The Marketing Management Process

The MarketingManagement Process

Study help by Sebastiano Mereu for the MARKETING course at Edinburgh Business School

Excerpts from the MARKETING textbook by John W. Mullins, Professor Orville C. Walker, Jr, and Professor Harper W. Boyd, Jr.

No copyright infringement intended.

Marketing

party 1 party 2exchange

product/service money

Marketing Management- analyzing- planning- implementing- coordinating- controlling

- conception- pricing- promotion- distribution

Programs involving

...of goods, services and ideas.

The Marketing Management Process Framework

What to do When to do it How to do it

The 4 CsMarket Opportunity Analysis

- COMPETITION

- CUSTOMERS

- COMPANY

- CONTEXTMacro-environmental(PESTED)

Forecasting and Market ResearchMeasuring Market Opportunites

- Statistical methods- Surveys- Observations

- Analogies- Market tests- Experienced judgement

Segmentation, Targeting, Positioning

The 4 PsMarketing Programme Components

- PRODUCT OFFERING

- PRICE

- PROMOTION

- PLACEdistribution channeldecision

- PRODUCT OFFERING

- PRICE

- PROMOTION

- PLACEdistribution channeldecisionThe Marketing Mix!

Marketing Strategiesfor selected situations

- for NEW markets

- for GROWING markets

- for MATURE markets

- for DECLINING markets

Marketing Strategiesfor selected situations

Marketing Strategiesfor selected situationsTh

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The Marketing Management Process

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Transcript of The Marketing Management Process

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