How can companiesImprove its

Marketing skills?

• Steps in the Marketing Process:– Analyzing market opportunities– Developing marketing strategies– Planning marketing programs– Managing the marketing effort

• Executive summary and TOC• Current situation• Opportunity and issue

analysis• Objectives

• Marketing strategy• Action programs• Financial

projections• Controls

Marketing Plan Contents

• Marketing Departments can be organized by:– Function– Geographic area– Products or brands– Customers or markets– Corporate divisions– Global aspects

• Building a Companywide Marketing Orientation Requires: – Commitment from top management– Training programs; employee empowerment– Recognitions and rewards programs– Modern marketing planning system– Process-outcome focus

• Injecting more creativity into the organization can be beneficial

• Successfully implementing programs requires four sets of skills:– Diagnostic skills– Identification of company level– Implementation skills– Evaluation skills

Thank You.Thank You.