Subjects

Business

Explore Business
Search

Macdonald (1995) suggests that several stages have to be completed in order to arrive at a strategic marketing plan. These are summarised in the diagram below:

Marketing Planning Process (Macdonald)

The extent to which each part of the above process needs to be carried out depends on the size and complexity of the business.

In a small or undiversified business, where senior management have a strong knowledge and detailed understanding of the overall business, it may not be necessary to formalise the marketing planning process.

By contrast, in a highly diversified business, top level management will not have knowledge and expertise that matches subordinate management. In this situation, it makes sense to put formal marketing planning procedures in place throughout the organisation.

From the diagram, the main components of a marketing plan can be summarised as:

Main Stages of Marketing Planning
Featured
29
Series

BUSS3 Exam Technique Advice

BUSS3 is a tough paper - look through the advice and guidance in these tutor2u resources

Read more ›

Teaching & learning products

Edexcel A Level Business Year 1 (AS) Lesson Worksheets and Case Studies

This resource comprises a complete collection of editable lesson topic worksheets and exam-style case studies that are ideal for teaching individual topics for the whole Year 1 (AS) teaching content. Each lesson topic worksheet and case study has a consistent, clear and professional format and maps precisely to the specification teaching content.

£75.00

AQA BUSS2 Revision Guide

The essential 20 page quick revision guide for AQA AS Business Studies BUSS2. All the key topics covered to enable you to focus your exam preparation on crucial BUSS2 exam technique.

£4.00

Close

Business