In contrast to this perspective, a Marketing Plan gives us the possibility of using a Mix or combination of controllable variables that allow us to establish a pro-active position in the Market.
Identifying and effectively serving our potential customers by engaging in direct competition and differentiating ourselves from our competitors through our strengths and advantages. A Marketing Plan defines the organization’s marketing objectives and strategies, which in turn support the organization’s overall goals.
Individuals in societies have been exchanging goods and services for thousands of years. Archaeologists tell us that during the Ice Age, mammoth hunters on the vast Russian steppe traded their wares for mollusk shells from the Mediterranean.
The word “market” refers to any arrangement that allows sellers and buyers to interact for the purpose of exchange, where microeconomic equilibrium is determined by a series of uncontrollable variables.