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The Marketing Management process consists ofanalyzing marketing
opportunities, researching
and selecting target markets, designing marketingstrategies,
planning marketing programs, andorganizing, implementing, and
controlling themarketing effort.
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Marketingdepartment Inputs
Strategic planninganalysis
Marketing plans Business unit goals
Marketing
executionResults evaluation
Marketing
Department
Strategic
planningdepartment
Relationship between marketing and Strategic Planning
ANALYSING MARKET OPPORTUNITIES
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SmallCustomers MediumCustomers LargeCustomers
WordProcessors
Electronictypewriters
Electric
typewriters
PRODUCTS
MARKETS
PRODUCT/MARKET GRID FOR TYPEWRITERS
RESEARCHING AND SEARCHING TARGET MARKETS
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The Exchange ConceptThe Production ConceptThe Product ConceptThe
Sales Concept
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Just -in-TimeInsights : Critical forhyper-differentiation
Innovation:Vital forsustainablecompetitiveadvantage
Using globalanalytical
resources isthe way to go
Efficiency capturing/
sharing knowledge &creating expertcommunities a must
LEVERAGING KNOWLEDGE: 4 POINT PROGRAM FOR
MARKETERS
BASIS FOR COMPETITIVE ADVANTAGE
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CompanySuppliersMarketing Intermediaries
CustomersCompetitorsPublic
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A trend is a direction or sequence of eventsthat have some
momentum and durability
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World trade enablers
Asian economic power
Rise of trade blocs
International monetary crises
Use of barter & countertradeMove towards market
economies
Global lifestyles
Opening of new markets
Emerging translational firms
Cross-border strategic alliances
Regional ethnic & religious conflict
Global branding
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World population growthPopulation Age MixEthnic Markets
Educational GroupsHousehold PatternsShift from Mass market to
Micro markets
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Shortage of raw MaterialsIncreased Energy CostsIncreased
Pollution Levels
Changing Role of Governments
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Every new technology is a force for
creativedestruction.Transistors hurt the vacuum tube industry
Xerography hurt the carbon paper businessAutos hurt the
railroads Television hurt newspapers .
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LawsNorway bans several types of sales promotion-trading
stamps,contests, premiums-as unfair instruments
In India food companies special permission to launch brands
that
duplicate what already exists in the market
Government agenciesWhirlpool Corporation is one of the companies
to have establishedtoll free numbers with govt. for its
consumers.
Pressure groupsPolitical Action Committee (PACs) lobby with the
government forvarious issues.eg minority rights, consumer and women
rights.
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Society shapes our beliefs, values and NormsCultural
characteristics of interest to marketers
High persistence of core valuesMost Americans still believe in
work, getting married, in giving to charity andbeing honest.
Existence of sub culturesE.g. Star trek fans, Black Muslims
etc
Shifts of values through timePercentage of people who value
physical fitness and well-being has risensteadily
over the years
