marketing budget

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Marketing budget
The marketing budget is a plan for the forthcoming year for the marketing department, outlining
what it hopes to achieve in terms of sales volume, sales revenue, expenditure and profit. It will often
outline the monthbymonth targets for the department and show the departmental personnel the
objectives that they need to achieve over the next 12 months.
The marketing department must ensure that it sets a budget based on the overall objectives of the
business, as well as taking into account any expected changes in the external environment (e.g. if
there is expected to be an economic downturn, then this needs to be translated into the sales and
revenue targets for the next 12 months).
There are several ways that a business may set its marketing budget:
Based on the amount of finance available. The amount of money and finance that is
available for the whole business will clearly affect the amount of planned expenditure within
each department. The biggest source of expenditure within the marketing department is often
the promotional campaigns.
Based on previous years' budgets. Some businesses will set the forthcoming year's
marketing budget based on last year's figures, including a small percentage change in each
category.
Based on the budgets of competitors. In very competitive industries (such as
supermarkets) the amount spent on advertising and other promotional campaigns may be in
relation to that spent by your main rivals.
Based on the sales levels from previous years. It may be the case that a business will use
a set percentage of last year's sales revenue figure for its budgetary expenditure figure for the
forthcoming year.
Based on the expected size of the product portfolio this year. If a business is planning
to expand its product portfolio this forthcoming year, then the marketing expenditure budget
will probably need to be set at a significantly higher level to reflect the extra money spent on
the launch and advertising of the new products.
Any differences between the budgeted figures and the actual outcomes are known as a variance.
Positive (i.e. favorable) variances occur where the actual amount of money flowing into the business
is more than the budgeted figure, or where the actual amount of money flowing out of the business is
less than the budgeted figure.
Negative (i.e. unfavorable) variances occur where the actual amount of money flowing into the
business is less than the budgeted figure, or where the actual amount of money flowing out of the
business is more than the budgeted figure.

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