13.1 The Marketing Plan

13.2 Functions of the Marketing Plan

13.3 Forecasting

13.4 Ongoing Marketing Planning and Evaluation

Section 13.1 The Marketing Plan, Section 13.2 Functions of the Marketing Plan, Section 13.3 Forecasting, and Section 13.4 Ongoing Marketing Planning and Evaluation are edited versions of the chapter ‘Chapter 13: The Marketing Plan’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Combined Sections ‘The Marketing Plan’ and ‘Marketing Planning Roles’ were combined into one section titled ‘Section 13.1 The Marketing Plan’; Created new title for Figure 13.1: Marketing plans at the division level;  Created new title for Figure 13.3: Convincing stakeholders;  Created new title for Figure 13.4: Customer segments; Created new title for Figure 13.5: The economic climate; Created new title for Figure 13.6: Service support; Created new title for Figure 13.9: Market dynamics; Created new title for Figure 13.10: Test markets; Added learning objectives for sections 13.1, 13.2, 13.3 and 13.4.