A marketing policy is a plan that focuses on a main idea or on certain values and establishes a basic framework for behavior, as well as describes the necessary operational actions.
The structure of marketing policy can be outlined as follows:
Enterprise goals and marketing goals
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Marketing Strategies
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Marketing mix
A marketing strategy is a conditional, global plan of behavior to achieve business and marketing goals.
Marketing planning has the following tasks:
- analyze the situation within the company and the environment;
- choose a market;
- determine the size of the market coverage;
- develop basic principles of behavior in relation to market participants;
- identify key points in the use of marketing tools
The development of marketing policy is carried out using marketing analysis and includes three stages: setting goals, developing a marketing strategy, determining the use of marketing tools.
Based on the analysis carried out, each company builds a general system of goals . It can be represented as follows:
- the goal of the company is the mission ;
- the personality of the company - describes the traditions of the company, the policy pursued, points of view, positions of managers and employees;
- the priorities of the company, i.e. what the company focuses on, depending on the level of profit (for customers, for employees, for the environment);
- operational objectives : at this level, the task of management is to present the mission of the company, taking into account its priorities.
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