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Term: 2nd Term
Class: Senior Secondary School 1
Age: 15 years
Duration: 40 minutes of 2 periods each
Topic:- Marketing planning process
SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to
INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source
INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures,
The teacher reviews the previous lesson on organizational buying process
Students pay attention
She explains the meaning of marketing planning process
Students pay attention and participates
She highlights the steps in the marketing planning process
Students pay attention and participate
The teacher writes a summarized note on the board
The students copy the note in their books
MARKETING PLANNING PROCESS
This is the systematic approach to the achievement of marketing goals.
STEPS IN THE MARKETING PLANNING PROCESS
Philip Kotler, has pointed out that while preparing marketing plan the
following situation should be considered:
The planning process begins with an attempt by the organization to size up
the present market situation and the factors responsible for it. In simple
words, diagnosis consists of where the company stands and why. The size
up requires developing data on absolute levels of company’s sales; market
share and their recent trends, by-products etc. Certain supplement data like
– marketing cost, plant utilization; profit level etc. are also required for
Only diagnosis of present position is not sufficient for good marketing
planning. The company must also estimate where it likely to go if present
market trend continues. What sales and profit it makes in long- run.
Prognosis helps in indicating future of the company i.e. bright or dark. If it
seems to be bright, the present policy should be continued, but if future is
dark, the planning needs modification so as to achieve objectives set.
If the prognoses indicate that there is no possibility of future sales and profit
for company, then the company should decide upon fresh objectives so as
to maintain sales and profit in future.
Strategy lays down the broad principle by which company secures an
advantage over its rivals or attracts buyers and fully exploits its resources.
The marketing strategy may be:
(a) To develop highest quality product.
(b) To charge a premium price.
(c) To advertise more than competitor etc.
There may be several alternative strategies available to the company. The
company must carefully analyse these strategies and choose the best one
under the circumstances.
How to use the company’s strategies to achieve the objectives is done by
tactics. In other words, tactics are the methods for carrying out the
Control is the essential part of the marketing planning. Without control it is
not possible to know whether objectives are going to be achieved or not.
Often new events occur that challenge some of the basic assumptions in
plan. The control helps in countering these challenges. Through control
variations are discovered and new changes are made in plan to remedy the
shortfall if any.
EVALUATION: 1. Explain the meaning of marketing planning
CLASSWORK: As in evaluation
CONCLUSION: The teacher commends the students positively