Functional marketing plan development in department store retailing

An attempt is made to: 1. identify the nature and content of formal market plans in retail organizations, and 2. assess the relationship of various characteristics of the firm to the development of such plans. Questionnaires were distributed to the chief executive officers of multi-unit full- and li...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 1985-07, Vol.13 (3), p.161-182
Main Authors: Mason, J Barry, Mayer, Morris L, Koh, Anthony
Format: Article
Language:English
Subjects:
Business plans
Chief executive officers
Department stores
Functions
Management by objectives
Market planning
Marketing
Retail stores
Retailing
Strategic planning
Studies
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Summary:An attempt is made to: 1. identify the nature and content of formal market plans in retail organizations, and 2. assess the relationship of various characteristics of the firm to the development of such plans. Questionnaires were distributed to the chief executive officers of multi-unit full- and limited-line department stores. After 2 mailings to 672 stores, 92 usable responses were obtained. The research suggests that functional marketing plan development in retailing tends to last a year or less. In addition, the main responsibility for marketing plan development tends to belong to the general merchandise manager. Despite their short-term nature, the formal planning efforts of the retailing executives tend to reflect a keen awareness of the strengths and weaknesses of competitors. A variety of marketing plans are often developed; at many organizations, separate plans are developed by merchandise lines.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02729944