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Hello, and welcome to my presentation about "The Marketing Process"!
The main subjects are:
v Marketing Concept
v Situation Analysis
v Marketing Strategy
v Marketing Mix Decisions
v Implementation & Control
At first, let me explain you what the Marketing Concept is all about:
With the concept the firm tries to find out, what needs the customer has and how to fulfill them. The process itself is formed in a sequence of steps.
These are:
v Analyzing of the opportunities
v Formulate a strategy for a value (Wert) proposition
v Make tactical decisions
v Implement the plan
v Presentate the results
The next point is about the Situation Analysis, the biggest part.
To fulfill the customers' needs, the firm should analyse the part of the market in which it acts. The firm must use their own possibilities (Möglichkeiten) to identify the customers' needs. The situation can show the environment of the firm and of course an internal analysis. The environment can be described in 2 types:
v In macro-environmental factors (many firms)
v In micro-environmental factors (related to the situation of the firm)
The situation analysis should include the past, present and future aspects. It includes the history and the way of it into the present and future-trends (the way it will go). Good forecasting can reduce the loss when bringing the product on the market and nobody wants it.
Furthermore, the analysis contains a summary according to which the firm can act in order to satisfy customers' needs better than the competition.
Let me explain you one framework which can be used to get structure into the analysis:
The 5 C-Analysis - Company, customers, competitors, collaborators, climate.
The company represents the internal situation, the other 4 the external situation.
The next main point is the Marketing Strategy:
If the best opportunity to fulfill customers' needs is identified, a strategy plan for realising them can be made. For this, the Market Research will show information that will help the firm to offer the product in the correct market segment.
The marketing strategy involves:
v Segmentation
v Targeting
v Positioning the product in the target market (Zielmarkt)
v Proposition to the target market
The next point is the Marketing Mix Decision.
It's about how to make tactical decisions for the parameters of the Marketing Mix.
The decisions include:
v Product developement (from specifying to production)
v Price
v Distribution
v Promotion for the product
My last and final point is Implementation and Control. (Ausführung&Kontrolle)
As the market changes, the marketing mix can be adjusted to the changes. If there are small changes in consumer needs, the advertising message can be changed to satisfy them. When the changes are more significant, the firm can relaunch a product or make a brand new product.
The pupose (Ziel) is to fulfill the customers' needs over a long-term.
Thank you for your attention I hope you liked it and have a nice day!!
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