DEFINITION OF

MARKETING

MAR KETI NG I S A S OC I A L A ND M A NA GEM ENT

PR OCESS TH ROUG H WHI CH P EO P LE A ND
OR GANI ZAT I ON S FUL FI LL THEI R NEEDS A ND
DES I R ES BY PRODUC I N G A ND EX CHA NGI NG V AL U E
WI T H OTHE RS .

BUI LDI NG LUC RATI VE , V A LUE-DRI V EN EX CHA NGE

R EL ATI ONSHI PS WI TH CLI ENTS I S THE FO CUS O F
MAR KETI NG I N A MORE CO NS TRA I NED
COMMERCI AL S E TTI N G .
 THE CONCEPT OF
MARKETING

1 SATI SFY, CO N N ECT CU STO ME RS

ACTI VI TY TO I N T R O D UCE TH E
2
COMPANY' S PR O D U CT S

ANALYZE THEI R CO N S UME RS'

3 REQUI REMEN T S

BOOST SALES , MAXI MIZ E P RO F ITS, A N D

4 OUTPERFORM T H E CO MP E TITIO N
 DEFINITION OF
MARKETING PROCESSES:

THE P ROCES S ES O F RES E AR CH ,

DEV EL OPME NT, I MP L EME N T AT I O N ,
CON TROL , AND I M P RO VEM E N T

The goal of providing customers with

useful value and assisting businesses
in making profits.
AN OVERVIEW OF THE DIFFERENT MARKETING
PROCESSES

1. RES EARCH

2 . SEGMENT AT I O N - T AR GE TIN G-
POS I TI ONI NG

3 . MARKETI N G MI X

4 . I MPLEME N T AT I O N

4 . CONTROL
 THE ROLE OF A MARKETING MANAGER

1 C r e a t i n g con n e ct i o n s i n si de the co mp a n y a n d
t r a cki n g t he i mp l e me n t a t i o n o f the p la n .

2 En cour a g e a nd i n v o l v e o the r de p a rtme n ts to

compl e t e t hei r t a s ks o n t i me a s sche dule d.

3 Ev a l u a t i ng , a n d a l t e r i n g t he p l a n ' s p ha se s
he l p s e a ch de p a r t me n t a nd wo rk e r b e co me
mor e p r oduct i v e .
 THE RESPONSIBILITIES OF A
MARKETING MANAGER

CR EATE STRATE G I E S , FI ND S O LUTI O NS , A ND

COORDI NAT E TH E E XE C UTI O N O F THE CO M P AN Y' S
GOALS AND POL I C I E S .

MAN AGE CON N E C TI ONS WI TH CLI ENTS A ND KEEP

THEM CLOS E .

I N CHARGE OF AL L MAR K ETI NG I NI TI A TI V ES .

OVERSEE AL L MARKE TI NG P ERS O NNEL.
 THE INTERRELATIONSHIPS BETWEEN MARKETING
AND OTHER FUNCTIONAL UNITS

MAR KETI NG- F I N AN CE MAR KETI NG- H R MAR KETI NG- S AL ES

The ma r ket i ng d e p a r t me n t The r ole of HR wi ll b e t he ma r ket i ng bui ld s l o n g -

s e t s o ut t he s t r a t e g i e s, a nd b r i dg e so t ha t ma r ke t i n g ca n t e r m s t r a t eg i e s a n d sa l e s
t he f i n a nce d e p a r t me n t n e e ds communi ca t e a n d sa t i sf y f i rst ca n di r ect ly r e a ch
t o keep a cl ose e ye o n t he of a l l t he t a r g e t cust o me rs p ot ent i a l cust o me r s,
b udg et t o det e r mi n e t he c o s ts i n s i de t he co mp a n y. F r o m un der s t a nd t he i r
a n d r i s ks t ha t wi l l a r i s e i n the t he r e, t hey ca n d e v e l o p a t t i t udes, psycho l o g y.
f ut ur e. con t ent or pr o d uct s t o se ll to con sumer s.

e x t e r na l cust o me r s.
 The value and importance of the
marketing role in context of
organisation

1 MAR KETI NG I N CR EAS E S SA L E S, P RO F IT,

MAR KET SHAR E
T he key t o ev e r y o r g a n i z a ti o n i s ma xi mi z i n g
i n come, a nd ma r ke t i n g i s a cruci a l to o l f o r
a ch i e v i ng t hi s o b j e ct i v e .
2
Ma r ket i ng i s cr uci a l b e ca use i t e n a b le s
compa ni es t o ke e p a cl o se a n d l o n g- l a sti n g
r e l a t i o ns hi p wi t h t he i r cl i e n ts.
3 Ma i nt a i ni ng t i e s wi t h cli e n ts a n d b ui ld the i r
t r us t t hr oug h ma r ke t i n g . T he i n v o l v e me n t o f
n e w a nd ol d cli e n t s.
 MARKETING MIX

THE MARKE TI N G MI X I S A TY P E
OF MI X THAT AL L OWS A
COMPANY ORG AN I ZATI O N TO
GAT HER THE K E Y DATA
R EGARDI NG I TS PRODUCT.

THR OUGH T H E MARK E TI NG M I X ,

A PRODUCT ' S PRI C I N G , LO CA TI O N
OF SALE, AND OTH E R FA CTO RS
AR E ASSESS E D.
THE 7 MARKETING MIX FOLLOWS
(ROBERTSON, 2009)

- PR ODUCT

- PR I CE

- PLACE

- PR OMOTI ON

- PHYSI CAL EVI D EN CE

- PEOPLE

- PR OCESS
MARKETING MIX AND MARKETING
PROCESS IS USED TO ACHIEVE
BUSINESS OBJECTIVES

BUI LDI NG A N D MODIFYING AND EMPLOYI NG

R ET AI NI NG INTEGRATING THE I NDI CATORS TO
S TAKEHOLDE R MARKETING MIX TO AS S ESS THE S UC C E S S
CON NECTI ON S MATCH
S HI FTS I N A MARKE T
ENT ERI NG NE W ORGANIZATIONAL
THAT I S HI G H L Y
MAR KETS GOALS
COMPETI TI V E