Location and Facilities optional 1. Company Overview There are many variations and approaches on how to lay out the various components of a business plan. The primer below is meant only to explain the broad differences between the most common company types. So for example, if you sell someone a cupcake and they sue you because they found a hair in it, and you lose in court, the creditors can legally go after your personal possessions — such as the roof over your head.
Definition[ edit ] Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions" of a business aimed at achieving customer interest and satisfaction.
The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably. However, because the academic study of marketing makes extensive use of social sciencespsychologysociologymathematicseconomicsanthropology and neurosciencethe profession is now widely recognized as a science,  [ not in citation given ]allowing numerous universities to offer Master-of-Science MSc programs.
Given the centrality of customer needs and wants in marketing, a rich understanding of these concepts is essential: Something necessary for people to live a healthy, stable and safe life.
When needs remain unfulfilled, there is a clear adverse outcome: Needs can be objective and physical, such as the need for food, water and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem. Something that is desired, wished for or aspired to.
Wants are not essential for basic survival and are often shaped by culture or peer-groups. When needs and wants are backed by the ability to paythey have the potential to become economic demands.
A product orientation is based on the assumption that, all things being equal, consumers will purchase products of a superior quality. Although the product orientation has largely been supplanted by the marketing orientation, firms practising a product orientation can still be found in haute couture and in arts marketing.
Consequently, this entails simply selling existing products, using promotion and direct sales techniques to attain the highest sales possible.
A production orientation may be deployed when a high demand for a product or service exists, coupled with certainty that consumer tastes and preferences remain relatively constant similar to the sales orientation.
The so-called production era is thought to have dominated marketing practice from the s to the s, but other theorists argue that evidence of the production orientation can still be found in some companies or industries.
Specifically Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers Market orientation The marketing orientation is perhaps the most common orientation used in contemporary marketing. It is a customer-centric approach that involves a firm basing its marketing program around products that suit new consumer tastes.
A firm in the market economy can survive by producing goods that persons are willing and able to buy. As an example, a marketing department could ascertain via marketing research that consumers desired a new type of product, or a new usage for an existing product.
The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc.
Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product.
Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization. As no-one has to buy goods from any one supplier in the market economy, firms must entice consumers to buy goods with contemporary marketing ideals.
Societal marketing A number of scholars and practitioners have argued that marketers have a greater social responsibility than simply satisfying customers and providing them with superior value.
Marketing organisations that have embraced the societal marketing concept typically identify key stakeholder groups such as employees, customers, and local communities. They should consider the impact of their activities on all stakeholders. Companies that adopt a societal marketing perspective typically practice triple bottom line reporting whereby they publish social impact and environmental impact reports alongside financial performance reports.
Sustainable marketing or green marketing is an extension of societal marketing. Marketing mix The four Ps, often referred to as the marketing mix or the marketing program,  represent the basic tools which marketers can use to bring their products or services to market.
They are the foundation of managerial marketing and the marketing plan typically devotes a section to each of these Ps. Origins[ edit ] During the s, the discipline of marketing was in transition.
Interest in the functional school of thought, which was primarily concerned with mapping the functions of marketing was waning while the managerial school of thought, which focussed on the problems and challenges confronting marketers was gaining ground. Many scholars and practitioners relied on lengthy classifications of factors that needed to be considered to understand consumer responses.
The "marketing mix" gained widespread acceptance with the publication, inof E. A Managerial Approach which outlined the ingredients in the mix as the memorable 4 Ps, namely product, price, place and promotion.
Today, the marketing mix or marketing program is understood to refer to the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". The product element consists of product design, new product innovation, branding, packaging, labelling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Brandinga key aspect of the product management, refers to the various methods of communicating a brand identity for the product, brandor company. Pricing This refers to the process of setting a price for a product, including discounts.
The price need not be monetary; it can simply be what is exchanged for the product or services, e. The price is the cost that a consumer pays for a product—monetary or not.Marketing is a form of communication between you and your customers with the goal of selling your product or service to them.
Communicating the value of your product or service is a key aspect of. The Ultimate Marketing Plan: Target Your Audience!
Get Out Your Message! Build Your Brand! [Dan S Kennedy] on tranceformingnlp.com *FREE* shipping on qualifying offers. Let's face it - the business world today is nothing like it was ten years ago. Marketing . Additionally, funding for initial marketing projects would help to ensure that the firm could establish a claim to the "small business consulting" concept in the target market.
In exchange for the funding, CSG would provide an equity stake to the funding company. Purpose: The book is intended to be fun to read and provide entertainment tranceformingnlp.com purpose of this marketing plan is to detail an action-oriented plan to launch the book into the marketplace, generate sales, and find ideal readers.
Marketing Plan Component of Your Business Plan The marketing portion of a business plan addresses four main topics: product, price, promotion and place.
A business plan is the blueprint for taking an idea for a product or service and turning it into a commercially viable reality. Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the tranceformingnlp.com the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.