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.
Managing the Marketing Effort.
Nov 20th, 2009
2 of 15
This section covers:
$100 Billion Revenues (2008)
$120 Billion+ Revenues (2008)
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
Have Strategic Vision – what business are you in?
3. Threat of new entrants
1. Industry competitors
Rivalry among existing firms
4. Power of suppliers
5. Power of buyers
2. Threat of substitutes
Give examples of each.
These are the macro-environmental factors used in the environmental scanning component of strategic management.
Plan doesn’t have to be in standard format
The Marketing Control Process
Example: money for trade show vs sales from leads
Performance Standards - measure
Compare results against standard
Corrections & Alterations
Specific characteristics of Services
The Servuction System Model
The Five Gap Model of Service Quality
Defection Management and Customer Retention Management