The document discusses the marketing process and two views of the value-delivery process. It outlines the traditional view of making a product first and then selling it versus a value creation view where companies see themselves as delivering value through product development, communication, and providing service. The marketing process consists of analyzing opportunities, developing strategies, planning programs, and managing the effort. For example, Atlas analyzes opportunities to improve typewriter performance and has a long-term goal to expand into more office equipment.

1. THE MARKETING
PROCESS
Presented by: Joyce Jaro

2. Objectives:
◦ To understand the marketing process
◦ To analyze the marketing opportunities
◦ To know why we develop marketing strategies
◦ To learn how to plan marketing programs
◦ To know how to manage the marketing effort

3. ◦Planning- is the integral part of the marketing process

4. TWO VIEWS OF THE
VALUE-DELIVERY
PROCESS

5. Traditional
physical
process
sequence
The traditional view
assumes that the
company knows what
to make and that the
market will buy
enough units to
produce profits for the
company.
Marketing takes place
in the second half of
the value-delivery
process
Make the Product
• Design product
• Procure
• Make
Sell the Product
• Price
• Sell
• Advertise/promote
• Distribute
• Service

6. Example:

7. Value
creation and
delivery
sequence
Instead of
emphasizing making
and selling,
companies that tales
this view of the
business process see
themselves as part of
a value creation and
delivery sequence
Choose the
value
• customer
segmentation
• market selection
• value positioning
Provide
the value
• product
development
• service
development
• pricing
• source making
• distributing
servicing
Commun
icate the
Value
• Sales force
• Sales
promotion
• Advertising

8. The Japanese have further developed this view by
promulgating the following concepts:
◦Zero customer feedback
◦Zero product-improvement time
◦Zero purchasing time
◦Zero setup time
◦Zero defects

9. MARKETING PROCESS
Consists of analyzing marketing opportunities, developing
marketing strategies, planning marketing programs and managing
the marketing effort.

10. For example: Atlas produces standard office electric
typewriters

11. First task: Atlas’s marketing managers analyze the long-run opportunities
in this market for improving the unit’s performance
Atlas’s long-run goal: to become a complete office-equipment
manufacturer