4. THE TACTICAL MARKETING
PROCESS
COMPLEMENTING THE STRATEGIC MAERKETING
PROCESS, THE TACTICAL MARKETING PROCESS
DETERMINES THE MEANS OR TACTICS TO IMPLEMENT
THE STRATEGIES. IT INVOLVES THE IDENTIFICATION OF
SPECIFIC ACTIVITIES, TIMETABLES, RESPONSIBILITIES
AND BUDGETS AND THEIR IMPLEMENTATION
5. MARKETING MICRO
ENVIRONMENT
THE COMPANY- MARKETING MAYBE THE LIFEBLOOD OF AN ORGANIZATION.
SUPPLIERS- PROVIDE RAW MATERIALS,UTILITIES,LABOR,CAPITAL AND
EQUIPMENT.
MARKET INTERMEDIARIES- ARE CHANNELS THAT LINK THE ORGANIZATION
TO ITS CUSTOMERS.
CUSTOMERS- CREATE THE DEMAND FOR PRODUCT AND SERVICES.
COMPETITION- THE DEMAND FOR A COMPANIES PRODUCTS AND SERVICES
IS AFFECTED BY THE NATURE AND INTENSITY OF COMPETITION.
PUBLIC- INCLUDE ANY INDIVIDUAL OR ENTITY WHICH AN ACTUAL OR
POTENTIAL INTEREST IN THE COMPANY AND ITS PRODUCTS OR SERVICES.
6. MARKETING MACRO-
ENVIRONMENT
ECONOMIC MACRO-ENVIRONMENT- represents economic factors that can
directly affect an organization.
POLITICO-LEGAL MACRO-ENVIRONMENT- includes both political and legal
factors.
SOCIO-CULTURAL MACRO ENVIRONMENT- each geographical area has a specific
culture that dictates how business is conducted
DEMOGRAPHIC MACRO-ENVIRONMENT- consist of changes in population
characteristics
TECHNOLOGICAL MACRO-ENVIRONMENT- composed of current impending
technological change.
NATURAL MACRO-ENVIRONMENT- refers to natural resource input and
environmental concerns.
7. IDENTIFYING OPPORTUNITIES
AND THREATS
after relevant economic,politico-legal,socio-
cultural,demographic,technological,and natural macro-
environment factors have been identified and analyze the
company shall now proceed to identify threats or
oppurtunities among these factors.
although both opportunities and threats are external in
nature and essentially uncontrallable,opportunities are
favorable to a company and,therefore,can be capitalized on
while threats are unfavorable and require mitigation.
