28/02/2015

Marketing Management Process

Marketing
Research

Market Situation
Analysis and
Structure

Marketing Management
Process

Customer
& Product
Analysis

Competitio
n
Analysis

Trend/Marketing Environment

Marketing Strategy
Marketing Strategy
Design

Market Segment
Analysis

Market Target
Analysis

Brand Positioning
Analysis

Value based Differential and Competitive Advantage

Marketing Programs
Market Tactics Plan

Product Portfolio
& Pricing Strategy

Distribution
Strategy

Integrated Marketing
Communication

People, Process, Physical Environment

Implementing and Controlling Marketing Efforts

Control Strategy

Implementation and
Control

Budget and schedules

Personnel and responsibility
Benchmarking and monitoring
progress

Marketing Strategic
Information System
Salesperson productivity
system
Direct mail and fulfillment
system
Telemarketing system
Sales and marketing
management system

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Product Portfolio &

Pricing Strategy
Brand equity
New product/service
development
Product/service differentiation
Commodity
Pricing Strategies and
Programs

Distribution Strategy
Networks and channels
Retailing, wholesaling, and
logistics
Single or multiple
Direct/indirect
Coverage model
New vs. established

Skimming
Comparable
Penetration

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Integrated Marketing
Communication

Advertising
Sales Promotion
Events/Experiences
Public Relations
Personal Selling
Direct Marketing

Push vs Pull Strategy