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Category: Business and Industry
Date Submitted: 05/04/2014 11:41 PM
PROGRAMMING MARKETING EFFORT
Luiz Carlos Bresser Pereira
Trabalho para o curso de William Lazer, inverno 1961. Michigan State University, East Lansing: MI.
Marketing Program and Marketing Plan
Sometimes marketing program is used as a synonym for marketing plan, sometimes the word plan is used with a more general meaning than the word program. The plan would establish the over-all marketing objectives and the basic strategies which will be used to achieve such objectives; the program would contain the same elements, but would enter in more details, determining specifically what is to be done, when it is to be done, and who is to do it. Although the last approach seems to be acceptable, the establishment of a clear cut separation between a plan and a program is of secondary importance. Since what is meant by programming is clear, that will be enough. Maybe this question may become clearer with the following idea: a program is a plan with action connotation. This does not mean that a plan is static while a program is dynamic, but only that, when the word programming is used, it is immediately implied the idea of action, of effort: of allocation of effort among several areas of action, and of scheduling such an action during a determined period. A marketing program is a device for thinking ahead; for establishing clearly objectives and strategies; for coordinating and balancing human, material and monetary effort so as to maximize results (input-output approach); for assigning responsibilities; and for controlling and reappraising activities. The alternative to programming the marketing effort is the opportunistic
approach. According to this approach the marketing executive should not program his action, but rather be primarily concerned with the moves of competitors and the market trends, being prepared to take action whenever it is necessary. The weaknesses of such an approach are quite evident. It is a defensive, instead of aggressive view of the marked. It is...