THE MARKETING

PROCESS
DISCUSSION OUTLINE

• Marketing Mix

• The Traditional 4Ps

• The modern components of the Mix

• Additional 3Ps

• Developing an effective Marketing Process

• Marketing Planning

• Marketing Implementation and Control

 MARKETING MIX

• "Marketing mix" is a general phrase used to describe

the different kinds of choices organizations have to
make in the whole process of bringing a product or
service to market.
• The 4Ps is one way – probably the best-known way –
of defining the marketing mix, and was first expressed
in 1960 by E. J. McCarthy in his book, "
Basic Marketing - A Managerial Approach."

MARKETING MIX
 THE TRADITIONAL 4Ps

THE TRADITIONAL 4Ps

 KEY QUESTIONS:

PRODUCT
What do our customers want from the product?
How does it differ from competing products?

PLACE
Where would buyers look for this lamp?

PRICE
Will people think that the lamp is good value?
Is our target customer price sensitive?
How will the cost of our lamp compare with the others on the “A special Lamp the mimics the
market? warmth and light of the Sun.”

THE TRADITIONAL 4Ps

 KEY QUESTIONS:

PROMOTION
What’s the best way and time to market your innovative sun
lamp?

The 4Ps is a useful starting point for

building a marketing campaign.

“A special Lamp the mimics the

warmth and light of the Sun.”

THE TRADITIONAL 4Ps

 THE MODERN COMPONENTS OF THE MIX
• In order to modify the marketing mix to reflect
the evolution of marketing in the last decades,
Philip Kotler has proposed a broader view of the
of marketing mix and proposes that an additional
three elements should be included:

Modern  People
Marketing Mix  Processes
Three Ps  Physical Evidence

THE MODERN COMPONENTS OF THE MIX

 ADDITIONAL 3PS
PEOPLE

EMPLOYEES CUSTOMERS
THE MODERN COMPONENTS OF THE MIX
 ADDITIONAL 3PS
PROCESSES
Includes:
• Planning

• Structures

• Complete Set of Rules

• Guidelines

THE MODERN COMPONENTS OF THE MIX

 ADDITIONAL 3PS
PHYSICAL EVIDENCE
The physical environment experienced by the
customer
• the physical design and layout of the premises

• the layout of the company website

• the packaging

• the branding

THE MODERN COMPONENTS OF THE MIX

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
STEPS INCLUDE:

• Mission • Marketing Mix

• Situation Analysis • Implementation and Control
• Marketing Strategy/Planning

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
MISSION
• Mission Statement

• Corporate Objectives
“Apple is dedicated to making innovative, high-quality
products”

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
SITUATION ANALYSIS
• Identify Opportunities

• 5C Analysis

• SWOT Analysis “Apple’s competitive advantage is driven by its commitment

to understanding customer needs, focusing on the products
• PEST Analysis that are core to its mission, and fostering a collaborative
work culture.”

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
MARKETING STRATEGY
• Define Your Target Audience

• Set Measurable Goals

“Apple usually is first to the marketplace with new
• Develop Budget products and the company relies on brand loyalty from
existing customers as a strategy when launching new
products and services.”

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
MARKETING MIX
• 7Ps Marketing Mix

“While Apple offers a range of products, it values premium

pricing and relies on strict guidelines for distribution.”

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 DEVELOPING AN EFFECTIVE MARKETING
PROCESS
IMPLEMENTATION
AND CONTROL
• Put Plan into Action
“Each Apple product complements the others and work
• Monitor Results within the same ecosystem, so customers tend to stay with
the brand, creating loyal consumers.”

DEVELOPING AN EFFECTIVE MARKETING PROCESS

 MARKETING PLANNING

• Is deciding in advance what to do, how to do it, when to

do it and who is to do it.
• It governs survival, growth and prosperity of any
enterprise in a competitive and ever changing
environment.
• Is an effective aid to management due to its integral role
in identifying and clarifying the priorities for the
business

MARKETING PLANNING
 MARKETING PLANNING: MAJOR
ELEMENTS
OBJECTIVES / GOALS:
• Primary Goals: Increase in profits

• Through forecast of sales, market share, and profits and expenses

• SPECIFIC GOAL EXAMPLE:

“A 5% increase of the total market share

or 20% increase in the sales turnover”

MARKETING PLANNING
 MARKETING PLANNING: MAJOR
ELEMENTS
PROGRAMMES
• Points out the responsibilities of each department involved in marketing effort

• Each programs is expected to achieve the set goals within a specified period

MARKETING PLANNING
 MARKETING PLANNING: MAJOR
ELEMENTS
COMPLETION SCHEDULE
• Deadlines are fixed for completing
each step or item as per plan
• To assure progress of a project
within stipulated time

MARKETING PLANNING
 MARKETING PLANNING: MAJOR
ELEMENTS
BUDGETING
• Indicating the permissible amount of
money which can be spent for financing
all marketing activities in order to achieve
pre-determined goals
• Budget­ing makes it possible to carry out
plans and also serves as a basis of control

MARKETING PLANNING
 MARKETING PLANNING
A good marketing plan should contain the following items:
1. Mission statement
2. Financial summary
3. Market overview (a brief summary of the marketing audit)
4. SWOT
5. Assumptions
6. Marketing objectives and strategies
7. Programmes, with forecasts and budgets

MARKETING PLANNING
 MARKETING IMPLEMENTATION AND
CONTROL
• Is a process which should ensure the achievement of
the strategic objectives adopted by the company.
• Plays a function of organizing and directing people

• MAIN OBJECTIVE: Monitoring and Evaluation of

the marketing activities of the company, recording
and reporting of deviations to management, which
takes decisions based on this information

MARKETING IMPLEMENTATION AND CONTROL

 MARKETING IMPLEMENTATION AND
CONTROL
Quality of management depends on:
• LEADERSHIP 

• COORDINATION 

• COMMUNICATION 

• HUMAN RESOURCES 

• ORGANIZATION RESOURCES 

• MOTIVATING 

• ORGANIZATIONAL STRUCTURE

•  ORGANIZATIONAL CULTURE

MARKETING IMPLEMENTATION AND CONTROL

CONTROL PROCESS

MARKETING IMPLEMENTATION AND CONTROL

 MARKETING IMPLEMENTATION AND
CONTROL
TYPES OF CONTROL
The essential types of marketing control are:
• CONTROL OF THE ANNUAL PLAN  - Mid-level Management

• CONTROL OF PROFITABILITY - Marketing controller

• CONTROL OF EFFICIENCY - Marketing executives, line

managers and HR management
• STRATEGIC CONTROL – Top management and marketing
auditor

MARKETING IMPLEMENTATION AND CONTROL

 MARKETING IMPLEMENTATION AND
CONTROL
Problems with implementation and evaluation of
effective control systems are often caused by:
• High cost of implementation (IT software and
hardware, data acquisition, human costs),
• Strict control may reduce motivation,
decrease creativity and innovation.

MARKETING IMPLEMENTATION AND CONTROL

DISCUSSION OUTLINE

• Marketing Mix

• The Traditional 4Ps

• The modern components of the Mix

• Additional 3Ps

• Developing an effective Marketing Process

• Marketing Planning

• Marketing Implementation and Control

SOURCES

• “The Marketing Mix and the 4Ps of Marketing”

https://www.mindtools.com/pages/article/newSTR_94.htm
• “The 7Ps of The Marketing Mix: The Acronym Sent to Streamline your Strategy”
https://blog.hurree.co/blog/marketing-mix-7ps
• “Marketing Theories – The Marketing Mix – From 4 P’S to 7 P’S”
http://hrsuits.com/marketing-theories-the-marketing-mix-from-4-ps-to-7-ps/
• “The Definitive Guide to Strategic Marketing Planning
”https://www.smartsheet.com/strategic-marketing-processes-and-planning
SOURCES

• “The Marketing Mix and the 4Ps of Marketing”

https://www.mindtools.com/pages/article/newSTR_94.htm
• “The 7Ps of The Marketing Mix: The Acronym Sent to Streamline your Strategy”
https://blog.hurree.co/blog/marketing-mix-7ps
• “Marketing Theories – The Marketing Mix – From 4 P’S to 7 P’S”
http://hrsuits.com/marketing-theories-the-marketing-mix-from-4-ps-to-7-ps/
• “The Definitive Guide to Strategic Marketing Planning
”https://www.smartsheet.com/strategic-marketing-processes-and-planning
SOURCES

• “Marketing Planning: Meaning, Scope, Importance, Elements & Barriers”

https://www.economicsdiscussion.net/marketing-2/marketing-planning-meaning-scope-importan
ce-elements-barriers/31605
• “Implementation and control of marketing plan”
https://ceopedia.org/index.php/Implementation_and_control_of_marketing_plan