Introducing modern marketing:
the systematic thought process
Five marketing propositions
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Marketing is a management orientation or
philosophy.
Marketing comprises three main elements linked
within a system of exchange transactions.
Marketing is concerned with long-term (strategy)
and short-term (tactics).
Marketing is especially relevant to late twentiethcentury market conditions.
Marketing facilitates the efficient conduct of
business.
Three main elements linked within
a marketing system-1
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The attitudes and decisions of customers (target
markets) concerning the perceived utility and
value of available goods and services, according
to their needs, wants and interests, and ability
to pay.
The attitudes and decisions of producers
concerning their production of goods and
services for sale, in the context of their business
environment and long-term objectives.
Three main elements linked within
a marketing system-2
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The ways in which producers
communicate with consumers, before,
during, and after the point of sale, and
distribute or provide access to their
products.
Summary of the marketing system-1
Process
 Marketing research and
analysis
Description
 Continuous, detailed
appreciation of the historic
and projected trends in the
external business
environment; includes
consumer research and
evaluation of previous
marketing expenditure and
results.
Summary of the marketing system-2
Process
 Business strategy and
marketing planning
Description
 Developing research
and analysis into
overall business and
marketing strategies
and operational plans;
includes product and
capacity plans.
Summary of the marketing system-3
Process
 Campaign planning
and budgeting
Description
 Producing costed
operational
programmes to
integrate the four
main marketing mix
elements of products,
prices, promotion and
distribution.
Summary of the marketing system-4
Process
 Action
programmes/impleme
ntation
Description
 Detailed programmes
of weekly and
monthly activity for all
forms of promotion
and distribution.
Summary of the marketing system-5
Process
 Evaluation, monitoring
and control
Description
 Monitoring and evaluating
the results of completed
marketing activity;
includes customer
research. Feeds data into
the next cycle of the
marketing process. May
involve adjustment of
current action
programmes.