Marketing Process
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Marketing Process

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Marketing Process Marketing Process Presentation Transcript

  • 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 Sell the product
  • Marketing Process
    • New View
    • Value creation Value delivery
  • Steps in the marketing process
    • Analyzing the Marketing Opportunities
    • Developing Marketing Strategies
    • Planning 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 Virtual Marketing Organizations (VMOs )
  • 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
    • 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