2.4.3 Marketing plan
All of the marketing concepts that we have described in this chapter, and which will be elaborated in the rest of the unit, provide material for the writing of marketing plans. A typical example of the components of a marketing plan is shown in Figure 2.2. Your text provides a chapter on how to go about writing such plans.
Figure 2.2 Typical components of a marketing plan
However, the actual teaching and generation of marketing plans often occur in advanced courses and textbooks in marketing, usually designated Marketing Management or Strategic Marketing. Therefore it is only necessary at this stage to skim over the Chapter Four reading from Kotler et al. (2004) to gain an overview and basic understanding of developing marketing plans and to assist with bringing together many of the concepts discussed thus far by using a practical example. Just to give you an idea of what is involved in an annual marketing plan in the maritime context, your reading includes an explanation of the contents of a marketing and sales plan for a port authority. Turn to your next reading now.
In your text
Kotler et al. (2004) Chapter 4, pp. 120-149, 'Marketing plans', 'Marketing management and planning', 'The nature and contents of a marketing plan', 'Analysing market opportunities', 'Evaluating the marketing plan', 'Implementing the marketing plan', 'Controlling and evaluating performance' and 'Summary'.
Reading 2.2
Branch, A. E. 1997, Elements of Port Operation and Management , Chapman and Hall, London , pp. 210-225.
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