The Marketing Management Process: By: DR Shahinaz Abdellatif

Module 1
The Marketing Management Process
By: Dr Shahinaz Abdellatif

Objectives of the Session
• To understand the marketing concept
• To understand the marketing management
process
• To understand the steps of the marketing
plan
Marketing Definition
• Marketing is a social process involving the

activities necessary to enable individuals
and organisations to obtain what they need
and want through exchanges with others and
to develop ongoing relationships.
• Marketing adds value by facilitating
exchange relationships.
Why are Marketing Decisions
important?
• Marketing attempts to measure and anticipate
the needs and wants of a group of customers
and respond with a flow of need-satisfying
goods and services
Why are Marketing Decisions
important?
• Target those customer groups whose needs are most
consistent with the firm’s resources and capabilities.
• Develop products and/or services that meet the needs of
the target market better than competitors.
• Make its products and services readily available to
potential customers.
• Develop customer awareness and appreciation of the
value provided by the company’s offerings.
• Obtain feedback from the market as a basis for
continuing improvement in the firm’s offerings.
• Work to build long-term relationships with satisfied and
loyal customers.
Factors for Effective Exchange
1. Who are the parties involved in exchange
relationships? Which organisations and people
market things, and who are their customers?
2. Which needs and wants do parties try to satisfy
through exchange, and what is the difference
between the two?
3. What is exchanged?
4. How does exchange create value? Why is a buyer
better off and more satisfied following an
exchange?
5. How do potential exchange partners become a
market for a particular good or service?
Marketing Management - Definition
• It is the process of analysing, planning,

implementing, coordinating and controlling
marketing programs involving the conception,
pricing, promotion and distribution of goods,
services and ideas.
• It is designed to create and maintain beneficial
exchanges with target markets for the purpose
of achieving organisational objectives.
Marketing Management Process
• Exhibit 1.4 The Marketing Management
Process.doc
Integrating Marketing Plan with Strategies
• Corporate strategy. This strategy reflects the
company’s mission and provides direction for decisions
about what businesses it should pursue, how it should
allocate its available resources, and its growth policies.
• Business-level (or competitive) strategy that
addresses how the business intends to compete in its
industry through a competitive advantage.
• Marketing strategy. This is the company’s plan for
pursuing its objectives within its segment. It involves
decisions about market segments, product line,
advertising appeals and media, distribution and prices.
Marketing Opportunity Analysis
(4 Cs)
1. Macroeconomic Analysis (PEST)

2. Microeconomic / Industry Analysis
- Customer Analysis
- Competitor Analysis
(4 Cs)
1. The company’s internal resources, capabilities,
and strategies;
2. The environmental context – such as broad
social, economic, and technology trends – in
which the firm will compete;
3. The needs, wants, and characteristics of current
and potential customers; and
4. The relative strengths and weaknesses of
competitors and trends in the competitive
environment.
(STP)
• First, divide customers into market segments –
distinct subsets of people with similar needs,
circumstances, and characteristics that lead them
to respond in a similar way to a particular product
or service offering or to a particular strategic
marketing programme.
• After defining market segments and exploring

customer needs and the firm’s competitive
strengths and weaknesses within segments, the
manager must decide which segments represent
attractive and viable opportunities for the
company; that is, on which segments to focus a
strategic marketing programme- target segment.
(STP)
• Finally, the manager must decide how to
position the product or service offering within a
target segment, that is, to design the product and
its marketing programme so as to emphasise
attributes and benefits that appeal to customers
in the target segment and at once distinguish the
company’s offering from those of competitors.
Strategic Marketing Programs
• The marketing mix is the combination of
controllable marketing variables that a manager
uses to carry out a marketing strategy in pursuit
of the firm’s objectives in a given target market.
• The 4 Ps, the controllable elements of a
marketing programme are the product offering
(including the breadth of the product line, quality
levels, and customer services); price; promotion
(advertising, sales promotion, and salesforce
decisions); and place (or distribution channel
decisions).
• Each element should be consistent and
integrated with decisions concerning the other
three marketing mix.
Decisions Within the Four Elements of the Marketing Mix
Product Place
• Quality • Style • Numbers and types of
• Features • Options middlemen
• Brand name • Packaging • Locations/availability
• Guarantees/warranties • Inventory levels
• Services/spare parts • Transportation
The target market
Price Promotion
• Discounts • Advertising
• Allowances • Personal selling
• Credit terms • Sales promotion
• Payment period • Point-of-purchase
• Rental/lease materials
• List price • Publicity
Marketing Plan
• A marketing plan is a written document
detailing the current situation with respect
to customers, competitors, and the
external environment and providing
guidelines for objectives, marketing
actions, and resource allocations over the
planning period for either an existing or a
proposed product or service.
Contents of a Marketing Plan
Exhibit 1.6 Contents of a Marketing
Plan.doc
Recent Developments
• Globalization
• Increased importance of service
• Information technology
• Relationships across functions and firms

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Module 1

The Marketing Management Process

By: Dr Shahinaz Abdellatif

• Marketing is a social process involving the

• It is the process of analysing, planning,

1. Macroeconomic Analysis (PEST)

• After defining market segments and exploring

The target market

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