MANAGING THE MARKETING PROCESS

AND MARKETING PLANNING

 The Marketing process
To understand the marketing process, we must first look at the business
process. The task of any business is to deliver value to the market at a
profit.

Two views of the Value-Delivery Process

Make the Product Sell the Product

Design Advertise
Product Procure Make Price Sell /Promote
Distribute Service

(a) Traditional Physical Sequence

 Choose The Value Provide the Value Communicate the
Value
Customer Market selection/ Value Product Service Sourcing Distributing Sales
segment focus Positioning development development
Pricing
making Servicing
Salesforce
promotion
Advertising

(b) The Value Creation and Delivery Sequence

Value creation and Value delivery
processes concepts
1. Zero Customer Feedback Time
2. Zero Product Development Time
3. Zero Set-up Time
4. Zero Purchasing Time
5. Zero Defects
Marketing Process

-Consist of analyzing marketing opportunities,

researching and selecting target market, designing
marketing strategies, planning marketing program,
and organizing, implementing, and controlling the
marketing effort.
 Researching And Selecting Target Markets
and Positioning the Offer

-This requires estimating the market’s overall size, growth,

profitability, and risk.
-Marketers must understand the major techniques for
measuring market potential and forecasting future demand.
-Each technique has certain advantages and limitations that must
be understood by marketers to avoid their misuse.
Designing Marketing Strategies
-The art of new-product development calls for organization
this process effectively and using distinct decision tools and
controls at each stage of the process.

-After launch, the new product’s strategy will have to be

modified at the different stages in the products life cycle’s,
introduction, growth, maturity, and decline.
Planning Marketing Programs
-This is accomplished by making basic decisions on
marketing expenditures, marketing mix, and
marketing allocation.

-The company also has to decide how to divide the

total marketing budget among the various tools in
the marketing mix.

Marketing Mix
-Is the set of marketing tools that the firm uses to pursue its marketing
objective in the target market.
FOUR-FACTOR CLASSIFICATION OF
MARKETING-MIX TOOLS

PRODUCT
PRICE
PLACE
PROMOTION
Figure 4-5
Marketing Mix
Product variety
Quality Channels
Features Coverage
Brand name Assortments
Packaging PLACE Locations
PRODUCT Inventory
Sizes
Services Transport
Warranties Target Market
Returns
PRICE PROMOTION
List price Sales Promotion
Discounts Advertising
Allowance Salesforce
Payment Public relations
period Direct
Credit terms marketing
 SALES
PROMOTION

ADVERTISING
OFFER MIX

PRODUCTS
SALESFORCE DISTRIBUTION TARGET
COMPANY SERVICES
PRICESD CHANNEL CUSTOMERS

PUBLIC RELATIONS

DIRECT MAIL AND

TALEMARKETING
 4 P’s 4 C’s
• Product Customer needs and wants
• Price Cost to the customer
• Place Convenience
• Promotion Communication
Organizing Implementing, and Controlling
the Market Effort
The final step in the marketing process is organizing the marketing
resources and implementing and controlling the marketing plan.

Marketing organizations are typically headed by a marketing vice-

president who performs two task:

(1)To Coordinate the work of all the marketing personnel.

(2)To work closely with the other functional
vice-presidents.
Three Types of Marketing Control

1) Annual-Plan Control
2) Profitability Control
3) Strategic Control
 MARKETING
DEMOGRAPHIC/ INTERMEDIARIES TECHNOLOGY/
ECONOMIC PHYSICAL
ENVIRONMENT MA ENVIRONMENT
NG PLA RKE
A RKET I IO N T
SYS NNI ING
M T
RMA TEM NG
INFO M
E
SYST
PRODUCT

PLACE TARGET PUBLICS

SUPPLIERS PRICE
CUSTOMERS

PROMOTION
MA G ND
SYS RKET R K ETIN TION A
TEM ING MA ANIZA ATION
T
POLICAL/ LEGAL CO ORG EMEN
N L
TRO IM P E M
ENVIRONMENT L SYS
T SOCIO/ CULTURAL
ENVIRONMENT
COMPETITORS
 CURRENT MARKETING SITUATION
>This section present relevant background
data on market, product, competition And microenvironment.

>The data will be drawn from a product fact book

maintain by the product manager.
1. MARKET SITUATION

- Data are presented om the target (size)

(growth of the market) in unit or in total and by
market & geographic segment.

2. DISTRIBUTION SITUATION

- This section present data on the SIZE, and

IMPORTANCE OF EACH DISTRIBUTION
CHANNEL.
2. PRODUCT SITUATION
- Here the SALES, PRICES, CONTRIBUTION MARGINS,
and PROFITS.

3. COMPETITIVE SITUATION
-Here the major competitor are identified and the describe in
terms of their SIZE, GOALS, MARKET SHAPE, PRODUCT
QUALITY, MARKETING STRATEGY, and other characteristics
that are needed their intentions & behavior.
OPPORTUNITY AND ISSUES ANALYSIS

1. OPPORTUNITIES / THREATS ANALYSIS

2. STRENGHTS / WEAKNESSES ANALYSIS

3. ISSUE ANALYSIS
OBJECTIVE
At this part the product manager must
decide on the plan’s objective.

Two (2) Types of Objectives:

1. FINANCIAL OBJECTIVE

2. MARKETING OBJECTIVE
MARKETING STRATEGY
The product manager now outline the broad
Marketing strategy or “GAME PLAN”

ACTION PROGRAM
The strategy statements represent the broad marketing
thrusts to achieve the business objective

-What should be done? - When will be done?

- who will do it? -How much will it cost?
CONTROL

The last section of the plan outlines the controls

for monitoring the plan’s progress.

Higher management can review the result each

period. And spot business that are not attaining
their goals.
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