Explain How and Why the Process of Developing a Marketing

question 19

Essay

Explain how and why the process of developing a marketing plan might be more important than the marketing plan document itself. What are the benefits of the planning process irrespective of the actual outcomes of the process?

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Definitions:

Divisional Autonomy

The extent to which individual divisions or units within a larger organization are given the freedom to operate independently and make their own strategic decisions.

Selling Expenses

Costs incurred directly in the selling of goods or services, including advertising, sales staff salaries, and commission.

Shared Service Unit

An organizational unit that consolidates and provides specific services, such as HR or IT, to multiple departments within a company to improve efficiency and reduce costs.

Centralisation

The process of concentrating decision-making authority at higher levels of an organization, leading to centralized control.