Managing the Marketing Effort: The Marketing Process

Marketing Process – is the process of discovering unfilled customers

needs. It involves identifying opportunities, target market, designing and
planning market strategies and programs and organizing, implementing,
monitoring and controlling the result.
The Marketing Process:
1. Analyzing marketing opportunity
2. Specific target analysis
3. Designing Marketing Strategies
4. Planning Marketing Programs
5. Organizing, Implementing and Controlling the Marketing Effort
Designing Marketing Strategies (vision – objective – strategy)
Marketing Strategies can be defined as comprehensive programs of
action involving the use of organizational resources to achieve
marketing objectives.
Planning of Marketing Programs
The Planning of marketing programs involve developing and
Implementing action plans or tactics under each strategy. Action plans
or tactics conventionally use the marketing mix as the foundation of
implementation.
Marketing Mix
(4Ps) Product, Price, Place, & Promotion
(7Ps of Marketing) + People, Packaging, and Positioning
The fourth P (promotion) assumes a major role in the
implementation of the company’s market penetration
strategy. Product advertising (advertising) may be released
and broadcast in advance to create and sustain new
product awareness. There will be product sampling
(consumer promotion) during the first three weeks of the
product launch. A social media account will be created
(social networking) to harness the influence of the internet
on the new products target market.