FEATURES OF MARKETING PLANNING IN DIFFERENT MARKETING CONCEPTS AND SPHERES OF USE

Abstract

Risky decisions, bold goals, aggressive competitive behaviour are justified only at systemic, not situational use of tools, methods and techniques of marketing. Indeed, marketing techniques, and especially marketing planning, provide with possibilities to develop adequate and realistic plans and programs of the development, based on researching and considering needs of target audiences. The role of marketing planning increases, obtains new content due to the influence of transformation of marketing concept. Moreover, the level of its implementation influences the effectiveness of marketing activity of institutions with different sectors and industries of national economy, each of which requires an adequate system of marketing planning. Article's aim is to identify the location of marketing planning in marketing management system, to study its features within various marketing concepts and applications, to clarify the nature and objectives of operational, tactical and strategic marketing planning. Marketing in modern organization has a number of features that allow to optimize management processes in various fields. Governance function of marketing management integrates with functions of planning, organizing, motivation and control. Marketing planning as a subsystem of marketing management system is associated with systematic search for opportunities to act and to predict the consequences of actions in defined conditions, along with the development of strategies and tactics laid down in particular areas of marketing policies of the organization. The author's approach to strategy development technology is based on marketing planning and involves the differentiation of three blocks – operational, tactical and strategic marketing planning. Notably, modern strategic marketing concepts (marketing, social, ethical, affiliated) establish new requirements for levels of procedures and risk, mobility, flexibility, variability of marketing plans, and, thus, of technology of marketing planning, which are currently based on databases, CRM-systems, optimization, stochastic and simulation models, budgeting, strategic analysis, etc. The complexity of the tasks of modern marketing concepts leads to the formation of business entities of specific marketing planning, where priority is given to considering characteristics, parameters of techniques for each concept and objects of specific marketing impact. The algorithm, structure, levels, formalization, methods, and tools of marketing planning are specific, depending on marketing concept in which the organization and the scope of its activities are developing. Strategic objectives of development programs are oriented on long-term cooperation with stakeholders, partnerships, forming an effective feedback system, an effective system of monitoring and adjustment purposes. The proposed scheme of strategy development is based on technology marketing planning and involves the differentiation of three blocks – operational, tactical and strategic marketing planning. This approach allows to select adequate marketing tools and integrate them in municipal management