MARKETING MANAGEMENT BY KOTLER: SUMMARY (chapter 1 to 20) and Marketing Plan

1. Marketing-Kotler
Chapter 1-20
Marketing Plan

2. Marketing
• Marketing is about identifying and meeting
human and social needs.
• It is meeting needs profitably.
• Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.

3. Marketing Mix and Modern Marketing
Management P’s
• Marketing Mix:
• Product
• Price
• Place
• Promotion
• Packaging
• Modern Marketing
Management:
• People
• Processes
• Programs
• Performance

4. Corporate and Strategic planning
• Defining the corporate mission
• Establishing strategic business units
• Assigning resources to each strategic business
units
• Assigning growth opportunities

5. Business unit Strategic Planning
• Business mission
• SWOT Analysis
• Goal Formulation
• Strategy Formulation
• Program Formulation
• Implementation
• Feedback and Control

6. Types of Marketing Environment
• Demographic
• Economic
• Sociocultural
• Natural
• Technological
• Political-Legal

7. Marketing Research Process
• Define the problem, the decision alternatives,
and the research objectives
• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

8. The Marketing Funnel
Target
market
aware
Open to
trial
Recent
user
Regular
user
Most
often used
loyal

9. Buying decision process
• Problem recognition
• Information search
• Evaluation Of alternatives
• Purchase decision
• Post purchase behavior

10. Buying Center includes
• Initiators
• Users
• Influencers
• Deciders
• Approvers
• Buyers
• Gatekeepers

11. Major Segmentation variables for
consumer Markets
Geographic(region, city,
rural and semi-urban
areas)
Demographic(age,
family size, gender,
income, occupation,
education, socio-
economic classification)
Psychographic(lifestyle,
personality)
Behavioral(occasions,
benefits, user status,
usage rate, loyalty
status, readiness stage,
attitude towards
product)

12. Steps in the Segmentation Process
• Need-based Segmentation
• Segment identification
• Segment attractiveness
• Segment profitability
• Segment positioning
• Segment acid test
• Marketing mix strategy

13. Six types of Defend Strategies
• Position(defender)
• Flank
• Preemptive
• Counteroffensive
• Mobile
• Contraction

14. Market Challenger Strategies
• Defining the strategic objective and opponent
(it can attack the market leader, it can attack
firms not doing well and are underfinanced, it
can attack small local and regional firms)
• Choosing a general attack strategy
(frontal, flank, encirclement, bypass, guerrilla)
• Choosing a specific attack strategy

15. Market Followers Strategies
• Counterfeiter
• Cloner
• Imitator
• Adaptor

16. Product Life-cycles
• Introduction
• Growth
• Maturity
• Decline

17. Product Life-cycle Marketing Strategies
• Products have a limited life
• Product sales pass through distinct stages, each
posing different challenges, opportunities, and
problems to the seller
• Products rise and fall at different stages of the
product life-cycle
• Products require different marketing, financials,
manufacturing, purchasing, and human resource
strategies in each life- cycle stage.

18. Alternate ways to increase sales-
volume
• Expand the number of
users:
• Convert nonusers
• Enter new market
segments
• Attract competitors’
customers
• Increase the usage rates
among users:
• Have consumers use the
product on more
occasions
• Have consumers use
more of a product on
each occasion
• Have consumers use the
product in new ways

19. Positioning and Branding a Small
business
• Creatively conduct a low cost marketing
research
• Focus on building one or two strong brands
based on one or two key associations
• Employ a well integrated set of brand
elements
• Create buzz and a loyal brand community
• Leverage as many associations as possible

20. Stages of Brand development
• Identity (deep broad brand awareness)
• Meaning (P-O-P & P-O-D)
• Response (positive, accessible reactions)
• Relationships (intense, active loyalty)

21. Value creation Practices
• Social networking
• Impression management
• Community engagement
• Brand use

22. The Customer Value Hierarchy
• Core benefit
• Basic product
• Expected product
• Augmented product
• Potential product

23. The product Hierarchy
• Need family
• Product family
• Product class
• Product line
• Product type
• Item

24. ServQual Attributes
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles

25. Steps in Setting a Pricing Policy
• Selecting the pricing objectives
• Determining demand
• Estimating costs
• Analyzing competitors’ costs, prices and offers
• Selecting a pricing method
• Selecting the final price

26. Channel Design Decisions
• Analyzing customer needs and wants
• Establishing objectives and constraints
• Identifying major channel alternatives
• Evaluating major channel alternatives

27. Marketing Communication Mix
• Advertising
• Sales promotion
• Events and experience
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth
• Personal selling

28. Developing Effective Communication
• Identify target audience
• Determine the communication objectives
• Design the communication
• Select the communication channel
• Establish budget
• Decide on media mix
• Measure results
• Manage integrated marketing communication

29. Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement

30. Advertising Program
• Setting the objectives
• Deciding the advertising budget
• Developing the advertising campaign

31. Designing a Sales Force
• Sales force objectives
• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation

32. Managing the Sales Force
• Recruiting and selecting sales representatives
• Training sales representatives
• Supervising sales representatives
• Motivating sales representatives
• Evaluating sales representatives

33. Steps in Effective Selling
• Prospecting and qualifying
• Pre-approach
• Presentation and demonstration
• Overcoming objectives
• Closing
• Follow-up and maintenance

34. New Product Development Decision
process
• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Market testing
• Commercialization

35. Stages in Adoption Process
• Awareness
• Interest
• Evaluation
• Trial
• Adoption

36. Decisions in International Marketing
• Deciding whether to go abroad
• Deciding which markets to enter
• Deciding how to enter the market
• Deciding on the marketing program
• Deciding on the marketing organization

37. The Marketing Plan
1. Executive summary
2. Situation analysis:
• Market summary
• SWOT analysis
• Competition
• Product offerings
• Distribution

38. 3. Marketing strategy:
• Objectives
• Target markets
• Positioning
• Strategies
• Marketing mix
• Marketing research

39. 4. Financials
5. Controls:
• Implementation
• Marketing organization

40. Thank You