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The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy, who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning. [17] Phillip Kotler popularised this approach and helped spread the 4 Ps model.
Other objectives in a marketing plan include those for pricing, distribution, and advertising. Quinn describes marketing plans as generally concerned with "8 Ps": Price, Product, Promotion, Place, People, Physical environment, Process, and Packaging. It is important to put both quantities and timescales into the marketing objectives.
The rational planning model is a model of the planning process involving a number of rational actions or steps. Taylor (1998) outlines five steps, as follows: [ 1 ] Definition of the problems and/or goals;
The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. An organization's marketing planning process is derived from its overall business strategy.
Strategic planning is a process and thus has inputs, activities, outputs and outcomes. This process, like all processes, has constraints. It may be formal or informal and is typically iterative, with feedback loops throughout the process.
Contemporary service marketing texts tend to be organized around a framework of seven Ps or eight Ps. The 7 Ps comprises the original 4 Ps plus process, people, physical environment. [55] The eight Ps framework; comprises the 7 Ps plus performance which refers to the standards of service performance or service quality. [56]
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Strategic planning is a means of administering the formulation and implementation of strategy. Strategic planning is analytical in nature and refers to formalized procedures to produce the data and analyses used as inputs for strategic thinking, which synthesizes the data resulting in the strategy. Strategic planning may also refer to control ...