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Marketing Process

The document outlines the strategic marketing planning process. It discusses analyzing market opportunities, developing marketing strategies according to product life cycle stages, planning marketing programs including the marketing mix of product, place, price and promotion, and managing the marketing effort. The key steps in the planning process are analyzing opportunities, developing strategies, planning programs, and managing the marketing effort. The marketing plan contains an executive summary, opportunity and issue analysis, marketing strategy, action programs, projected profits/losses, and controls.

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236 views

Marketing Process

The document outlines the strategic marketing planning process. It discusses analyzing market opportunities, developing marketing strategies according to product life cycle stages, planning marketing programs including the marketing mix of product, place, price and promotion, and managing the marketing effort. The key steps in the planning process are analyzing opportunities, developing strategies, planning programs, and managing the marketing effort. The marketing plan contains an executive summary, opportunity and issue analysis, marketing strategy, action programs, projected profits/losses, and controls.

Uploaded by

api-3741610
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 3

Strategic Planning Process in


Marketing
Objectives of the session

 Marketing Process
 Value Delivery Sequence
 Steps in the Planning Process
Marketing Process – Identifying
potential marketing
opportunities in the environment
,evolve suitable marketing
strategies and supervising the
implementation of these
marketing effort.
Marketing Process
 Traditional View

Make the product Sell the


product
Marketing Process
New View

Value creation Value delivery


Steps in the marketing process
 Analyzingthe Marketing
Opportunities

 Developing Marketing Strategies

 Planning Marketing Programs

 Managing the Marketing Effort


Steps in the marketing process
 1)Analyzing the Marketing
Opportunities
Market potential
Sales
Position

 Organizations that quickly transform


marketing opportunities into
successful products are called as
Steps in the marketing process

 2) Developing Marketing Strategies-

 Product development
 Product Life cycle Stages
Steps in the marketing process

 3) Planning Marketing Programs -

 Marketing Mix- Product


Place
Promotion
Price
 Budget Allocation
Steps in the marketing process

 4) Managing the Marketing Effort -

Taking necessary steps to control the


activities and put them on track.
Contents of marketing plan
1) Executive summary
2) Opportunity & issue analysis
3) Marketing strategy
4) Action programs
5) Projected profit or loss
6) Controls
Concepts learnt
• Marketing process
• Steps in planning process
• Analyzing market opportunities
• Developing marketing strategies: as
per PLC stage
• Planning marketing programs
• Managing the marketing effort
• Marketing plan

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