Marketing- Philip Kotler the father of modern marketing, defined marketing as a process by which companies creates value for

customer and build strong customer relationship to capture value in return.

1. Process- Means series of action to be taken by the company.
2. Creating a value- So that the company create value for customer, the action they will take is to find out what their needs, wants
and demands.
3. Strong customer relationship- After creating that value, building strong customer relationship was also pointed out by kotler. This
will be possible if the company provides the following to its customer.
4. Capture the value in return- The value referred to here that the company can get from the customer is profit. Since customer will
patronize the company’s product and services.

Market research- Gather information about your target market audience, buyer, customer persona or demographics.
Example; Determine the viability of your product or services.
Know what they need.
Why is it important? You will know the demographics of the customer, if you are going to do a market research, of course when we
say demographics it includes their age, marital status, income status, employment, education, ethnicity and their likes. That means
you will know their salary range if they can afford the products or services you plan to offer. Not only that, you will also know the
customer’s problem and how you can help them.

Market research process

1. Define the problem
2. Assess information needs
3. Collect data
4. Analyze data
5. Make recommendation

Determine research design

Step 1- Define your aims and choose an approach
A. Quantitative approach- Deals with number and statistic
B. Qualitative approach- Deals with words and meaning
C. Mixed methods approach- Integrates aspect of both
Step 2- Types of research design
Quantitative
1. Descriptive
2. Correlation
3. Causal-comparative/ quasi-experimental
4. Experimental
Qualitative
1. Phenomenological
2. Ethnographic
3. Grounded theory
4. Historical
5. Case study
6. Action research
Mixed methods
1. Triangulation
2. Embedded
3. Explanatory
4. Exploratory
Step 3- Participants
Example; What population will you focus on?
How will you select a sample to collect data from?
Step 4- Data collection methods
1. Direct observation
2. Questionnaire and survey
3. Interviews
4. Focus group
5. Document Review
Step 5- Data collection methods
Example; How will you reliably measure your variables?
Whats steps will you take in collecting & managing the data?
Step 6- Data analysis strategies
Choosing statistical test that match you variables.
Planning your approach to coding & interpreting the data.

Methods of data collection

1. Direct observation
2. Questionnaire and survey
3. Interviews
4. Focus group
5. Document Review

Marketing plan- is an operational document that outlines an advertising strategy that an organization will implement to generate
leads and reach its target market. A marketing plan details the outreach and PR campaigns to be undertaken over a period, including
how the company will measure the effect of these initiatives.

Step 1. Do Your Research

Get a hold of data to inform your strategy all the way down the line. This could be primary research, like a survey to gather data
from your customers/visitors. It could also be secondary research, performed by another company, that you find online. There are
lots of great resources out there start with some of our favorites in the travel, tourism and hospitality industry.
Step 2. Write a Brand Summary
Start from the beginning. A clear understanding of your brand will strengthen your ability to differentiate your company from the
competition. Understand the following questions: Why & how did the brand start? What need did it fill? What are its values?
Step 3. Define Your Target Audience
Who is your target audience? Understand who you are talking to, what is important to them, what their wants and needs are, and
how your brand can fill them. Consider demographics, psycho-graphics, lifestyle, brand perception, and beliefs of your audience.
Step 4. Add a Situation Analysis
Strategic marketing plans must consider what is happening in the world around your organization. Consider trends, current issues,
competitors and the competitive environment when preparing your plan. Strengthen this section of your plan with a SWOT analysis.
Step 5. Outline Marketing Objectives
Good marketing objectives or goals will drive your marketing plan. These are obtainable goals that are set after you have identified
problems and opportunities. They are the highest level of your strategic thinking and each plan may have more than one. A strong
marketing plan will have measurable goals.
Step 6. Create the Marketing Strategy
The strategy is how you will achieve your objectives. It’s the big picture game plan on how objectives will be reached. The strategy
includes audience(s) to be targeted, desired positioning, allocation of resources and marketing mix. A plan may have multiple
strategies.
Step 7. List the Tactics and Implementation
A tactical marketing plan is an actionable marketing plan. These are the tasks; the detailed action plan that includes timing and
details of all major steps. Tactics include collateral, digital marketing, social media, websites, public relations, and trade shows.
Other tactics include conferences, email marketing, word of mouth, direct sales, and lead generation. These are all the things that
you will do in order to accomplish your objectives. This section includes a tactical implementation strategy and/or timeline.