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TheThe InfrastructureInfrastructure: Marketing: Marketing ManagementManagement
Prof. Rushen ChahalProf. Rushen Chahal
Principles of Marketing
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Prof. Rushen Chahal
Marketing plan is a document that outlines the
marketing strategy and marketing tactics for a
product or service.
Marketing Management SystemMarketing Management System
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Marketing Management SystemMarketing Management System
1. Marketing Strategic Systems
Strategic marketing develops and maintains astrategic fit between marketings goals, resources and
opportunities.
Strategic marketing plan is a document that lays out
the analytical and strategic aspects of the marketing
intent.
(strategic marketing plan = marketing plan !)
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Marketing Management SystemMarketing Management System
Marketing Integrated Tactical Systems
Tactical marketing defines the marketing
activities
The Marketing Mix
Product goods, quality, packaging
Price credit, discount, rebate
Promotion sales force, agents, advertising
Place location, stores, delivery
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Developing Marketing StrategyDeveloping Marketing Strategy
Abasic diagram/model that illustrates a
marketing planning process
Prof. Rushen Chahal
Planning /analysis
Strategy
formulation
Implementing /
controlling
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2. Strategic Business Units
Strategic business unit (SBU) is a unit of acompany with a different agenda from other
companys businesses
Company division Product line within a division
Single product or brand
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Core competency
a proficiency/skill that enables a company to deliver
unique value to customers
E.g. design, production,outsource
Competitive advantage
a position a firm occupies against its competitors
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Strategic marketing/business planning process (also
called a marketing plan):
1. Business mission
2. Marketing goal / objective
3. Current marketing situation (situational / SWOT
analysis)4. Strategy formulation
5. Implementation (action programs or 7s)
6. Evaluation / Control
Prof. Rushen Chahal
3. Marketing Strategic Planning
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4. Formulating Objectives and Goals
Mission statement: The organizations purpose, what it wants to
accomplish in the environment.
- values,markets, product
e.g. eBays mission:- to trade anything on an online platform.
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Developing Marketing StrategyDeveloping Marketing Strategy
Business objectives:- Corporate Goals
[LongTerm]
Marketing objectives:- Department
Goals [Short Term]
(Use the SMART acronym)
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Developing Marketing StrategyDeveloping Marketing Strategy
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Developing Marketing StrategyDeveloping Marketing Strategy
SWOT Analysis
Strengths include internal capabilities,
resources and other factors that help to achievebusiness objectives, e.g. leadership, distributionnetworks
Weaknesses include internal limitations andthat may interfere with company performance,e.g. lack of funds, dont believe in internet powers
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Developing Marketing StrategyDeveloping Marketing Strategy
SWOT Analysis
Opportunities are favorable factors in the
external environment to exploit to its
advantage
Threats are unfavorable factors in theexternal environment to reduce or defend
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Developing Marketing StrategyDeveloping Marketing Strategy
SWOT Analysis-
SWOT Listing example
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Developing Marketing StrategyDeveloping Marketing Strategy
5. Strategy Formulation
To achieve goals, a
strategic direction is required.
Overall cost leadership
Differentiation (product,service, business models)
Focus (niche segment)
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6. Action Program Formulation
This is the marketing devil in the details.
7s of:
Strategy, systems, structure (hardware)
Style, staff, skills, shared values (software)
4Ps of:
Product, price, promotion, place
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Evaluation and control
Think of ways to monitor marketactivities and their effectiveness? (Think of a
new restaurant)
End of strategic marketing process
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Marketing SystemsMarketing Systems
Marketing Information System
A marketing information system (MIS) is a system
that gathers, sorts, analyzes, interprets and deliversinformation
Internal records include:
Documents of order processing Payment records
Sales reports
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Marketing SystemsMarketing Systems
Marketing Intelligence System
Manual or electronic systems of gathering
data/information through:
Suppliers / retailers etc
Government statistics
Syndicated data sellers
Expert panels
Grapevine
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Marketing SystemsMarketing Systems
Marketing Research System
Same definition as MIS. Research is useful to
detect problems.
Some research companies include:
ACORN
AC Nielsen
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Prof. Rushen Chahal
Marketing SystemsMarketing Systems
Marketing Research Process
Follow the steps:
1. Define the research problem
- Research question
2. Research plan
- Research method (framework)
- Data source (secondary / primary)
- Data collection:- observation, descriptive,
behavioural data, experimental)
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Marketing SystemsMarketing Systems
Marketing Research Process
3. Sample Plan
Framework
Size
Method / procedure
4. Research instrument:- questionnaire; mechanical devices;placards
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Marketing SystemsMarketing Systems
Marketing Research Process
5. Collect data ethics, sensitivity
6.Analyze and present data use software. Find some
relationship between data
Discussion:
What are the things to consider in research?
Prof. Rushen Chahal
