The Marketing Management Process
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The Marketing Management 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.
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Slideshow to the video «The Marketing Management Process»
Transcript of 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
The 4 CsMarket Opportunity Analysis
- COMPETITION
- CUSTOMERS
- COMPANY
- CONTEXTMacro-environmental(PESTED)
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
Forecasting and Market ResearchMeasuring Market Opportunites
Forecasting and Market ResearchMeasuring Market Opportunites
- Statistical methods- Surveys- Observations
- Analogies- Market tests- Experienced judgement
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
Segmentation, Targeting, Positioning
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
The 4 PsMarketing Programme Components
- PRODUCT OFFERING
- PRICE
- PROMOTION
- PLACEdistribution channeldecision
The 4 PsMarketing Programme Components
- PRODUCT OFFERING
- PRICE
- PROMOTION
- PLACEdistribution channeldecisionThe Marketing Mix!
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
Marketing Strategiesfor selected situations
Marketing Strategiesfor selected situations
Marketing Strategiesfor selected situations
- for NEW markets
- for GROWING markets
- for MATURE markets
- for DECLINING markets
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
Marketing Strategiesfor selected situations
The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
Marketing Strategiesfor selected situationsTh
e Ma
rket
ing
Pla
n!
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