2. What is Marketing ?
An organization function and a set of processes
for creating, capturing, communicating,
delivering value to customers.
Managing customer relationships in ways
that benefit the organization and
stakeholders.
3. The 3 Types of Marketing
Business-To-business (B2B)- - the process of
buying and selling goods or services to be used
in production of other goods and services.
For consumption by the buying organization or for resale by
wholesalers and retailers
Business-To- Consumer (B2C)- the process in which business sell to consumers
Consumer-To-Consumer(C2C)- the process in which consumers sell to consumers.
4. Marketing
Mix
Marketing mix is known also as the Four P’s
Four P’s are product, price, place, promotion
The controllable set of activities that a firm
uses to respond to the wants of its target
market
Includes multiple areas of focus.
5. Four P’s
Product- first of the four
P’s is for satisfying customer
needs (Creating Value)
Price- is everything the
buyer gives up, Money, time,
or energy in exchange for
product. (Delivering Value)
Place- getting product to the
right consumer at the right
time (Capturing Value)
Promotion – communicates
the value to the consumer
(Communicating Value)
6. Marketing
Plan
• A written document composed of an analysist of the
current markeing situation
• Includes opportunities and threats for the firm
• Marketing objectives an strategy specified in terms of
the four Ps
• 3 major phases are planning implantation and control
7. Swot Analysis
Conducting a
situational analysis
withing a marketing
plan
Internal environment
with regard to its
Strengths and Weakness
The external
environment in terms
of its Opportunities and
Threats
8. 5 Steps of
Marketing
Planning
Process
Step 5 evaluate performance using marketing metrics(performance)
Step 4 implement marketing mix and allocate resources
Step 3 identity and evaluate opportunities using segmentation or
targeting position (STP)
Step 2 Conduct a situation analysis
Step 1 define the business mission and objectives
9. Step 1:
Defining the
Business
Mission and
Objectives
• Make a mission statement - a broad
description of a firm’s objectives and the
scope of activities its plans to undertake
• What type of business ?
• What are the company objectives?
• What do we need to do to accomplish those
objectives
• 1st step of planning phase
10. Step 2: Conducting a Situation Analysis
Perform a Swot analysis
and situation analysis
Assesses how various
players affect the firm’s
potential success
Last step in planning
phase
Assess the
opportunities and
uncertainties of the
marketplace to changes
in CDSTEP forces
CDSTEP stands for
Cultural, Demographic,
Social, Technological
Economic and Political
forces
11. Step 3:
Identity and
evaluate
opportunities
using
Segmentation,
Targeting and
Positions
(STP)
• First step in implantation phase
• Identity and Evaluate opportunities to
increase sales and profits with STP
• Divide the marketplace into subgroups or
segments of target market
• Decide how to proceed with positioning the
products or services to meet needs of target
market
12. Step 4:
Implement
marketing
mix an
allocate
resources
Making important decision about how
to allocate scare resources in various
products and services.
Implementing the actual marketing
mix based on what the ideal target
market is ( last phase in
implementation on phase )
Means to increase customer value
13. Step 5: Evaluate Performance Using
Marketing Metrics
Completes the control phase
Evaluating the results of the strategy of an implantation program
Evaluating performance using marketing metrics
To compare results across regions, products lines, an time periods
Predict what will happen
