The document outlines the process of marketing management which includes 4 key steps: 1) situational analysis to determine strengths, weaknesses, opportunities, and threats, 2) formulation of a marketing plan and program to achieve business goals, 3) implementation of the marketing program through tasks, targets, and responsibilities, and 4) marketing control to measure performance against standards and take corrective action. The situational analysis examines internal factors within the organization and external factors in the customer, competitor, market, and broader environment. The marketing plan then develops strategies and contingency plans to achieve the mission.

1. Process of Marketing
Management
Dr. Gopal Thapa
Tribhuvan University

2. Process of Marketing Management
 Situational analysis
 Formulation of marketing plan and program
 Program implementation
 Marketing control
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3. Situation Analysis
 Marketing management starts with situational
analysis
 It determines the marketing planning and
implementation
 It is popularly known as SWOT analysis
 (Strength, Weakness, Opportunities, Threats)
 It is related with internal and external factors
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4. Internal analysis
 Related with strength and weaknesses
 Competencies and assets
 It is located inside the organization
 This analysis is focused around the functional
areas such as: marketing, finance, human
resources, infrastructure, operations etc.
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5. External Analysis
 It is related with factors located outside the firm
 It is related with opportunities and threats
 Some external factors are:
 Customer analysis (Buying process, influences, customer
value, and satisfaction etc.)
 Competitor analysis (Strength, weakness, reaction pattern,
strategic options)
 Market analysis (Size, growth, profit potential, cost and
distribution structure, key success factors)
 Environmental analysis (PEST)
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6. Formulation of Marketing Plan
and Program
 Determining the business mission and goals (What
the firm want to achieve?)
 Developing strategic plan (How it achieves the business
mission and goals?
 Specifying operational tasks (What actions will be taken to
implement the strategies and achieve the goals?)
 Designing contingency strategies (What alternative
strategies can be implemented in case of changes in marketing
environment?
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7. Marketing Program Includes
 Assigning jobs to different departments
 Assigning targets to each departments
 Assigning authority and responsibility
 Determining channel of communication, reporting
system and performance evaluation
 a
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8. Program Implementation
 Success of marketing depends of effective
implementation
 Assigning task, target, authority, responsibility, to
each unit and personal as per planning
 Organizational structure, job assignment, territory
allocation as per planning
 Establishment of functional relationship
 Effective coordination and cooperation with
outsiders (Suppliers, transport company, research firms, ad
agencies)
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9. Marketing control
 Control based on cost, profit, sales, market share
 Control based on efficiency of marketing units,
tasks and personnel
 Control based on overall effectiveness of
marketing goal and customer satisfaction
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10. Marketing Control
 Setting standard
 Measuring actual performance
 Comparing standard and actual
 Correcting action
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11. Any Query
?
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12. Thank you
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