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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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Presentation Transcript

2 of 15

This section covers:

  • Marketing organisation/management
  • Marketing implementation – drawing up a marketing plan
  • Controlling marketing activity
marketing management decisions
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)

marketing organisation management
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

marketing management responsibilities
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.
environmental management
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
tool 1 michael porter s 5 forces these 5 forces determine industry profitability
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

tool 2 pest analysis
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.

tool 3 swot analysis
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)
marketing plan
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.
contents of marketing plan
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
sample marketing plan
Sample Marketing Plan

Plan doesn’t have to be in standard format

control marketing activities
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

next week final slides
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