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Business history has an abundance
of instances of business failures
on account of lack of proper marketing
planning. It is extremely impotant
in the case of Internet marketing
to plan marketing strategies properly.
Marketing planning provides the
framework for all business decisions
of an enterprise – decisions on
markets, decisions on products
and decisions on manufacturing
facilities, investments and organizational
structure. Marketing planning
is the interface between the enterprise
and its market/customers. Internet
marketing places the consumer
at both the beginning and the
end of the business process and
that any firm practicing marketing
in the proper sense has to identify
correctly the needs of the consumer,
translate the needs into suitable
products and services, deliver
those products and services to
the total satisfaction of the
consumer and through this process
generate profits for the firm.
Marketing planning is the instrument
through which all these tasks
get accomplished. The quality
of marketing planning is revealed
in the success of all marketing
activities. Obviously, considerable
thought, expertise and effort
have to go into the process of
marketing planning. The marketing
planner first scans the environment
followed by an internal scanning
of his unit, its strength and
weaknesses and assesses to what
extent his marketing organization
is equipped to pursue the various
opportunities emerging in the
environment. Then he formulates
the marketing objectives and marketing
strategies. And finally, he formulates
the detailed functional plans
in each aspect of the total marketing
task. As the first step in the
marketing planning process, the
firm scans its marketing environment.
The main purpose of this exercise
is to find out the favorable and
unfavorable factors prevailing
in the environment and the specific
business opportunities available
to the business unit and their
relative attractiveness. In the
case of marketing planning, environmental
scanning focuses on the environment
of the business unit in question
and its scope is limited to the
business in question. Small Business
Marketing provides detailed information
on Small Business Marketing, Internet
Marketing For Small Businesses,
Marketing Ideas For Small Businesses,
Small Business Marketing Plans
and more. Small Business Marketing
is affiliated with Small Home
Based Business Opportunities.
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