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Week 5 Marketing Process

Marketing is the process of communicating product value to customers for sales, involving a continual interaction between customers and organizations. The marketing process includes steps such as situation analysis, strategy formulation, marketing mix decisions, and implementation. Tools like SWOT and PEST analyses are utilized to identify opportunities and challenges within the marketing environment.

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Sirr Bry An
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4 views11 pages

Week 5 Marketing Process

Marketing is the process of communicating product value to customers for sales, involving a continual interaction between customers and organizations. The marketing process includes steps such as situation analysis, strategy formulation, marketing mix decisions, and implementation. Tools like SWOT and PEST analyses are utilized to identify opportunities and challenges within the marketing environment.

Uploaded by

Sirr Bry An
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Marketing

Marketing is the process


of communicating the value of
product
a to customers, for the
purpose of selling that product
(goods or services).
Another simple definition
of "marketing" is "managing
profitable customer
Marketing Process
⚫Marketing process involves ways that value
can be created for the customers to satisfy
their needs.
⚫Marketing process is a continual series of actions
and reactions between the customers and the
organisations .
⚫In marketing process the situation is analysed to
identify opportunities, the strategy is formulated
for a value proposition, tactical decisions are
taken, plan is implemented, and results are
monitored
Steps in Marketing Process
Steps in Marketing Process
Following are the steps involved in the Marketing
Process

⚫Situation Analysis
⚫Marketing Strategy
⚫Marketing Mix Decision
⚫Implementation and
Steps in Marketing Process
1. Situation Analysis
Situational and environmental analysis is done to
identify the marketing opportunities, to understand
own capabilities, and to understand the environment
which the firm is operating.
5-C Analysis (Company,Customers,Competitors,
Collaborators,Climate) represents the internal situat
PEST Analysis for macro environmental,political,econ
societal,& technological factors
SWOT Analysis (Strength,Weaknesses,Opportunities
Threats)
Steps in Marketing Process
⚫2. Marketing Strategy
After identifying the marketing opportunities, a
strategic plan is developed to pursue the
identified opportunities. It involves
Segmentation & Target Marketing
3. Marketing Mix Decisions
Marketing Mix Strategies are controled able
strategies which afirms blend that gives you the
desired result of your chosen market
At this step detailed tactical decisions are made
for the controllable parameters of the marketing
mix. It includes
4 P’S- Product development decisions, product
Steps in Marketing Process
⚫4. Implementation and
Control
Finally, the marketing plan
is implemented and the
results of marketing efforts
are monitored to adjust the
Competitors
SWOT Analysis
Strengths
⚫ Well developed strategy
⚫ Good marketing skills and services
⚫ Parent support
⚫ Company image
⚫ Products innovation
⚫ Good financial position

Weaknesses

⚫ Limited distribution channels


⚫ No outlet in Pakistan
⚫ More concerned about profit
Opportunities

⚫ Support from foreign investors


⚫ Enhance distribution channels
⚫ Changing social trends
⚫ Market growth

Threats

⚫ Govt. regulations
⚫ Increase in competitions
⚫ No Entry barrier
⚫ Un favourable changes in customer's demand

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