr.

Marketing Plan Outline

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights

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SECTION IV
Section IV
Title Page

Title Page

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Name of the product

Relevant time period

Authors with positions held
Group commissioning the report
Date of submission

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SECTION IV
Section IV
Title Page

Executive Summary

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Brief introduction

Major aspects of the plan

Budgeting statement

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SECTION IV
Section IV
Title Page

Table of Contents

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning

Should include what in the report and

where it can be found

Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Should reflect logical sequencing of

information

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SECTION IV
Section IV
Title Page

Introduction

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

May include background or history of an

existing product, or new information on a

new product
Include a precise statement stating the
purpose of the report

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SECTION IV
Section IV
Title Page

Situational Analysis

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Critical environmental conditions

Social, political and legal implications

Industry analysis
Competitive analysis

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SECTION IV
Section IV
Title Page

Marketing Planning

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Three major elements:

Marketing objectives
Target markets
Marketing mix

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SECTION IV
Section IV
Title Page

Marketing Objectives

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning

Use quantifiable or discrete statement to

measure marketing accomplishments

Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Objective statements often expressed in

sales units or dollars

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SECTION IV
Section IV
Title Page

Target Markets

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Defines the market by customer profile

Includes changes and important issues
influencing consumer or organizational
buyer behavior
Defines purchasing trends currently
shaping the market

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SECTION IV
Section IV

Marketing Mix

Title Page
Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Product

Promotion
Distribution/Place
Price
Marketing research
> Justify and explain the costs and
benefits associated with research

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SECTION IV
Section IV
Title Page

Implementation of the Plan

Executive Summary
Table of Contents
Introduction
Situation Analysis
Marketing Planning

Defines and schedules implementation

and control of the plan

Marketing Objectives
Target Markets
Marketing Mix
Implementing the Plan
The Authors

Compared by reference to tradition or

past plans

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SECTION IV
Section IV
Title Page

Executive Summary
Table of Contents
Introduction

The Authors
J. Paul Peter, Ph.D.
University of Wisconsin Madison

Situation Analysis
Marketing Planning
Marketing Objectives
Target Markets
Marketing Mix

Click image to go to authors web site

James H. Donnelly, Jr., Ph.D.

University of Kentucky Lexington

Implementing the Plan

The Authors
Click image to go to authors web site

Marketing Management
7th Edition McGraw-Hill
Click on the book to go to the book site
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