Term Marketing Plan Development
Code TP-5000.5200
Definition Programs that help nonprofit organizations, small businesses and other groups develop a marketing plan which outlines the marketing strategy for each of their products and services and includes information such as the product or service offered, pricing, target market, competitors, marketing budget and promotional mix. Tasks include reviewing the organization's mission and values to assure that marketing statements are consistent and reflect them, developing an effective case statement that supports marketing activities, developing marketing goals and objectives, identifying targeted audiences and determining what messages will appeal to them, conducting market and competitor research, developing strategies and tactics to achieve goals and objectives, identifying marketing materials/vehicles to be used, determining appropriate delivery methods/channels, implementing the marketing plan, and evaluating and revising the marketing plan, as needed.
Created 9/17/03
Changed 7/25/07
Use References
See Also References Business Plan Development (TP-6600.1000)
Communications Plan Development (TP-6700.1400)
Media Plan Development (TP-6700.5200-400)
External Classification Terms Capacity Building and Effectiveness Enhancement (UW
Comprehensive Planning & Development (UW
Nonprofit Management (NTE S50)
Organizational Development & Training (NPC S04)
Other Government/Economic Services (AIRS OT-600)
Other Government/Economic Services (CAN OT-600)
Related Concepts
Facet Service
Bibliographic References “Guidance in the Development of a Strategic Plan and/or Marketing Plan”, La Piana Associates, Inc., http://www.lapiana.org/consulting/services/sp_guidance.html

“Marketing Plan Definition”, NetLingo, the Internet Dictionary, http://www.marketingterms.com/dictionary/marketing_plan/

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