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Managing the Marketing Effort . Nov 20 th , 2009. 2 of 15. This section covers:. Marketing organisation/management Marketing implementation – drawing up a marketing plan Controlling marketing activity. Marketing Management Decisions.

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Managing the marketing effort l.jpg

Managing the Marketing Effort.

Nov 20th, 2009

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2 of 15

This section covers:

  • Marketing organisation/management

  • Marketing implementation – drawing up a marketing plan

  • Controlling marketing activity

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Marketing Management Decisions

  • When a company has decided what its basic goals and targets are, it needs a marketing plan

  • This plan should give a clear guideline about how it should move forward with its business


$100 Billion Revenues (2008)

$120 Billion+ Revenues (2008)

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Marketing Organisation & Management

Analysing Marketing Opportunities

The Marketing EnvironmentMarket Research & Information SystemsMarket Segmentation, Tragetting & Positioning

Marketing Mix DevelopmentProduct DecisionsPricing DecisionsPromotion DecisionsPlace DecisionsMarketing of Services

Marketing Management DecisionsSWOTing your company

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Marketing Management Responsibilities

  • To Identify Customer Needs

  • To Satisfy Customer Needs – achieved through the Marketing Mix / the 4Ps

    Have Strategic Vision – what business are you in?

    • There is a danger of Marketing Myopia (Levitt 1960). This refers to not being able to see the breath and width of your business’ opportunities.

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Environmental Management

  • Environmental Management involves marketers’ efforts toward achieving organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social-cultural environments.

  • Tools used in environmental management are: Michael Porter’s 5 Forces, PEST & SWOT

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Tool 1: Michael Porter’s 5 Forces(these 5 forces determine industry profitability)

3. Threat of new entrants

1. Industry competitors

Rivalry among existing firms

4. Power of suppliers

5. Power of buyers

2. Threat of substitutes

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Tool 2:PEST- Analysis

  • Political

  • Economic

  • Social

  • Technical

Give examples of each.

These are the macro-environmental factors used in the environmental scanning component of strategic management.

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Tool 3:SWOT-Analysis

  • One tool that helps with the investigation of your organisation is the SWOT analysis

    • Strengths (internally)

    • Weaknesses (internally)

    • Opportunities (in external environment)

    • Threats (in external environment)

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SWOT Sample – Car industry

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Marketing Plan

  • A marketing plan is a written document that outlines the necessary actions to achieve one or more marketing objectives. It usually spans a period of between 1 and 5 years.

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Contents of Marketing Plan

  • Executive Summary

  • Situational Analysis

  • Opportunities / Issue Analysis - SWOT Analysis

  • Objectives

  • Strategy

  • Action Programme (the operational marketing plan itself for the period under review)

  • Financial Forecast

  • Controls

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Sample Marketing Plan


    Plan doesn’t have to be in standard format


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Control Marketing Activities

The Marketing Control Process

Marketing Objectives

Example: money for trade show vs sales from leads

Performance Standards - measure

Compare results against standard

Corrections & Alterations

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Next Week – Final Slides

Services Marketing

Specific characteristics of Services

The Servuction System Model

The Five Gap Model of Service Quality

Defection Management and Customer Retention Management

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