CH 1: Marketing planning: New urgency, new possibilities

Marketing trends focus on citizen  marketing, consumer increasingly demanding transparency, and they prefer to buy from companies that have credibility and positive image. The definition of Marketing from AMA emphasizes the importance of value, the difference between the perceived benefits received (to satisfy a want or need) and the perceived total price. Regardless of what type or size of an organization, a marketing plan is needed to chart paths to their goals. In this chapter, the 6 steps on how to develop a marketing plan and the four marketing-mix tools is briefly discussed. The 4 guiding principles for creating a marketing plan that will provide value, building relationships and make a difference are (1) anticipate change, (2) engage everyone, (3) seek alliances, and (4) make marketing meaningful. Thinking of the organization that I am working at, below are ways which I think the guiding principles can be apply.