Dr. Phillip Kotler Asks Four Questions For A Good Marketing Plan

What Makes A Good Marketing Plan?

In Dr. Phillip Kotler’s classic textbook, Marketing Management, he asks four questions for evaluating a good marketing plan.  Often, a marketing plan is either ignored or quickly created without the proper food for marketing thought.  A marketing plan is like the rudder of a ship, especially when your company has to navigate the dangerous waters of competition.  Your plan is your blueprint.  It guides your company.  It guides where your product is located in the product life cycle.  Don’t neglect a good marketing plan.

Below are four key questions Dr. Phillip Kotler asks regarding marketing plans:

1. Is the plan simple?  Is it easy to understand and act on?  Does it communicate its content clearly and practically?

2. Is the plan specific?  Are its objectives concrete and measurable?  Does it include specific actions and activities each with specific dates of completion, specific persons responsible, and specific budgets?

3. Is the pan realistic?  Are the sales goals, expense budgets, and milestone dates realistic?  Has a frank and honest self-critique been conducted to raise possible concerns and objections?

4. Is the plan complete?  Does it include all the necessary elements?  Does it have right breadth and depth?

Source: Adapted from Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans (Eugene, OR: Palo Alto Software, 2000)

By the way, Business Plan Pro software is a great starting point for writing your business plan.  Take a peak:

http://www.paloalto.com/

Now, go plan…

By Stuart Atkins