Budgeting and Schedules
The creation of a marketing plan (Figure 13.2), whether for an ongoing business or a new ven-ture, requires some attention to scheduling and budgeting. Table 13.6 sets out a plan of ad-vertising and distributor support for a new environmentally friendly product in the Ontario market. It is important to develop the promotion-distribution flow along with mileposts against which the entrepreneur can measure performance. It is important to have sales tar¬gets and market share objectives, but equally so is there a need for goals in promotion and distribution.
Typically schedules should include: