Marketing Mix, Planning,
Research & Implementation
Marketing 304
Where are the Marketing Jobs?
Suppliers
Manufacturer/Producer
Distrs
Direct
Whslrs
Whslrs
Rtlrs
Rtlrs
Target Customer
Consumers, Businesses, Institutions
Local, Regional, National, Global
A
Contemporary
Organization
Vice
President
Production
Marketing
Comm.
PRESIDENT
Vice
President
Marketing.
Sales
•Advertising
•Public Relations
•Sales Promo
•Special Events
Vice
President
Finance
Marketing
Research
Vice
President
Human
Resources
Product
Planning
Vice
President
Info Tech
Physical
Distribution
Customer
Service
Fig. 21-1
The Marketing Mix
Step One
The Target Market -- Needs, Wants, Expectations
Step Two
The Positioning -- The Story
Brand Image & Competitive Advantage
Step Three
“The 4 P’s”
Product ---- Price ---- Place ---- Promotion
The Marketing
Mgm’t Process
Detailed Marketing Mgm’t Process
Scan -- Focus -- Act -- Scan -- Focus -- Act
Conduct the situation analysis
Develop marketing objectives
Design marketing mix strategies and tactics
Select target markets and measure market demand
Determine positioning (brand image and competitive
advantages)
Decide “4P’s” (product, price, place and promotion)
Implement marketing mix strategies and tactics
Continuously evaluate . . .
performance toward reaching objectives
changes in the situation analysis
Make necessary controls/changes to objectives,
strategies, and/or tactics
The Marketing Management
Process
Fig. 20-1
Scan -- Focus -- Act -- Scan -- Focus -- Act
PLANNING
Analyze situation
Set objectives
Select strategies
and tactics
IMPLEMENTATION
Organize
Staff
Direct
EVALUATION
Compare
performance
with goals
Marketing Information System (MkIS)
Feedback, so management can adapt future plans and their
implementation to the changing environment
The Structure of a MkIS
MkIS
Requests for
information
MARKETING
MANAGER
• Collection
• Analyses
Regular and
• Storage
customized reports
•Database
DSS
Fig. 7-1
Systems and Procedures
for Data:
• Retrieval
and
•Dissemination
Planning begins with The
Situation Analysis
The Situation Analysis is research designed to:
gather information regarding the environmental
factors/forces influencing our marketing decisions,
then analyzing that information,
and forecasting the impact of whatever trends the
analysis suggests.
Those factors/forces may be:
Macro or Micro
External or Internal
Uncontrollable or Semi-Controllable
External
Macroenvironmen
tal Forces
Figure 2-1
Economic
condition
s
Demographics
Competition
COMPANY’S
MARKETING
PROGRAM
Social
and cultural
forces
Technology
Political
and legal
forces
External Microenvironments Forces
Suppliers
Figure 2-2
Marketing
intermediaries
COMPANY’S
MARKETING
PROGRAM
Marketing
intermediaries
The
market
Internal
Micro-Forces
Financial
resources
COMPANY’S
NONMARKETING
RESOURCES
Research
and
development
Detailed Marketing Mgm’t Process
Scan -- Focus -- Act -- Scan -- Focus -- Act
Conduct the situation analysis
Develop marketing objectives
Design marketing mix strategies and tactics
Select target markets and measure market demand
Determine positioning (brand image and competitive
advantages)
Decide “4P’s” (product, price, place and promotion)
Implement marketing mix strategies and tactics
Continuously evaluate . . .
performance toward reaching objectives
changes in the situation analysis
Make necessary controls/changes to objectives,
strategies, and/or tactics
Marketing
Research
Procedure
Define the
objective
Conduct situation
analysis
Conduct informal
investigation
Further
study
needed
?
No
End project
and
report results
Yes
Plan and conduct formal investigation
Analyze data and report
results
Conduct followup
Fig. 7-3
Marketing Research
Conduct an informal investigation --talk to
people
Conduct a formal investigation
1st -- Secondary research—data already
gathered for some other purpose.
2nd -- Primary research—new data gathered
specifically for the project at hand.
Secondary data is found in:
Libraries
Government documents
Trade and professional associations
Private business firms--syndicated sources
Internet, magazines, newspapers, radio and
television stations
University research organizations
Company files and databases
Primary data is gathered
using:
Quantitative Research -- Surveys, Questionnaires
Projects findings from the sample to the populatio
from which sample was taken.
Qualitative -- Focus groups, depth studies
Psychological interpretations of the participants’
responses.
Experiments
Laboratory
Field -- Test markets
Observation
Personal
Mechanical
The Marketing
Mgm’t Process
Implementation Comprises
Three Activities:
Organizing the marketing effort
Design the marketing organization
Assign people/dpt’s. to tasks and roles
Define the relationship between marketing
and the other functional divisions of the firm
Staffing the organization
“People first, strategy second”
Directing the execution of marketing plans
Carry out strategies and tactics
Direct the efforts of people
Adjusting to changes
(Continuous) Evaluation
Market Evaluation
On-going situation analysis updating
Performance versus Objectives Evaluation
On-going profit, sales, and market share
analysis
On-going marketing audit/cost analysis
Is marketing research
valuable?
A survey of 100 consumer product brand managers
revealed:
Agree Disagree
Research can predict marketplace
performance.
Research can uncover new customer
needs.
My company will change directions
if market research indicates it is
warranted.
59%
41%
41%
59%
60%
40%
Rank in order
of importance.
The End
Detailed Marketing Mgm’t Process
Scan -- Focus -- Act -- Scan -- Focus -- Act
Do Situation Analysis/Marketing Research
Research company’s Marketing Environment
Develop Marketing Objectives & Forecasts
Set Marketing Mix Strategies & Tactics
Select and measure target market(s)
Positioning
Brand Image
Competitive Advantage(s)
Product -- Price -- Place -- Promotion
Implement Marketing Mix Strategies/Tactics
Monitor Situation & Performance
Marketing Information System (MkIS)