0
Definitions of marketing
‘Marketing is the management process that
 identifies, anticipates and satisfies customer
       ...
‘The right product, in the right
place, at the right time, and at the
            right price’
           Adcock et al
‘Marketing is the human activity
directed at satisfying human needs
  and wants through an exchange
              process’...
‘Marketing is a social and
  managerial process by which
  individuals and groups obtain
what they want and need through
c...
Implications of marketing
• Who are our existing / potential customers?
• What are their current / future needs?
• How can...
The marketing concept
• choosing and targeting appropriate
  customers
• positioning your offering
• interacting with thos...
Successful marketing requires:

• Profitable
• Offensive (rather than defensive)
• Integrated
• Strategic (is future orien...
Marketing management process
•   Analysis/Audit - where are we now?
•   Objectives - where do we want to be?
•   Strategie...
Why is marketing planning
           necessary?
• Systematic futuristic thinking by
  management
• better co-ordination of...
Upcoming SlideShare
Loading in...5
×

A.Introduction To Marketing Planning 1

551

Published on

This presentation wali lead you on how to plan for marketing

Published in: Business, Career
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
551
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
46
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "A.Introduction To Marketing Planning 1"

  1. 1. Definitions of marketing ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ The Chartered Institute of Marketing
  2. 2. ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al
  3. 3. ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980
  4. 4. ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991
  5. 5. Implications of marketing • Who are our existing / potential customers? • What are their current / future needs? • How can we satisfy these needs? • Can we offer a product/ service that the customer would value? • Can we communicate with our customers? • Can we deliver a competitive product of service? • Why should customers buy from us?
  6. 6. The marketing concept • choosing and targeting appropriate customers • positioning your offering • interacting with those customers • controlling the marketing effort • continuity of performance
  7. 7. Successful marketing requires: • Profitable • Offensive (rather than defensive) • Integrated • Strategic (is future orientated) • Effective (gets results) Hugh Davidson 1972
  8. 8. Marketing management process • Analysis/Audit - where are we now? • Objectives - where do we want to be? • Strategies - which way is best? • Tactics - how do we get there? • (Implementation - Getting there!) • Control - Ensuring arrival
  9. 9. Why is marketing planning necessary? • Systematic futuristic thinking by management • better co-ordination of a company’s efforts • development of performance standards for control • sharpening of objectives and policies • better prepare for sudden developments
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×