The Marketing Process

The strategic planning

Key Elements and business portfolio
analysis processes
Analyzing marketing help to identify and
opportunities evaluate marketing
Selecting target opportunities.
markets The purpose of the
Developing the marketing process is
marketing mix to help the firm plan
how to capitalize on
Managing the these opportunities.
marketing effort
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 The Marketing Process
The segmentation
Key Elements process divides the
total market into
Analyzing marketing market segments.
opportunities Target marketing
Selecting target chooses which
markets segment(s) are
Developing the pursued.
marketing mix
Market positioning
Managing the for the product is
marketing effort then determined.
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 Marketing Strategy

Strategy  Customers grouped

by:
1. Market  Geographic

Segmentation  Demographic
 Psychographic
2. Target marketing
 Behavioral
3. Market  Market segment is a
Positioning groups of consumers
who respond in
similar ways to
marketing efforts.

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 Marketing Strategy

Strategy  Evaluation of each

segment’s
1. Market attractiveness
Segmentation  Selection of
segments with
2. Target marketing
greatest long-term
3. Market profitability
Positioning  A company can
choose one or
several segments to
target

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 Marketing Strategy

Strategy  The place the product

occupies in the
1. Market consumer’s mind
Segmentation  Products are
positioned relative to
2. Target marketing competing products
3. Market  Marketers look for
clear, distinctive and
Positioning desirable place in
positioning

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 The Marketing Process
Competitor analysis
Key Elements guides competitive
marketing strategy
development.
Analyzing marketing Strategy leads to tactics
opportunities via the marketing mix:
Selecting target  The “Four Ps” – product,
markets price, place, promotion
(seller viewpoint)
Developing the  The “Four Cs” –
marketing mix customer solution, cost,
convenience, and
Managing the communication
marketing effort (customer viewpoint)

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 Marketing Mix

The marketing mix includes controllable

and tactical marketing tools knows as the
4P’s
The 4P’s include
Product
Place
Promotion
Price

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The Marketing Mix

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 The Marketing Process
Marketing analysis
Key Elements  Provides information
helpful in planning,
implementation, and
Analyzing marketing control
opportunities Marketing planning
Selecting target  Strategies and tactics
markets Marketing
implementation
Developing the
 Turns plans into action
marketing mix
Marketing control
Managing the  Operating control
marketing effort  Strategic control

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 Managing the
Marketing Effort
Marketing Functions  Finding
opportunities
• Analysis  Avoiding threats
• Planning  Understanding
strengths
• Implementation
 Analyzing
• Control weaknesses

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 Managing the
Marketing Effort
Marketing Functions  Marketing plans include:
 Executive summary
 Analysis of current
• Analysis situation
• Planning  Objectives

• Implementation  Targets and positioning

 Marketing mix
• Control
 Budget
 Controls

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 Managing the
Marketing Effort
Marketing Functions  Plans are turned
into action with
• Analysis day-to-day
activities
• Planning  Good
• Implementation implementation is
• Control a challenge

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 Managing the
Marketing Effort
Marketing Functions  Evaluation of the
results of
• Analysis marketing
strategies
• Planning  Checks for
• Implementation differences
• Control between goals and
performance

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 Managing the
Marketing Effort

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The Marketing Process

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