Factors affecting marketing planning, Marketing Management

Factors affecting marketing planning: a large number of factors affect the long term marketing planning. These factors can be grouped under four categories:

Internal factors: internal factors are those factors which arise in the enterprise itself. These factors are:

1.       Size of the company

2.       Risk bearing capacity of the enterprise

3.       Financial resources of the enterprise

4.       Organizational structure available with the enterprise

5.       Technical knowledge available with the enterprise

6.       Capabilities of the marketing research department of the enterprise

7.       Product line

8.       Ability and experience of the marketing manager of the enterprise

9.       Channels of distribution

Industry factors: a manufacturing unit is a part of the total industry. A factor which relates to an industry also affects the enterprise. These factors are:

1.       Technical changes in the industry

2.       Severity of the competition in the industry and

3.       Relations and between the enterprise and the industry.

National factors: there are some national factos which affect the long term marketing planning of an enterprise. These factors are:

1.       Population of teh country and its regional distributional

2.       National income of the company and its regional distributional

3.       Distribution of wealth in the country

4.       National prdocution and the share of the enterprise in the national production

5.       Regional development of the country

6.       Price trends and its regional distributional in the country

7.        State of national economy

8.       Industrial policy of the country, and

9.       Trade policy of the country

National factors: some international factors also affect the long term marketing planning

1.       International stability and peace

2.       International monetary of the system

3.       Standard of living of the world in general, and

4.       Scientific and technical developments in the world.

Posted Date: 9/19/2012 7:46:52 AM | Location : United States







Related Discussions:- Factors affecting marketing planning, Assignment Help, Ask Question on Factors affecting marketing planning, Get Answer, Expert's Help, Factors affecting marketing planning Discussions

Write discussion on Factors affecting marketing planning
Your posts are moderated
Related Questions
Discuss the importance of strategy and good leadership in marketing

Importance of marketing to the firm: Marketing plays an important role for the well being of a firm. This is evident from the following words of the Peter F. Ducker, "Marketing

Question 1: Describe the classification of retailer in detail. Definition of Retailer Classification of Retailer Question 2: Explain the four principal com

Who is part of buying decision? When purchasing a decision of buying goods is created by just one person in place of most organization who works within it but they can contrib

Discuss about the product line simplification. In certain circumstances, a company may accept the strategy of slimming or contracting the product mix this may do so by abandoni

Question 1: (a) Using an example from the local context, explain how an organisation can counter negative publicity. (b) Discuss the impact that customer retention has on

The ways to position the brand are: Use situations: the marketer can identify use situations for his brand or the product and analyze customer perception of existing competit

Function of the physical supply: The second group of the marketing process is the physical supply. These are the functions that are related with creation of place and time u

What are the problems with green marketing? Problems with green marketing: During using green marketing the firms should overcome a number of potential problems. Those proble

depict the concept of line stretching and the three uses for it?