{"id":4674,"date":"2016-02-13T01:22:28","date_gmt":"2016-02-13T01:22:28","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4674"},"modified":"2017-07-25T17:59:41","modified_gmt":"2017-07-25T17:59:41","slug":"reading-elements-of-the-marketing-plan","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/reading-elements-of-the-marketing-plan\/","title":{"raw":"Elements of the Marketing Plan","rendered":"Elements of the Marketing Plan"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\n<ul>\r\n \t<li>Describe the purpose of a marketing plan<\/li>\r\n \t<li>Explain why each key element of the marketing plan is important to the marketing team\u2019s successful implementation of\u00a0the overall plan<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h2>Charting the Course Ahead: The Marketing Plan<\/h2>\r\nMarketing exists in order to support an organization in achieving its strategic goals\u2013for growth, profitability, revenue, influence, and so on. As explained at the beginning of this course, the role\u00a0of marketing is <em>to identify, satisfy, and retain customers<\/em>. You have learned about many different tools marketers use to fill this role. The <strong>marketing plan<\/strong> is the guiding document used by marketing managers and teams to lay out the objectives that marketing efforts will focus on and the actions they will take to achieve these objectives.\r\n\r\nA comprehensive marketing plan paints the big picture of what is happening with an organization internally and externally. After analyzing the\u00a0marketing environment, the plan then recommends strategies and tactics aimed at helping the organization take full advantage of available opportunities and resources to accomplish\u00a0its goals. When a marketing plan is completed thoughtfully and skillfully, it helps marketers not only present the case for what they recommend doing, but it also creates a common vision within the organization about what's happening and how people and resources will come together to achieve that vision.\r\n<h2>What's in a Marketing Plan?<\/h2>\r\nYou may already be familiar with marketing plans from your\u00a0job experience or from your prior work in this course. Different marketers may use a variety of different formats to create a marketing plan, but most marketing plans include common elements that answer basic marketing questions such as the following:\r\n<ul>\r\n \t<li>What are our goals and strategy?<\/li>\r\n \t<li>Who are we trying to reach, and how will we reach them?<\/li>\r\n \t<li>What are we trying to communicate?<\/li>\r\n \t<li>What marketing strategies and tactics will we use to achieve our goals?<\/li>\r\n<\/ul>\r\nThe key elements of a marketing plan are described\u00a0in the table below.\r\n\r\nNote that these marketing plan elements correspond to a sample marketing plan template provided for use in this course. Because it is a template, or pattern, you can adapt and use it again\u2014perhaps at a future job. This particular marketing plan template was designed to align well with the structure and content of this course. The table also provides a reference to the course module where each marketing plan element was introduced and explained in greater detail.\r\n\r\nClick <a href=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/WM+Marketing\/MarketingPlanTemplateforMKTPlanModule.docx\">here<\/a> to download a copy of the Marketing Plan Template.\r\n<h3>Marketing Plan: Key Elements<\/h3>\r\n<table>\r\n<thead>\r\n<tr>\r\n<td><strong>Plan\u00a0Element<\/strong><\/td>\r\n<td><strong>Description<\/strong><\/td>\r\n<td><strong>Course Module Reference<\/strong><\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>Executive Summary<\/td>\r\n<td><strong><em>What is this plan about? <\/em><\/strong>\r\n\r\nSummary of key points from the marketing plan and what it will accomplish. It\u2019s an at-a-glance overview for a manager who may not have time to look over the whole thing.<\/td>\r\n<td>N\/A<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Company Profile<\/td>\r\n<td><strong><em>What organization are you marketing? <\/em><\/strong>\r\n\r\nBasic information about the organization, its offerings, and competitive set.<\/td>\r\n<td>N\/A<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Market Segmentation and Targeting<\/td>\r\n<td><strong><em>Who is your target audience? <\/em><\/strong>\r\n\r\nDescription of the market for the product or service in question, segments in this market, and targeting strategy the marketing plan will address.<\/td>\r\n<td>Segmentation and Targeting<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Situation and Company Analysis<\/td>\r\n<td><strong><em>What is your strategy, and why is it the right approach? <\/em><\/strong>\r\n\r\nSWOT analysis of the external marketing environment and the internal company environment, and marketing goals aligned with the company mission and objectives.<\/td>\r\n<td>Marketing Strategy<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Ethics and Social Responsibility<\/td>\r\n<td><strong><em>How will you demonstrate good corporate citizenship? <\/em><\/strong>\r\n\r\nRecommendations for how to address any issues around ethics, social responsibility, and sustainability.<\/td>\r\n<td>Ethics and Social Responsibility<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Marketing Information and Research<\/td>\r\n<td><strong><em>What information do you need to be successful, and how will you\u00a0get it? <\/em><\/strong>\r\n\r\nDiscussion of key questions that need to be answered, the information needed, and recommendations for how marketing research can provide answers.<\/td>\r\n<td>Marketing Information and Research<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Customer Decision-Making Profile<\/td>\r\n<td><strong><em>Who is your target customer, and what influences their buying decisions? <\/em><\/strong>\r\n\r\nProfile of the primary buyer(s) targeted in the marketing plan and factors that impact their choices.<\/td>\r\n<td>Consumer Behavior<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Positioning and Differentiation<\/td>\r\n<td><strong><em>What do you want to be known for? <\/em><\/strong>\r\n\r\nList of competitive advantages, positioning recommendations, and how to convince the market you are different and better.<\/td>\r\n<td>Positioning<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Branding<\/td>\r\n<td><strong><em>What is the brand you are building?<\/em><\/strong>\r\n\r\nBrand platform describing the brand: promise, voice, personality, positioning, and strategic recommendations for building the brand.<\/td>\r\n<td>Branding<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Marketing Mix (Four Ps)<\/td>\r\n<td><strong><em>How will you impact your target market? <\/em><\/strong>\r\n\r\nThis question is addressed by the strategic recommendations around each of the four Ps below.<\/td>\r\n<td>Marketing Function<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<ul>\r\n \t<li>Product Strategy<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td><strong><em>What are you offering to your target market? <\/em><\/strong>\r\n\r\nDescription of the product or service being marketed and recommended improvements to fit the needs of target segments.<\/td>\r\n<td>Product Marketing<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<ul>\r\n \t<li>Pricing Strategy<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td><strong><em>How are you pricing the offering? <\/em><\/strong>\r\n\r\nRecommendations on pricing strategy and why this approach makes sense.<\/td>\r\n<td>Pricing Strategies<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<ul>\r\n \t<li>Place: Distribution Strategy<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td><strong><em>How are you distributing the offering? <\/em><\/strong>\r\n\r\nRecommendations on distribution strategy and channel partners to improve the availability of your offering, and explanations of why\u00a0this approach makes sense.<\/td>\r\n<td>Place: Distribution Channels<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<ul>\r\n \t<li>Promotion: IMC Strategy<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td><strong><em>What marketing campaign(s) are you running?<\/em><\/strong>\r\n\r\nOverview of marketing strategy, objectives, messaging, and tactical approach for marketing campaign(s) to reach your target audiences.<\/td>\r\n<td>Promotion: IMC Strategy<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Measurement and KPIs<\/td>\r\n<td><strong><em>How will you measure the impact you\u2019re making? <\/em><\/strong>\r\n\r\nIdentification of key performance indicators (KPIs) and other metrics to monitor effectiveness of marketing campaign activities and provide clues about when to adjust course.<\/td>\r\n<td>Promotion: IMC Strategy<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Budget<\/td>\r\n<td><em><strong>How much will this cost? <\/strong><\/em>\r\n\r\nList of resources required to execute the marketing plan, how much they will cost, and how to stay within the allocated budget.<\/td>\r\n<td>Promotion: IMC Strategy<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Action Plan<\/td>\r\n<td><strong><em>What will it take to make this happen? <\/em><\/strong>\r\n\r\nA detailed, step-by-step plan about what needs to happen, when, and who\u2019s responsible for each step to execute the marketing campaign.<\/td>\r\n<td>Promotion: IMC Strategy<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Risk Factors<\/td>\r\n<td><strong><em>What are the risks of this approach? <\/em><\/strong>\r\n\r\nDiscussion of any significant risks or threats associated with this plan and contingency plans for addressing\u00a0them.<\/td>\r\n<td>Promotion: IMC Strategy<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nAfter this course, as you have the opportunity to develop marketing strategy and plans in the future, you may choose to use this template\u00a0in its entirety or adapt it to specific project needs.\r\n<h2>Focusing Purpose, Guiding Activity<\/h2>\r\nMarketing plans can be developed to focus in a variety of areas. A corporate marketing plan can be developed to promote the organization as a whole. Marketing plans may also focus on specific brands, products, services, market segments, and even to cover a set period of time, such as a quarterly marketing plan. To illustrate:\r\n\r\nCompany A\u00a0might develop and execute three distinct marketing plans that share some common elements, such as the situation and company analysis and the market segmentation. When it comes to specific target audiences, positioning, campaign objectives, and planning, the three marketing plans diverge to focus on different dimensions of the business:\r\n<ol>\r\n \t<li>A corporate marketing plan to direct marketing communications focused on the company as a whole and building its corporate brand<\/li>\r\n \t<li>A marketing plan focused on the launch and rollout of a new product line<\/li>\r\n \t<li>A marketing plan for expanding the customer base and revenue of an established product line<\/li>\r\n<\/ol>\r\nOn the other hand, Company B\u00a0might develop and execute a single marketing plan that incorporates several different campaigns targeting the\u00a0market segments served by its product and service portfolio. In this case, some sections of the plan are expanded to provide information, strategy, and planning focused on each target segment. This includes segment-specific customer profiles, positioning, IMC campaigns, and so forth.\r\n\r\nEither of these approaches could be exactly right for the organization, depending on its goals and objectives. What's most important is for the marketing plans to do a good job guiding marketing teams to formulate and execute marketing activities that are well aligned what the organization is trying to achieve. If multiple marketing plans are being developed and used, it is essential for marketing managers to make sure internal communication and sharing are happening between the marketing team members executing the plans. By sharing information about goals, messaging, timing, audience touch points, and other elements, marketers can avoid stepping on one\u00a0another's toes or creating confusion in the market. Ideally, teams can learn from one\u00a0another's successes and experiences so that the entire marketing effort becomes smarter and more efficient over time.\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/830","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<ul>\n<li>Describe the purpose of a marketing plan<\/li>\n<li>Explain why each key element of the marketing plan is important to the marketing team\u2019s successful implementation of\u00a0the overall plan<\/li>\n<\/ul>\n<\/div>\n<h2>Charting the Course Ahead: The Marketing Plan<\/h2>\n<p>Marketing exists in order to support an organization in achieving its strategic goals\u2013for growth, profitability, revenue, influence, and so on. As explained at the beginning of this course, the role\u00a0of marketing is <em>to identify, satisfy, and retain customers<\/em>. You have learned about many different tools marketers use to fill this role. The <strong>marketing plan<\/strong> is the guiding document used by marketing managers and teams to lay out the objectives that marketing efforts will focus on and the actions they will take to achieve these objectives.<\/p>\n<p>A comprehensive marketing plan paints the big picture of what is happening with an organization internally and externally. After analyzing the\u00a0marketing environment, the plan then recommends strategies and tactics aimed at helping the organization take full advantage of available opportunities and resources to accomplish\u00a0its goals. When a marketing plan is completed thoughtfully and skillfully, it helps marketers not only present the case for what they recommend doing, but it also creates a common vision within the organization about what&#8217;s happening and how people and resources will come together to achieve that vision.<\/p>\n<h2>What&#8217;s in a Marketing Plan?<\/h2>\n<p>You may already be familiar with marketing plans from your\u00a0job experience or from your prior work in this course. Different marketers may use a variety of different formats to create a marketing plan, but most marketing plans include common elements that answer basic marketing questions such as the following:<\/p>\n<ul>\n<li>What are our goals and strategy?<\/li>\n<li>Who are we trying to reach, and how will we reach them?<\/li>\n<li>What are we trying to communicate?<\/li>\n<li>What marketing strategies and tactics will we use to achieve our goals?<\/li>\n<\/ul>\n<p>The key elements of a marketing plan are described\u00a0in the table below.<\/p>\n<p>Note that these marketing plan elements correspond to a sample marketing plan template provided for use in this course. Because it is a template, or pattern, you can adapt and use it again\u2014perhaps at a future job. This particular marketing plan template was designed to align well with the structure and content of this course. The table also provides a reference to the course module where each marketing plan element was introduced and explained in greater detail.<\/p>\n<p>Click <a href=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/WM+Marketing\/MarketingPlanTemplateforMKTPlanModule.docx\">here<\/a> to download a copy of the Marketing Plan Template.<\/p>\n<h3>Marketing Plan: Key Elements<\/h3>\n<table>\n<thead>\n<tr>\n<td><strong>Plan\u00a0Element<\/strong><\/td>\n<td><strong>Description<\/strong><\/td>\n<td><strong>Course Module Reference<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Executive Summary<\/td>\n<td><strong><em>What is this plan about? <\/em><\/strong><\/p>\n<p>Summary of key points from the marketing plan and what it will accomplish. It\u2019s an at-a-glance overview for a manager who may not have time to look over the whole thing.<\/td>\n<td>N\/A<\/td>\n<\/tr>\n<tr>\n<td>Company Profile<\/td>\n<td><strong><em>What organization are you marketing? <\/em><\/strong><\/p>\n<p>Basic information about the organization, its offerings, and competitive set.<\/td>\n<td>N\/A<\/td>\n<\/tr>\n<tr>\n<td>Market Segmentation and Targeting<\/td>\n<td><strong><em>Who is your target audience? <\/em><\/strong><\/p>\n<p>Description of the market for the product or service in question, segments in this market, and targeting strategy the marketing plan will address.<\/td>\n<td>Segmentation and Targeting<\/td>\n<\/tr>\n<tr>\n<td>Situation and Company Analysis<\/td>\n<td><strong><em>What is your strategy, and why is it the right approach? <\/em><\/strong><\/p>\n<p>SWOT analysis of the external marketing environment and the internal company environment, and marketing goals aligned with the company mission and objectives.<\/td>\n<td>Marketing Strategy<\/td>\n<\/tr>\n<tr>\n<td>Ethics and Social Responsibility<\/td>\n<td><strong><em>How will you demonstrate good corporate citizenship? <\/em><\/strong><\/p>\n<p>Recommendations for how to address any issues around ethics, social responsibility, and sustainability.<\/td>\n<td>Ethics and Social Responsibility<\/td>\n<\/tr>\n<tr>\n<td>Marketing Information and Research<\/td>\n<td><strong><em>What information do you need to be successful, and how will you\u00a0get it? <\/em><\/strong><\/p>\n<p>Discussion of key questions that need to be answered, the information needed, and recommendations for how marketing research can provide answers.<\/td>\n<td>Marketing Information and Research<\/td>\n<\/tr>\n<tr>\n<td>Customer Decision-Making Profile<\/td>\n<td><strong><em>Who is your target customer, and what influences their buying decisions? <\/em><\/strong><\/p>\n<p>Profile of the primary buyer(s) targeted in the marketing plan and factors that impact their choices.<\/td>\n<td>Consumer Behavior<\/td>\n<\/tr>\n<tr>\n<td>Positioning and Differentiation<\/td>\n<td><strong><em>What do you want to be known for? <\/em><\/strong><\/p>\n<p>List of competitive advantages, positioning recommendations, and how to convince the market you are different and better.<\/td>\n<td>Positioning<\/td>\n<\/tr>\n<tr>\n<td>Branding<\/td>\n<td><strong><em>What is the brand you are building?<\/em><\/strong><\/p>\n<p>Brand platform describing the brand: promise, voice, personality, positioning, and strategic recommendations for building the brand.<\/td>\n<td>Branding<\/td>\n<\/tr>\n<tr>\n<td>Marketing Mix (Four Ps)<\/td>\n<td><strong><em>How will you impact your target market? <\/em><\/strong><\/p>\n<p>This question is addressed by the strategic recommendations around each of the four Ps below.<\/td>\n<td>Marketing Function<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li>Product Strategy<\/li>\n<\/ul>\n<\/td>\n<td><strong><em>What are you offering to your target market? <\/em><\/strong><\/p>\n<p>Description of the product or service being marketed and recommended improvements to fit the needs of target segments.<\/td>\n<td>Product Marketing<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li>Pricing Strategy<\/li>\n<\/ul>\n<\/td>\n<td><strong><em>How are you pricing the offering? <\/em><\/strong><\/p>\n<p>Recommendations on pricing strategy and why this approach makes sense.<\/td>\n<td>Pricing Strategies<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li>Place: Distribution Strategy<\/li>\n<\/ul>\n<\/td>\n<td><strong><em>How are you distributing the offering? <\/em><\/strong><\/p>\n<p>Recommendations on distribution strategy and channel partners to improve the availability of your offering, and explanations of why\u00a0this approach makes sense.<\/td>\n<td>Place: Distribution Channels<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li>Promotion: IMC Strategy<\/li>\n<\/ul>\n<\/td>\n<td><strong><em>What marketing campaign(s) are you running?<\/em><\/strong><\/p>\n<p>Overview of marketing strategy, objectives, messaging, and tactical approach for marketing campaign(s) to reach your target audiences.<\/td>\n<td>Promotion: IMC Strategy<\/td>\n<\/tr>\n<tr>\n<td>Measurement and KPIs<\/td>\n<td><strong><em>How will you measure the impact you\u2019re making? <\/em><\/strong><\/p>\n<p>Identification of key performance indicators (KPIs) and other metrics to monitor effectiveness of marketing campaign activities and provide clues about when to adjust course.<\/td>\n<td>Promotion: IMC Strategy<\/td>\n<\/tr>\n<tr>\n<td>Budget<\/td>\n<td><em><strong>How much will this cost? <\/strong><\/em><\/p>\n<p>List of resources required to execute the marketing plan, how much they will cost, and how to stay within the allocated budget.<\/td>\n<td>Promotion: IMC Strategy<\/td>\n<\/tr>\n<tr>\n<td>Action Plan<\/td>\n<td><strong><em>What will it take to make this happen? <\/em><\/strong><\/p>\n<p>A detailed, step-by-step plan about what needs to happen, when, and who\u2019s responsible for each step to execute the marketing campaign.<\/td>\n<td>Promotion: IMC Strategy<\/td>\n<\/tr>\n<tr>\n<td>Risk Factors<\/td>\n<td><strong><em>What are the risks of this approach? <\/em><\/strong><\/p>\n<p>Discussion of any significant risks or threats associated with this plan and contingency plans for addressing\u00a0them.<\/td>\n<td>Promotion: IMC Strategy<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>After this course, as you have the opportunity to develop marketing strategy and plans in the future, you may choose to use this template\u00a0in its entirety or adapt it to specific project needs.<\/p>\n<h2>Focusing Purpose, Guiding Activity<\/h2>\n<p>Marketing plans can be developed to focus in a variety of areas. A corporate marketing plan can be developed to promote the organization as a whole. Marketing plans may also focus on specific brands, products, services, market segments, and even to cover a set period of time, such as a quarterly marketing plan. To illustrate:<\/p>\n<p>Company A\u00a0might develop and execute three distinct marketing plans that share some common elements, such as the situation and company analysis and the market segmentation. When it comes to specific target audiences, positioning, campaign objectives, and planning, the three marketing plans diverge to focus on different dimensions of the business:<\/p>\n<ol>\n<li>A corporate marketing plan to direct marketing communications focused on the company as a whole and building its corporate brand<\/li>\n<li>A marketing plan focused on the launch and rollout of a new product line<\/li>\n<li>A marketing plan for expanding the customer base and revenue of an established product line<\/li>\n<\/ol>\n<p>On the other hand, Company B\u00a0might develop and execute a single marketing plan that incorporates several different campaigns targeting the\u00a0market segments served by its product and service portfolio. In this case, some sections of the plan are expanded to provide information, strategy, and planning focused on each target segment. This includes segment-specific customer profiles, positioning, IMC campaigns, and so forth.<\/p>\n<p>Either of these approaches could be exactly right for the organization, depending on its goals and objectives. What&#8217;s most important is for the marketing plans to do a good job guiding marketing teams to formulate and execute marketing activities that are well aligned what the organization is trying to achieve. If multiple marketing plans are being developed and used, it is essential for marketing managers to make sure internal communication and sharing are happening between the marketing team members executing the plans. By sharing information about goals, messaging, timing, audience touch points, and other elements, marketers can avoid stepping on one\u00a0another&#8217;s toes or creating confusion in the market. Ideally, teams can learn from one\u00a0another&#8217;s successes and experiences so that the entire marketing effort becomes smarter and more efficient over time.<\/p>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_830\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=830&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_830\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4674\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Reading: Elements of the Marketing Plan. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":8,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Reading: Elements of the Marketing Plan\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"ec73f573-3c21-4ae9-9a18-5379bb9cffa0","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-4674","chapter","type-chapter","status-publish","hentry"],"part":4671,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":4,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4674\/revisions"}],"predecessor-version":[{"id":5968,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4674\/revisions\/5968"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/4671"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4674\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=4674"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=4674"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=4674"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=4674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}