Marketing Process

Chapter 3 Strategic Planning Process in Marketing

Objectives of the session  Marketing

Process  Value Delivery Sequence  Steps in the Planning Process

Marketing Process – Identifying potential marketing opportunities in the environment ,evolve suitable marketing strategies and supervising the implementation of these marketing effort.

Marketing Process  Traditional

View

Make the product product

Sell the

Marketing Process New View Value creation

Value delivery

Steps in the marketing process  Analyzing

the Marketing Opportunities

 Developing  Planning

Marketing Strategies

Marketing Programs

 Managing

the Marketing Effort

Steps in the marketing process  1)

Analyzing the Marketing Opportunities Market potential Sales Position 

Organizations that quickly transform marketing opportunities into successful products are called as

Steps in the marketing process 

2) Developing Marketing Strategies-

 Product

development  Product Life cycle Stages

Steps in the marketing process 

3) Planning Marketing Programs -

 Marketing

Mix- Product Place Promotion Price  Budget Allocation

Steps in the marketing process  4)

Managing the Marketing Effort -

Taking necessary steps to control the activities and put them on track.

Contents of marketing plan 1) 2) 3) 4) 5) 6)

Executive summary Opportunity & issue analysis Marketing strategy Action programs Projected profit or loss Controls

Concepts learnt • • • • • • •

Marketing process Steps in planning process Analyzing market opportunities Developing marketing strategies: as per PLC stage Planning marketing programs Managing the marketing effort Marketing plan