Difference between selling and marketing.

Relationship Marketing.

Social Marketing

Strategic Planning in the Marketing.

Formulating the marketing plan.

Strategic planning

A Marketing Environment Analysis Framework

Step1: situation analysis

Step Two: Conduct a Situation Analysis Using SWOT

Political factors- Monopolies legislation, Environmental protection laws, Taxation policy, Employment laws, Government policy, Legislation

Economic factors- Inflation, Employment, Disposable income, Business cycles, Energy availability and cost

Socio-cultural factors- Demographics Distribution of income, Social mobility, Lifestyle changes, Consumerism, Levels of education

Technological factors- New discoveries and innovations, Speed of technology transfer, Rates of obsolescence, Internet, Information technology

Conducting PEST Analysis

Segmentation

Targeting

Positioning

Step 3: Identifying and Evaluating Opportunities Using STP

Step Four: Implement Marketing Mix and Allocate Resources

Step Five: Evaluate Performance and Make Adjustments

Relationship Marketing (or relationship

management) is a philosophy of doing

business, a strategic orientation that

focuses on keeping and improving current

customers rather than on acquiring new

customer.

What is relationship marketing?

Marketing designed to create,

maintain, and enhance strong

relationships with customers and

other stakeholders.

Definition of Social Marketing“Social Marketing is the application of commercial

marketing technologies to the analysis, planning,

execution, and evaluation of programs designed to

influence the voluntary behavior of target audiences

in order to improve their personal welfare and that of

their society”

Distinctive Features

Consumer orientation

Use commercial marketing technologies and theory

Voluntary behavior change

Targets specific audiences

Focus is on personal welfare and that of society

Potential Applications

Increase utilization rates

Improve client satisfaction

Improve job satisfaction

Enhance compliance

Formulation of Marketing Plan Defining an organisation’s marketing goals and objectives.

Determine what should be accomplished in the terms of marketing.

Let the customers know what one wants to sell and manufacture.

Assign a value to the plan’s outcome.

Take different ideas and different strategies which sets to the scenario.

Choose which strategy seems to be best and fits according to goals and needs.