Managing Marketing process and marketing planning

1. MANAGING THE
MARKETING PROCESS
AND MARKETING
PLANNING
Chapter 4

2. BUSINESS PLAN
Purposes:
1. It serves to develop a strategy and
communicate it to higher levels of
management.
2. It serve as the justification of the budget
request.
3. It provides an instrument for monitoring
ongoing progress and making corrections
during the plan’s implementation.

3. MARKETING PLAN
is the central instrument for directing and
coordinating marketing effort.
Strategic Marketing Plan develops the broad
marketing objectives and strategy based on an
analysis of the current market situation and
opportunities.
Tactical Marketing Plan outlines the specific tactics
for the period, including
advertising, merchandising, pricing, channels, ser
vice and so on.

4. THE MARKETING PROCESS
Consists of analyzing marketing
opportunities, researching and selecting target
markets, designing marketing
strategies, planning marketing programs, and
organizing, implementing and controlling the
marketing effort.

5. TRADITIONAL PHYSICAL PROCESS SEQUENCE

6. THE VALUE CREATION AND DELIVERY SEQUENCE
Choose
the value
• Customer
segmentation
• Market
selection/
focus
• Value
positioning
Provide the
value
• Product
development
• Service
development
• Pricing
• Sourcing/
making
• Distributing/
servicing
Communicate
the value
• Salesforce
• Sales
promotion
• Advertising

7. The Japanese have further developed this view of the
value creation and value-delivery process by adding the
following concepts:
♦ Zero Customer Feedback Time: Customer feedback
should be continuously collcted after purchase to
learn how to improve the product and its marketing.
♦ Zero Product Improvement Time: The company
should evaluate all the customers’ improvement
ideas, as well as the employee ideas, and introduce
the most valued and feasible improvements as soon
as possible.
♦ Zero Setup Time: The company should be able to
manufacture any of its products as soon as they are
ordered, without facing high setup costs or time.
♦ Zero Defects: The products should be of high
quality and free of flaws.

8. ANALYZING MARKET OPPORTUNITIES
Any marketing manager must analyses the long-run
opportunities in the market to improve the
business unit’s performance.
Marketing research is an indispensable marketing
tool for this purpose, in that companies can serve
their customer markets well only by researching
their needs and wants, their location, their buying
practices and so on.

9. RESEARCHING AND SELECTING
TARGET MARKETS AND POSITIONING THE OFFER
Market segmentation
is the process of dividing a
market into distinct groups of buyers with different
needs, characteristics, or behavior who might
require separate products or marketing mixes.

11. Market targeting
is the process of evaluating each
market segment's attractiveness and selecting one
or more segments to enter.
Target Market
is a set of all actual and potential buyers.

12. Market positioning
is arranging for a product to
occupy a clear distinctive and desirable place
relative to competing products in the minds of
target consumers.