The MARKETING MANAGEMENT PROCESS

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The MARKETING MANAGEMENT PROCESS
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The Evolution of Marketing

• Simple trade orientation
• Product orientation (1920s)
• Sales orientation (1930s)
• Marketing department orientation (1950s)
• Marketing company orientation (1960)
• Societal marketing orientation (1990s)

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The Marketing Concept
Total company effort (integration)
Customer Satisfaction
The Marketing Concept
Profit
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Differences in Outlook between Marketing and
Production-Oriented Management(p. 35)
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To understand the customer, take the customers
point of view.
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Marketing Management Process

• Planning marketing activities
• Directing the implementation of the plan
• Controlling the plan

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Marketing Strategy Planning

• Target Marketing
• Rifle Approach
• Shotgun Approach
• Marketing Mix
• Product
• Place
• Promotion
• Price

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Marketing Mix - Product

• Physical good or Service
• Features
• Quality level
• Accessories
• Installation

• Instructions
• Warranty
• Product lines
• Packaging
• Branding

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Marketing Mix - Place

• Objectives
• Channel type
• Market exposure
• Intermediaries
• Kinds/location of stores

• Transportation
• Storage
• Service levels
• Recruitment of internediaries
• Managing channels

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Marketing Mix - Promotion

• Objectives
• Promotional Blend
• Salespeople

• Advertising
• Sales Promotion
• Publicity

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Marketing Mix - Price

• Objectives
• Flexibility
• Level over product life cycle

• Geographic terms
• Discounts
• Allowances

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The needs of a target market often determine the
nature of the appropriate marketing mix.
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Marketing Plan

• The Marketing Mix
• What Company resources
• Expected Results

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Marketing Programrefer to p. 49