THE MARKETING PROCESS

Presented by: Joyce Jaro

Objectives:◦To understand the marketing process◦To analyze the marketing opportunities◦To know why we develop marketing strategies◦To learn how to plan marketing programs◦To know how to manage the marketing effort

◦Planning- is the integral part of the marketing process

TWO VIEWS OF THE VALUE-DELIVERY

PROCESS

Traditional physical process sequenceThe traditional view assumes that the company knows what to make and that the market will buy enough units to produce profits for the company.Marketing takes place in the second half of the value-delivery process

Make the Product• Design product• Procure• Make

Sell the Product• Price• Sell• Advertise/promote• Distribute• Service

Example:

Value creation and delivery sequenceInstead of emphasizing making and selling, companies that tales this view of the business process see themselves as part of a value creation and delivery sequence

Choose the value• customer

segmentation• market

selection• value

positioning

Provide the value• product

development• service

development• pricing• source

making• distributing

servicing

Communicate the Value• Sales

force• Sales

promotion• Advertisin

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The Japanese have further developed this view by promulgating the following concepts:

◦Zero customer feedback◦Zero product-improvement time◦Zero purchasing time◦Zero setup time◦Zero defects

MARKETING PROCESSConsists of analyzing marketing opportunities, developing marketing strategies, planning marketing programs and

managing the marketing effort.

For example: Atlas produces standard office electric typewriters

First task: Atlas’s marketing managers analyze the long-run opportunities in this market for improving the unit’s performance

Atlas’s long-run goal: to become a complete office-equipment manufacturer