Service marketing
more frequent and larger purchases.
Chapter 3 It provides an overview of the four key phases of the marketing planning process. Phase 1:
Establishing the strategic context. Phase 2: Conducting a situation review.
Phase 3: Formulating marketing objectives and strategies. Phase 4: Allocating
budgets and developing a detailed firstyear implementation plan. These four
phases can be further broken down into ten interactive and interrelated process
steps: 1. Mission, 2. Corporate Objectives, 3. Marketing audit, 4. SWOT
analyses, 5. Key assumptions, 6. Marketing objectives and strategies, 7.
Estimate expected results, 8. Identify alternative plans and mixes, 9. Budget,
10
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