CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ............................................................................... A-1
KEY TERMS ....................................................................................................................................................................... A-1
LECTURE NOTES
• Marketing Plans and Business Plans ....................................................................................................... A-2
• Sample Five-Year Marketing Plan for Paradise Kitchens, Inc. ...................................................... A-6
POWERPOINT RESOURCES TO USE WITH LECTURES1
PowerPoint
Textbook Figures Slide2
Figure A-1 Elements of a marketing and business plan both for internal and external
audiences (p. 49) ................................................................................................................................. A-4
Figure A-3 Figure 2: Sales Revenues for Paradise Kitchens (p. 60)......................................................A-12
Figure A-4 Figure 3: The Paradise Kitchens Organization (p. 60) ........................................................A-13
Selected Textbook Images (Ads, People, Products, and Websites)
Howlin’ Coyote Chili Ad (p. 52).............................................................................................................................. A-2
KEY TERM
1 For each PowerPoint resource listed, the page reference in the textbook (p. x) or [p. y] is where the figure or image is located.
2 The PowerPoint presentation (PPT) for this chapter is either available on the Instructor’s Resource CD-ROM or downloadable from the Marketing: 12/e
website
at http://12e.kerin.tv. The PPT slide number references are for this chapter only.
,business plan p. 48
, LECTURE NOTES
“If you have a real product with a distinctive point of difference that satisfies the needs of
customers, you may have a winner,” observes Art Kydd, CEO of St. Croix Ventures.
MARKETING PLANS AND BUSINESS PLANS
Appendix A provides guidelines for writing a marketing plan.
A. Meanings, Purposes, and Audiences
• A marketing plan is a road map for the marketing activities of an organization for a
specified future period of time, such as one year or five years.
• A business plan is a road map for the entire organization for a specified future
period of time, such as one year or five years.
• [Figure A-1] Elements in a typical marketing and business plans are targeted at
difference audiences.
• The specific format for a marketing plan depends on:
a. The target audience and purpose.
• Internal audience.
– Consists of board of directors, senior management, and other employees.
– Seeks to point the direction for future marketing activities.
– Is sent to all individuals in the organization who must implement or who
will be affected by the plan.
• External audience.
– Consists of friends, banks, venture capitalists, crowdfunding sources,
and other potential investors.
, – Constitutes the principal sources for raising capital.
– Is an important sales document.
– Contains elements such as the strategic plan/focus, organizational
structure, and biographies of key personnel that rarely appear in an plan
for an internal audience.
– Has financial information that:
* Is far more detailed because the plan is used to raise capital.
* Tells prospective investors how they will get their money back,
earning a profit on their investment.
b. The kind and complexity of the organization.
• A small, local business:
– Will have a relatively simple plan that…
– Is directed at prospective customers in its local target market.
• A large, hierarchical company in a tiered marketing plan.
– Will have various levels of detail…
– Such as the entire organization, the strategic business unit, or the
product/product line.
c. The industry. Small and large organizations:
• Analyze their competitors in the industry within which they compete.
• Have geographic scopes that are different.
• Have different complexities with respect to their offerings.
• Have different time periods covered by their plans.
– One year for small businesses.
– Five years for large organizations due to their product development
cycles.
d. The difference between marketing and business plans.
• A business plan contains details on the R&D, operations, or manufacturing
activities of the organization.
• For a manufacturing business, the marketing plan is probably 60 or 70
percent of the entire business plan.
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES ............................................................................... A-1
KEY TERMS ....................................................................................................................................................................... A-1
LECTURE NOTES
• Marketing Plans and Business Plans ....................................................................................................... A-2
• Sample Five-Year Marketing Plan for Paradise Kitchens, Inc. ...................................................... A-6
POWERPOINT RESOURCES TO USE WITH LECTURES1
PowerPoint
Textbook Figures Slide2
Figure A-1 Elements of a marketing and business plan both for internal and external
audiences (p. 49) ................................................................................................................................. A-4
Figure A-3 Figure 2: Sales Revenues for Paradise Kitchens (p. 60)......................................................A-12
Figure A-4 Figure 3: The Paradise Kitchens Organization (p. 60) ........................................................A-13
Selected Textbook Images (Ads, People, Products, and Websites)
Howlin’ Coyote Chili Ad (p. 52).............................................................................................................................. A-2
KEY TERM
1 For each PowerPoint resource listed, the page reference in the textbook (p. x) or [p. y] is where the figure or image is located.
2 The PowerPoint presentation (PPT) for this chapter is either available on the Instructor’s Resource CD-ROM or downloadable from the Marketing: 12/e
website
at http://12e.kerin.tv. The PPT slide number references are for this chapter only.
,business plan p. 48
, LECTURE NOTES
“If you have a real product with a distinctive point of difference that satisfies the needs of
customers, you may have a winner,” observes Art Kydd, CEO of St. Croix Ventures.
MARKETING PLANS AND BUSINESS PLANS
Appendix A provides guidelines for writing a marketing plan.
A. Meanings, Purposes, and Audiences
• A marketing plan is a road map for the marketing activities of an organization for a
specified future period of time, such as one year or five years.
• A business plan is a road map for the entire organization for a specified future
period of time, such as one year or five years.
• [Figure A-1] Elements in a typical marketing and business plans are targeted at
difference audiences.
• The specific format for a marketing plan depends on:
a. The target audience and purpose.
• Internal audience.
– Consists of board of directors, senior management, and other employees.
– Seeks to point the direction for future marketing activities.
– Is sent to all individuals in the organization who must implement or who
will be affected by the plan.
• External audience.
– Consists of friends, banks, venture capitalists, crowdfunding sources,
and other potential investors.
, – Constitutes the principal sources for raising capital.
– Is an important sales document.
– Contains elements such as the strategic plan/focus, organizational
structure, and biographies of key personnel that rarely appear in an plan
for an internal audience.
– Has financial information that:
* Is far more detailed because the plan is used to raise capital.
* Tells prospective investors how they will get their money back,
earning a profit on their investment.
b. The kind and complexity of the organization.
• A small, local business:
– Will have a relatively simple plan that…
– Is directed at prospective customers in its local target market.
• A large, hierarchical company in a tiered marketing plan.
– Will have various levels of detail…
– Such as the entire organization, the strategic business unit, or the
product/product line.
c. The industry. Small and large organizations:
• Analyze their competitors in the industry within which they compete.
• Have geographic scopes that are different.
• Have different complexities with respect to their offerings.
• Have different time periods covered by their plans.
– One year for small businesses.
– Five years for large organizations due to their product development
cycles.
d. The difference between marketing and business plans.
• A business plan contains details on the R&D, operations, or manufacturing
activities of the organization.
• For a manufacturing business, the marketing plan is probably 60 or 70
percent of the entire business plan.
