the marketing management process
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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.
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Marketing
party 1 party 2exchange
product/service money
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Marketing Management- analyzing- planning- implementing- coordinating- controlling
- conception- pricing- promotion- distribution
Programs involving
...of goods, services and ideas.
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The Marketing Management Process Framework
What to do When to do it How to do it
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The 4 CsMarket Opportunity Analysis
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The 4 CsMarket Opportunity Analysis
- COMPETITION
- CUSTOMERS
- COMPANY
- CONTEXTMacro-environmental(PESTED)
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The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
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Forecasting and Market ResearchMeasuring Market Opportunites
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Forecasting and Market ResearchMeasuring Market Opportunites
- Statistical methods- Surveys- Observations
- Analogies- Market tests- Experienced judgement
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The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
Segmentation, Targeting, Positioning
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The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
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The 4 PsMarketing Programme Components
- PRODUCT OFFERING
- PRICE
- PROMOTION
- PLACEdistribution channeldecision
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The 4 PsMarketing Programme Components
- PRODUCT OFFERING
- PRICE
- PROMOTION
- PLACEdistribution channeldecisionThe Marketing Mix!
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The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
Marketing Strategiesfor selected situations
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Marketing Strategiesfor selected situations
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Marketing Strategiesfor selected situations
- for NEW markets
- for GROWING markets
- for MATURE markets
- for DECLINING markets
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The 4 CsMarket Opportunity Analysis
Forecasting and Market ResearchMeasuring Market Opportunites
The 4 PsMarketing Programme Components
Segmentation, Targeting, Positioning
Marketing Strategiesfor selected situations
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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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