The marketing process consists of analyzing

marketing opportunities, researching and selecting

target markets, designing marketing strategies,
planning marketing programs and organizing,
implementing and controlling marketing effort.

The Marketing Process
Factors Influencing Company Marketing Strategy

1. Analyzing Market Opportunities

2. Selecting Target Markets

3. Developing Marketing Mix

4. Managing the Marketing Effort

Marketing Analysis
Marketing Planning
Implementation
Marketing Control
Strategic Control

The Marketing Process
Company analyzes its marketing opportunities through

Collecting information from marketing information
system, marketing intelligence system, and marketing
research system

Scanning the marketing environment

Analyzing consumer markets and buying behavior

Analyzing business markets and business buying
behavior

Analyzing industries and competitor or/ and competitors

1.Analyzing marketing opportunities
A company can not serve efficiently all markets

This process involves three steps:
Market segmentation:
The segmentation process divides total market into
market segments

Market targeting:
Target marketing determines which segment(s) are
pursued

Market positioning:
A process of occupying a distinctive position for product
in the minds of the customers relative to competitors
products

2. Selecting target markets

Strategy leads to tactics by way of the marketing mix:
The Four Ps product, price, place, promotion (seller
viewpoint)
The Four Cs customer solution, cost, convenience, and
communication (customer viewpoint)


3.Developing the marketing mix

Developing the Marketing Mix
The 4Ps 4Cs & 4As of the Marketing Mix
4 Ps
(Seller Point of
View)

Product
Price
Place
Promotion


-McCarthy
4 Cs
(Customer Point of
View)

Customer
Solution
Customer Cost
Convenience
Communication


-Robert Lauterborn

4 As
(Individual Point of
View)

o Acceptability
o Affordability
o Accessibility
o Awareness


-Jogodish Sheth
4. Managing Marketing Efforts
Marketing
Planning
Develop Strategic
Plans

Develop Marketing
Plans

Marketing Analysis of Companys Situation









Marketing
I mplementation

Carry Out
The
Plans























Control
Measure
Results
Evaluate
Results
Take
Corrective
Action
A.Marketing analysis:

Analyze markets & marketing environment to find
opportunities & avoid environmental threats

Provides information helpful in planning, implementation,
& control

B. Marketing planning

Decide on marketing strategies & tactics to attain
overall objectives

A marketing plan is needed for each business, product
and brand

4. Managing Marketing Efforts
Contents of Marketing Planning
Executive Summary: Main goals and recommendation
Current Marketing Situation: Market, Product, Competitive
Distribution,Macro-Envt.
Threats and Opportunity Analysis: SWOT
Objectives and Issues: Financial, Marketing
Marketing Strategy:Target market, Positioning,Price etc
Action Programs: What?When?Who? How?
Budgets: Profits
Controls:Contingency Plan
C. Marketing implementation

Turns plans into action
It addresses: Who? Where? When? How?
Needs people work together
Implementation depends on blends of people,
organization structure, decision & reward systems, &
company culture into cohesive action program

D. Marketing control

Operating control: Checking ongoing performance
against annual plan & taking corrective actions

Strategic control: Looking whether companys
strategies are well matched to its opportunities
Marketing audit

4. Managing Marketing Efforts
4. Managing Marketing Efforts
C.Marketing Implementation
Marketing Strategy


Implementation


Climate and
Culture
Action
Programs
Decision
and
Reward
Organizational
Structure
Human
Resources

Operating control: Checking ongoing performance
against the annual plan & taking corrective action when
necessary

Strategic control:Looking at whether the companys
basic strategies are well matched to its opportunities

D.Marketing Control Process

D.Marketing Control Process
Measure
Performance

What is
happening?
Evaluate
Performance

Why is it
happening?
Take
Corrective
Action
What should
we do about
it?
Set
Goals

What do
we want
to
achieve?