Marketing Plan: Questionnaire Analysis and Recommendations

This marketing plan report provides a comprehensive analysis of various marketing concepts and practices. It begins with an introduction to marketing, emphasizing its significance in promoting and selling products and services, including market research and customer understanding. The report then delves into a detailed marketing audit, exploring key considerations for marketing practitioners, structured around a questionnaire with quantitative and qualitative questions. It examines marketing definitions, contrasting traditional and contemporary perspectives, and investigates the gap between public perception and the true nature of marketing. The report further explores marketing as a concept and philosophy, the influence of the marketing mix and market forces, and the challenges of marketing products with high service components. It also addresses marketing objectives, including sales revenue, customer retention, and operational excellence. Additional topics include customer involvement, willingness to spend, the role of Blue Ocean strategy, channel marketing, and the importance of quality improvement and avoiding overpromising in marketing communication. The report also includes sections on organizational and SWOT audits, micro and macro environmental audits, and competitor analysis. The report concludes with references and an appendix, offering a thorough overview of the marketing planning process and its key components.

MARKETING PLAN

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Definitions....................................................................................................................3
Q1. Do you think that, there is any difference between definition of marketing in
traditional and contemporary context for company?...........................................................3
Classic definition of marketing....................................................................................................4
Q2. Can there be difference between what people perceive marketing to be and what
marketing actually is?...............................................................................................................4
Q3. As per your thought is marketing a human activity?....................................................6
Q4. As per your thought is marketing about need and wants?.........................................7
Q5. As per your thought is marketing about satisfaction?.................................................9
Q6. Do you think that there is difference between need and want of human in
marketing?................................................................................................................................10
Marketing concept.......................................................................................................................11
Q7. As per your thought is marketing a concept or philosophy?.....................................11
Identifying past patterns.............................................................................................................12
Q8. Do you agree that innovation happen when people view world through 4 lenses?
...................................................................................................................................................12
Marketing mix..............................................................................................................................13
Q9. Do you agree that ingredients of marketing mix and market force influence
market behaviour?..................................................................................................................13
Service thinking...........................................................................................................................14
Q10. Do you agree that doing marketing of product which is having high service
component is challenge for practitioner?............................................................................14
Marketing objective.....................................................................................................................14
Q11. As per your thought is increase in sales revenue part of marketing objective?..14
Q12. As per your thought is attracting, retaining and enhancing customer part of
marketing objective?...............................................................................................................15
Q13. As per your thought is operational excellence part of marketing objective..........16

Retailing........................................................................................................................................16
Q14. As per your thought is customer product involvement same as that of person’s
perceived relevance?.............................................................................................................16
Q15. As per your thought is customer willingness and ability to spend depend upon
marketing condition?..............................................................................................................17
Blue Ocean..................................................................................................................................17
Q16. As per your thought is Blue Ocean a part of marketing planning process?.........17
Forward and reverse marketing................................................................................................18
Q17. Do you think that channel marketing is referred to as forward and reverse
marketing?................................................................................................................................18
Circle of satisfaction....................................................................................................................19
Q18. Do you think that with help of blueprinting quality could be improved?................19
Marketing communication..........................................................................................................19
Q19. Do you think that marketing communication should avoid over promising?........19
Marketing audit............................................................................................................................19
Q20 Do you think that reporting the findings in marketing audit is important?.............19
Q21 Do you think that customer data is important?..........................................................20
Organisational audit....................................................................................................................21
Q22 Do you think that it is important to change the aim and objective of firm?............21
Q23 Do you think that external market factors impact organisation more than internal?
...................................................................................................................................................21
SWOT report................................................................................................................................22
Q24 Do you think that SWOT is the best tool to present information at strategic
planning?..................................................................................................................................22
MICRO ENVIRONMENTAL AUDIT.........................................................................................22
MACRO ENVIRONMENTAL AUDIT........................................................................................23
COMP FACTORS.......................................................................................................................23
REFERENCES............................................................................................................................26
APPENDIX...................................................................................................................................27

24
INTRODUCTION
Marketing is a very important concept and activity of company which deals with
promoting and selling of products and service of organisation also includes in depth research of
market and that of customer (Fanning, 2018). The business marketing planning process is that
systematic approach that deals with deploying staff members in producing marketing goals,
strategies and then implementing all tactics into. This process will mainly depend upon specified
situation, target customers and position of company within its working or operating market.
While this working will be guided with specified concepts and philosophies used to plan all
efforts in one way direction. Mainly these philosophies will deal with identifying and fulfilling all
need and wants of customers which is helpful for both company and customer.
The current report deal with marketing audit with identifying key considerations that
marketing practitioner is exploring consisting of 9 key objectives. For this report marketing
questionnaire is prepared containing quantitative and qualitative questions all of them identifying
area that need to be explored. The questions which are included within this questionnaire will be
mainly related to important for benefit for company and why it is essential to client.
Statement of purpose:
Marketing audit can be denoted as per analysing the outcome and making adequate
determination of the current market requirements and the business efficiencies in dealing with
the operational situation. Thus, there can be various obstacles and problems which will affect
this process. In terms of marketing in new location there will be barriers of economy, political
influences as well as changes in the culture and language.
MAIN BODY
Marketing audit is that process which includes under concept and activity of marketing
deal with collecting, analysis, designing, developing, implementing and evaluating the marketing
planning environment. This will include both internal and external objectives with goal and
strategies of company along with this areas of problem is identified with opportunities and then
recommending plan for action. A qualified and professional in field of marketing who is
concerned about regular networking events related to it and sharing of knowledge and insights
will be called to as marketing practitioner. Their work is to practically relate with marketing
planning and researching about market and then implementing concepts and philosophies that
are practically applied in business.
There are 9 key objectives which is followed by marketing practitioner that are further
divided into 3 mega marketing objectives categories namely
MARKETING PLAN

24
 Financial objective
 Reducing cost which is percentage of sales
 Increasing revenue of sales
 Building up value for business
 Strategic objective
 Excellence of operation
 Leadership of product
 Intimacy of customer
 Communication objective
 Improving existing relationship
with customer
 Retention of customer
 More new customer attraction
As per the old definition of marketing that was given by Philip Kotler state that marketing
is concept which satisfy need and want of people with process of exchange. Throughout the
process of marketing it will be related to satisfy need and want of person with allotting them
things which they desire. While on other hand contemporary definition of marketing will refer to
model, theories and concepts which are important for customer orientated marketing and not of
market orientated. All these models or theories are implemented to show or offer more support
for client base with offering them variety of products and all of them depending on need and
want of target market.
The business marketing concept which is also called to as CADDIE includes steps like
that of collect and analyses; design and develop; implement and evaluate. It refers that all type
of organisation whether they are small or big; public or private; national or global need to plan
as without planning they will not be classified to as successful. The marketing practitioner will
plan and then take actions in way of achieving objectives which is outlined in business plan.
While all business and clients are different from each other and having some or the other unique
features that is as per customers, organisation, market and products [COMP]. So marketing and
its planning will be related to these COMP factors only as all organisations are different from
each other and having something unique selling proposition.
MARKETING PLAN
Figure 1: 9 key objectives
[Source: Fanning, 2018]

24
The marketing audit questionnaire that is including Collect & Analyses (CA) part of
CADDIE process that will be having brief description of question, why that is important to ask
and how it could be measured. The 3- mega marketing concept that will include following parts
like that of:
 Total product
 Circle of satisfaction
 Buyer decision process
The buyer decision process is that which concern with decision of people at time when
they are purchasing or consuming the product. It is used for making purchase that related to
marketing transaction before, during and then after the purchase of good or any form of service
as there are wide range of choice available for people. This is also having 3 stages which are
purchase behaviour, product delivery and post purchase behaviour. All type of customers will be
behaving differently at all these three phase of buyer decision process and all them will be either
leading customer to rejecting or accepting the products. On the other hand total product is that
type which help organisation to design and develop in way of satisfying need and want of
customer along with need of company. If any company is considering both buyer decision
process and total product this means that they are looking product from the viewpoint of
customer, market and organisation as well. This is possible for product leadership into market
under which company is working. There are many segments which will combine for total product
of that organisation like that of services, ideas, people, goods, experience and place which are
the component of product. Then circle of satisfaction is relate to interaction between
organisations with their customers and indicating link between total products and buyer decision
process.
Marketing Definitions
Q1. Do you think that, there is any difference between definition of marketing in
traditional and contemporary context for company?
What:
Traditional definition which was started by Philip Kotler marketing is all about satisfaction
of need and want of people with exchange process which is that is activity and process of
buying and selling things (Fanning, 2018; p, 13). While on other hand modern or contemporary
definition will be that related to importance of customer oriented and not only market oriented.
All the strategies which are implemented will offer more support of client with variety of range of
products and it will be depending upon need and want of target market. Satisfaction is very
much important in context of marketing as it is the central point which was highlighted at time of
MARKETING PLAN

24
Industrial Revolution from 1760-1840 which is that of gaining repeat custom. All the
contemporary marketing will be dealing with or influenced with traditional definition that was
given by Kotler. Marketing is that department of any organisation that deal with exchange of
relationship with various clients and customers and its management. This is basically used to
create keep and satisfy customers of company who are the most important activity that involve
that of being innovative and creative as well.
Why:
It is important to understand difference between traditional and contemporary definition
of marketing which help marketing practitioner to understand what they should include as clear
concept of marketing. As they will be laying down the foundation about marketing and then
starting up planning with implementation so that they could be selecting target customers. So
this will understand conditions in which marketing environment and conditions that is helping
and assisting practitioners to plan for attainment of goal.
How:
Understanding of both classical and modern definition of marketing will be helpful for
organisation as it influence their decision making process after which they need to implement
various models and theories of marketing. If marketing staff is knowing all about foundation of
marketing then it became easy for them to apply them within organisation. With help of classical
and modern theory of marketing practitioner will be able to identify their target market and
analysing marketing condition. So this question is very important which will be help marketing
department to distinguish between traditional and contemporary concept of marketing with
similarities laid within.
Classic definition of marketing
Q2. Can there be difference between what people perceive marketing to be and what
marketing actually is?
What:
Marketing is generally misconceptualized by many people who are not having clear and
in depth knowledge about this concept. The thinking of people that marketing is just related with
advertising, promotion and selling of products and services will not be an established thought.
As per their context marketing will only be relating to promoting product and brand in market so
that customers could get attracted towards their company and purchase the product (Fanning,
2018; p, 14-17). Not just people many organisations also generally refer marketing as only
activity that is relating to increase in sales revenue of company with help of promotional events.
This is certainly the wrong or incomplete interpretation of people that marketing will only relate
MARKETING PLAN

24
with selling, promoting or advertising company, brand and products in market for attracting
customers.
But rather marketing is more wider concept than that it is just understood by people
marketing is actually philosophy of business and not only part of organisation. As many people
also regard it as part or a department of company which is concern with promoting product so
that sales could be improved. Marketing is a business concept and philosophy which is adopted
by entire organisation and not by only one department. The holistic view of marketing states it
as activity of company which is active towards satisfaction of need and want of human with way
of exchanging including selling and buying of products. This is done with use of various tactics
related to promotion, advertising, selling, identifying customers, researching of market and
planning from where company must be starting.
Marketing is also related as per contemporary definition as it is secondary process under
which organisation is working and adapting market trends and changes that is working through
process of communication, creating, distributing, promoting and pricing of products. These all
together will be combing for facilitating profits exchange of relationship with customers of
company, channel partners and society as well. So there are certain goal of marketing which is
directly related with that of company’s aim and objective which certainly people will not be able
to understand. As per modern definition of marketing it refers to adapting changes in trends
outside and inside company, value given to customer, strategic goal and profits of parties with
overall benefit for society.
Why:
This question is very important for staff members to understand so that they could be
able to define marketing in professional language and not according to people. As there is vast
difference between conception of people and what marketing actually is which is sometime not
been defined by marketing practitioners. If the staff is having knowledge clearly about what is
marketing and how it is not just department of company but essential part of it then only they will
be able to link goal of marketing with vision of organisation. It is very much important for
marketing team that they are linking their goal with that of overall companies or organisational
objectives. This will be influence with vision, mission and long term goal of business which is
related to profit maximisation. If marketing is good of company and they are been able to
promote their products and brands within whole market then this will help company goal of
increase sales.
So this is main reason why laying down difference between what people think about
marketing and what actually marketing is need to be explained. If this is not explained then staff
MARKETING PLAN

24
members if company will also think that marketing is only related to promotion, selling and
advertising.
How:
This will be somewhere helpful for company as well as they could analyses their current
marketing tactics which is followed by them and then compare where problem could arise. As if
company is only focusing majorly on marketing by view of promotion, selling and advertisement
then it will be not able to achieve its long term objectives. so it is required that organisation is
clearly understanding what is marketing and how important it is for their firm with the help of this
only it will be possible to conduct market research. This will help in analysing market conditions,
trends and changing taste or preference of customers on wider bases which will influence profits
and policies of organisation.
Q3. As per your thought is marketing a human activity?
What:
As per the classical definition and approach of marketing which is given by Kotler it is the
human activity that is directed towards satisfying need and wants of people through exchange of
process. So this will be including major 4 section of this definition among which marketing is
human activity is the 1st one (Fanning, 2018; p, 14). Human activity is that which is generally
done with effect and help of human mind and their efforts that are directed towards specified
aims and objective. All the activities will be related and having influence of human like people
communicating among themselves, people going outside to purchase and sell, people living and
people only are choosing.
All these are related and concerned with involvement of people into these programs and
activities so marketing will also be activity of consumer and organisation. Involvement of human
and their mind is the most important primary activity which is done or taken place in marketing.
As being human marketing manager will be creating and setting plan for conducting marketing
plan and customers as human will be buying products and service as per the demand and
wants.
Why:
This question is very much important for point of view of company that they are involving
human activities which is done or conducted by managers or staff members in way of attracting
customers. So in way of understanding that marketing is all what it concern is with human
activities and they are involved with role of setting plan as managers and using products as
customers. Marketing is human activity as it is directed for satisfying need and want of
customers and clients which is exchange of products and services. So it is important for people
MARKETING PLAN

24
to understand that it is related to working and taking role of human as it is wholly related to
activity or practice of humans.
How:
Majorly people working into company will help firm to achieve its goals targets, objective
with help of planning and then promoting into market which will allow people to buy products
and service of company. So it is included that human activity of marketing will influence
organisation on wider level so they should be taking part into this. Marketing is regarded to as
human activity which is directed towards selling concept and continuously evolving with help of
marketplace.
Q4. As per your thought is marketing about need and wants?
What:
Marketing will be included to as the basic plan which is very much essential for company
to include that would allow them to identify potential customers and competitors within market
area as well. As stated in the classical definition of marketing it is that process of satisfaction of
need and want of people which is termed by Philip Kotler in 1980. So all humans are having
need and want which is guiding them through path of contributing towards achieving their
satisfaction level. It becomes very important to distinguish between need and want as both of
them are core and fundamental concept that helps in developing understanding of marketing.
Both these terms are always used interchangeably which should not be done as it is important
for practitioner that they are knowing difference between need and want (Fanning, 2018; p, 14).
Marketing will be all about fulfilling the need and want of customers are people who are
purchasing products and service.
Figure 2: Need and want
[Source: Fanning, 2018]
MARKETING PLAN

24
All need and want of customers will deal with their existing budget and desire related to
what they are planning to purchase. Need is related to essential part of wellbeing that would be
related to anything that is important rather being just as desirable. As per Maslow who clearly
defines need as having hierarchy which is leading from highest to lowest like that of:
Self-actualisation need- This is need for all people which is related with complete potential
with sense of morality among people.
Esteem need- It is also a kind of need which should be fulfilled only after all other stated need
are been carried on including
competence, achievement and
acceptance.
Social need- This is the 3rd type of
need which people are having in
regard to social recognition and
respect from all others like that of
love, trust, friendship and intimacy as
well.
Safety need- This is related to
security of health, body and mind of
people so that they could feel secure and safe. It could also be insurance of people against any
theft and other negative circumstance so that risk and fear could be lower down.
Physiological need- This is very basic need for all human being which is related with
necessities in way of maintaining their life like that of sleeping, shelter, air and food.
So it is concluded that all these need and wants will be fulfilled with help of marketing
which is also related to completing task of people.
Why:
It is very important for this question to be included as will deal with understanding need
and want concept as per marketing concept. The need hierarchy theory of Maslow will be
assisting all marketing practitioner to clearly understand how the consumer will enter into buying
decision process. as the customers will be exposed to many need and want which is required to
be fulfilled in prospects of value for money, absence of price discrimination, improving their
esteem, being treated with respect by companies and feeling physically secure. So this question
will be defining why the question is been asked which will be enabling the practitioner of
marketing to clearly study about customer buying behaviour.
How:
MARKETING PLAN
Figure 3: Maslow need hierarchy assist marketing practitioner
to better understand buyer decision process.
[Source: Fanning, 2018]

24
With the help of this question this will enable people and staff members to explain how
marketing is laid down with impact of need and want of their customers. This will be helpful for
company that they could know what to advertise and it will be done as per the change taking
place of buying behaviour of customers. This will also influence organisation to greater extent
which is related to understanding conditions of market as whole.
Could a qualitative answer be most appropriate here?
 Yes ()
 No ()
Q5. As per your thought is marketing about satisfaction?
What:
As the definition of marketing which is given by Kotler it was included with marketing is
all about satisfying customer’s need and want. This will be exploring the concept of marketing
along with satisfaction of customer as it is identified to as primary and main factor. It is very
important to satisfy need and want of all customer of company which could be done with help of
doing good marketing. There was consumer pre-purchased which will be evaluating all post
purchase value and satisfaction (Fanning, 2018; p, 14). This will be fulfilling the need and want
of customers so that they are satisfied and remained loyal with company as well. With the help
this company will also be able to grab new customers and retain the old one. If the satisfaction
level of customers are more with the firm’s marketing activity then this means that management
is been able to relate their product’s purchase with that of their customer’s need to buy it.
Past experience of customer in regarding with pre and post purchase is something which
is always remembered by all customers so this will also be hindering or fostering the satisfaction
among them. If the company will be able to perceive what are the factors that influence
customers and their decision of buying products. The major factor like that of their taste and
preference or are they satisfied with what organisation or brand is providing them so that
satisfaction level could adchived
Why:
It is very much important for staff members of company to understand what their
customer’s need and want are and are these satisfied accordingly or not. If they are
understanding the fact that fulfilling customer’s need and satisfying them is very much essential
then they will surely link their goal with that of customer.
How:
This is beneficial for company to understand how important is satisfying all need and
want of customer will help their organisation in goal achievement. The demand of products and
MARKETING PLAN