3. Exchange
The provision or transfer of goods, services, or
ideas in return for something of value
4. Marketing Mix
The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives.
Traditional 4 P’s v/s Modern 7 P’s
10. Strategic Planning
Strategic planning is defined as:
“The process of developing and maintaining a
strategic fit between the organization’s goals
and capabilities and its changing marketing
opportunities.”
11. Strategic Planning
Defining the purpose & mission
Setting Objectives & Goals
Designing the business portfolio
Developing detailed marketing plans
12. Strategic Planning
Identify strategic
Designing Business business units (SBUs)
Portfolio Assess each SBU:
The BCG growth-
Step 1: share matrix
Analyze the classifies SBUs into
one of four categories
current business using the:
portfolio Market growth rate
SBU’s relative
market share within
the market.
13. BCG Growth-Share Matrix
High
Market Question
Growth Stars
Marks
Low
Cash
Market Dogs
Cows
Growth
High Relative Low Relative
Market Share Market Share
14. Strategic Planning
Determine the future
Designing Business role of each SBU and
choose the
Portfolio appropriate resource
Step 2: allocation strategy:
Shape the future Build
Hold
business portfolio
Harvest
Divest
SBUs change
positions over time
15. Strategic Planning
Product/Market Expansion Grid
Existing Products New Products
Existing Market Product
Markets Penetration Development
New Market Diversification
Markets Development
16. Marketing System
The marketing system consists of an
organization engaged in marketing & serving
a market comprising direct and indirect
consumers & customers.
Exchange System
Organizational (Micro Environment) System
Macro environment System
17. Marketing Environment
It consists of the actors & forces to the
marketing that affect marketing
management's ability to develop and
maintain successful exchanges with its
customers"
20. Components of Marketing Environment
Macro Environment
Economic Environment
Political Environment
Social & Cultural Environment
Demographic Environment
Technological Environment
21. Marketing Planning
The process that leads to the development of
the marketing plan. (i.e. Strategic Planning
for marketing department)
SWOT Analysis
22. Marketing Process
Analyzing marketing opportunities
Selecting target markets
Developing the marketing mix
Managing the marketing effort