How to build a Marketing Plan:  
00
 01  02   03    04   05   06   07   08   09   10   11   12   13   14   15


04 - M.B.O

(Management By Objectives)

 

The top management,
after defining a marketing strategy (see
03)

1. Defines and announces

The orientations for the period,
   by markets and products

The expected growth for the firm's sales

The general objectives of activity
    (number of operations, volumes, efficiency)

The other general objectives
   (
profit margins...)

2. Asks each unit for a related Business Plan

3. Negotiates detailed objectives for each seller
      (as above: Numbers, Volumes, Ratios)

      => The Marketing (or Planning) Dept aggregates them
                  for the whole firm (see slide #06 "Matrioshka")

4. Links Incentives to results

separ

  Marketing section table of contents: 00
Description slides
:   01   02   03   04   05   06   07   08   09   10   11   12   13   14   15
See also my Management / Marketing articles in English migrated from Google Knol
  Other resources (external links):  MarketingPower  /  QuickMba

This page last update: 07/04/13     Disclaimer /Avertissement légal