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Chapter 3 Strategic Planning Process in Marketing
Objectives of the session <ul><li>Marketing Process </li></ul><ul><li>Value Delivery Sequence </li></ul><ul><li>Steps in t...
<ul><li>Marketing Process  – Identifying  potential marketing opportunities in the environment ,evolve suitable marketing ...
Marketing Process <ul><li>Traditional View </li></ul><ul><li>Make the product  Sell the product </li></ul>
Marketing Process <ul><li>New View </li></ul><ul><li>Value creation  Value delivery </li></ul>
Steps in the marketing process <ul><li>Analyzing the Marketing Opportunities </li></ul><ul><li>Developing Marketing Strate...
Steps in the marketing process <ul><li>1) Analyzing the Marketing Opportunities </li></ul><ul><li>Market potential </li></...
Steps in the marketing process <ul><li>2) Developing Marketing Strategies- </li></ul><ul><li>Product development </li></ul...
Steps in the marketing process <ul><li>3) Planning Marketing Programs - </li></ul><ul><li>Marketing Mix-  Product </li></u...
Steps in the marketing process <ul><li>4) Managing  the Marketing Effort - </li></ul><ul><li>Taking necessary steps to con...
Contents of marketing plan <ul><li>Executive summary </li></ul><ul><li>Opportunity & issue analysis </li></ul><ul><li>Mark...
Concepts learnt <ul><li>Marketing process </li></ul><ul><li>Steps in planning process </li></ul><ul><li>Analyzing market o...
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Marketing Process

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Transcript of "Marketing Process"

  1. 1. Chapter 3 Strategic Planning Process in Marketing
  2. 2. Objectives of the session <ul><li>Marketing Process </li></ul><ul><li>Value Delivery Sequence </li></ul><ul><li>Steps in the Planning Process </li></ul>
  3. 3. <ul><li>Marketing Process – Identifying potential marketing opportunities in the environment ,evolve suitable marketing strategies and supervising the implementation of these marketing effort . </li></ul>
  4. 4. Marketing Process <ul><li>Traditional View </li></ul><ul><li>Make the product Sell the product </li></ul>
  5. 5. Marketing Process <ul><li>New View </li></ul><ul><li>Value creation Value delivery </li></ul>
  6. 6. Steps in the marketing process <ul><li>Analyzing the Marketing Opportunities </li></ul><ul><li>Developing Marketing Strategies </li></ul><ul><li>Planning Marketing Programs </li></ul><ul><li>Managing the Marketing Effort </li></ul>
  7. 7. Steps in the marketing process <ul><li>1) Analyzing the Marketing Opportunities </li></ul><ul><li>Market potential </li></ul><ul><li>Sales </li></ul><ul><li>Position </li></ul><ul><li>Organizations that quickly transform marketing opportunities into successful products are called as Virtual Marketing Organizations (VMOs ) </li></ul>
  8. 8. Steps in the marketing process <ul><li>2) Developing Marketing Strategies- </li></ul><ul><li>Product development </li></ul><ul><li>Product Life cycle Stages </li></ul>
  9. 9. Steps in the marketing process <ul><li>3) Planning Marketing Programs - </li></ul><ul><li>Marketing Mix- Product </li></ul><ul><li> Place </li></ul><ul><li> Promotion </li></ul><ul><li> Price </li></ul><ul><li>Budget Allocation </li></ul>
  10. 10. Steps in the marketing process <ul><li>4) Managing the Marketing Effort - </li></ul><ul><li>Taking necessary steps to control the activities and put them on track. </li></ul>
  11. 11. Contents of marketing plan <ul><li>Executive summary </li></ul><ul><li>Opportunity & issue analysis </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Action programs </li></ul><ul><li>Projected profit or loss </li></ul><ul><li>Controls </li></ul>
  12. 12. Concepts learnt <ul><li>Marketing process </li></ul><ul><li>Steps in planning process </li></ul><ul><li>Analyzing market opportunities </li></ul><ul><li>Developing marketing strategies: as per PLC stage </li></ul><ul><li>Planning marketing programs </li></ul><ul><li>Managing the marketing effort </li></ul><ul><li>Marketing plan </li></ul>
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