Preparing an Integrated Marketing Plan and Program

Preparing an Integrated Marketing Plan is the third step in the marketing process. If you have not studied or visited the previous posts of the marketing process, you may first visit those posts:

Design Customer Value-Driven Marketing Strategy

Marketing Process – Understanding the Marketplace

Integrated Marketing Plan and Program

The company’s marketing plan which customers it will serve and how it will create value for these customers. Next, the marketer develops an integrated marketing program that will actually deliver the intended value to target customers. The marketing program builds customer relationships by transforming the marketing strategy into action.

The major marketing mix tools are classified into four broad groups, called the four Ps of marketing:

1. product
2. price
3. place
4. promotion

To deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must later decide to target consumers (place). Finally, it must communicate and interact with target customers about the offering and urge them of its merits (promotion). The firm must blend each marketing mix tool into a comprehensive integrated marketing program that communicates and delivers the intended value to chosen customers. Students explore marketing programs and the marketing mix in much more detail in later posts on this website.

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