Mkata Advanced Marketing Management 1

ADVANCED MARKETING
MANAGEMENT
MKU07105
BBA,BBSE,BMK,BPS
Mr. Selestine E. Lufundisha
THE EXPECTED OUTCOME FROM
STUDENTS
1. To Understand the nature of marketing management
2. To be able to analyze environment for implications of
marketing management
3. To prepare strategic marketing plans
4. To be able to evaluate the marketing information system
5. To integrate the elements of marketing mix
6. To be able to apply different ways of organizing a marketing
department
7. To assess the social impact of marketing programs
TOPICS
1. The nature and purpose of marketing management
2. Implications of environmental factors to marketing
management
3. Strategic marketing plans
4. Marketing information system
5. Marketing strategies (mix)
6. Organization of marketing department
7. The social impact of marketing
NATURE AND PURPOSE OF MARKETING MANAGEMENT
Marketing management is 'the art and

science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value'
(Kotler and Keller, 2008: 5)
MARKETING MANAGEMENT CONT……
• Marketing refers to activities a company

undertakes to promote the buying or selling
of a product or service. Marketing includes
advertising, selling, and delivering products
to consumers or other businesses. Some
marketing is done by affiliates on behalf of a
company
Mr. Selestine Lufundisha
MARKETING MANAGEMENT CONT……
Marketing management smoothen the process
of exchange of ownership of goods and services
from seller to the buyer. Marketing
management, like all other areas of
management comprises of the function of
planning, organizing, directing coordinating and
controlling the marketing aspects of a company .
MARKETING MANAGEMENT
Marketing management is “planning,

organizing, controlling and implementing of
marketing programs, policies, strategies and
tactics designed to create and satisfy the
demand for the firms’ product offerings or
services as a means of generating an
acceptable profit
INVOLVES:
1. The setting of marketing goals and
objectives,
2. Developing the marketing plan,
3. Organizing the marketing function,
4. Putting the marketing plan into action and
5. Controlling the marketing program
THE NATURE AND PURPOSE OF
MARKETING
Human activity: Originally, the term marketing is a
human activity under which human needs are satisfied by
human efforts. It’s a human action for human satisfaction.
Customer-oriented: A business exist to satisfy human
needs, hence business must find out what the desire of
customer (or consumer) and thereby produce goods and
services as per the needs of the customer at a reasonable
profit to the manufacturer.

THE NATURE AND PURPOSE CONT……
Art as well as science: In the technological arena, marketing
is the art and science of choosing target markets and
satisfying customers through creating, delivering, and
communicating superior customer value. It is a technique of
making the goods available at right time, right place, into
right hands, right quality, in the right form and at right price.
Exchange Process: All marketing activities revolve around
commercial exchange process. The exchange process implies
transactions between buyer and seller. It also involves
exchange of technology, exchange of information and
exchange of ideas.
THE NATURE AND PURPOSE CONT……
Creation of Utilities: Marketing creates four components of utilities
Eg. time, place, possession and form. The form utility refers to the
product or service a company offers to their customers. The place
utility refers to the availability of a product or service in a location.
By time utility, a company can ensure that products and services are
available when customers need them. The possession utility gives
customers ownership of a product or service and enables them to
derive benefits in their own business.
Goal oriented: Marketing seeks to achieve benefits for both buyers
and sellers by satisfying human needs. The ultimate goal of
marketing is to generate profits through the satisfaction of the
customer.
IMPORTANCE OF MARKETING
Marketing helps in transfer, exchange and
movement of goods. Goods and services are made
available to customers through various
intermediaries. Marketing is helpful to both
producers and consumers. Marketing involves the
design of the products acceptable to the consumers
and the conduct of those activities which facilitate
the transfer of ownership between seller and buyer
IMPORTANCE CONT….
Marketing is helpful in raising and maintaining
the standard of living of the community
Marketing Creates Employment: Marketing is
complex mechanism involving many people in one
form or the other. The major marketing functions
are buying, selling, financing, transport,
warehousing, risk bearing and standardization.

IMPORTANCE CONT….
Marketing as a Source of Income and

Revenue: The performance of marketing
function is all important, because it is the
only way through which the concern could
generate revenue or income and bring in
profits.

IMPORTANCE CONT….
Marketing acts as a basis for making decisions:
Businessman is confronted with many problems in the
form of what, how, when, how much and for whom to
produce?
Marketing Acts as a Source of New Ideas: The concept
of marketing is a dynamic concept. It has changed
altogether with the passage of time. Such changes have
far reaching effects on production and distribution

IMPORTANCE CONT….
Marketing Is Helpful in Development Of An

Economy: The marketing organization is
more scientifically organized, makes the
economy strong and stable, the lesser the
stress on the marketing function, the
weaker will be the economy

ORIENTATIONS
Humans have various ideas as to how life
should be conducted. Some kind of
philosophical core governs behaviors setting
up moral and ethical boundaries.
The absence of a strong philosophical core
is likely to render a person inconsistent and
confused.
MARKETING ORIENTATIONS CONT…
Organizations can be distinguished in terms of
their corporate business orientation.
Organization’s interaction with its market in
terms of extended responses is influenced by its
governing philosophy or orientation
Person can influence his or her fundamental
attitude, belief, feeling, and action with respect to
a particular subject or issue.
CONCEPT (ORIENTATIONS)
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Societal marketing concept

PRODUCTION CONCEPT
A business that is run on production oriented

philosophy works with markets with the
belief that product availability and
affordability are key determinants of
consumer buying. When demand exceeded
supply, there was no incentive for the firms
to integrate Customer into their operation.
PRODUCTION CONCEPT CONT….
The assumption creates strategic orientation

that a firm should focus on making the product
available and affordable. The availability and
affordability imperative brings two functions;
1. Distribution
2. Production

the first management task was to find an efficient
distribution strategy that ensures product
availability so that consumers can buy products
easily.
Second, work on the production systems to bring
down cost so that more consumers could buy them.
The cost reduction creates affordability and thereby
expands market.
Production concept could still hold true in

industries where consumer buying is
predominantly done on the basis of price
(they do not attach importance to non-price
differentiation) and ease of buying. Such a
situation is often seen in commodity markets
such as sand, harcore, cement, steel bar salt
WEAKNESS OF PRODUCTION CONCEPT
1. High energy consumption
2. Less flexibility
3. Pollution
4. Affects employees’ wellbeing
5. Lack of product uniqueness
6. Unhealthy habits
7. Inventory buildup caused by over production
8. Loss of jobs for unskilled workers
PRODUCT CONCEPT
The product concept is based on the belief
that consumers are motivated to buy those
products that offer most quality. This
proposition changed the marketing focus to
developing better products and improving
them over time. At the beginning this
concept makes good sense. People do look
for better quality products and services.
PRODUCT CONCEPT CONT…
This concept created a kind of product
obsession wherein production managers sought
to concentrate on quality improvement and
built better product than ever before. However,
soon this blind faith in the power of product
quality exposed its fallacy. The belief that a
better product is always bought by consumers
actually turned out to be wrong.
PRODUCT CONCEPT CONT…
The product concept ignores the role of other marketing
activities. People are unlikely to throng to buy a superior
quality product automatically. The creation of superior
quality product cannot be only a strategy.
First, people who could buy the product must be made
aware and be informed about its superiority. Second, the
product needs to be attractively designed, packaged,
priced, and made available so that consumers can see,
touch, and feel and become willing to buy it.

SELLING CONCEPT
As time progressed several industries
witnessed expansion of production capacity.
This intensified competition and put pressure
on firms to offer better quality products. It
tilted the marketing situation in favor of the
buyers. Reluctance was observed on the part
of the buyer to respond promptly to
marketed products and services
SELLING CONCEPT
The selling concept starts with an assumption
that consumers are indifferent or reluctant to
marketed products or services. This is especially
true for things that are perceived to be
inessential. Several products and services such as
insurance and preventive health check-ups face
consumer resistance because they are perceived
to be unnecessary
SELLING CONCEPT CONT…
Two categories of products can be distinguished; bought
products and sold products. Bought products are the ones
consumers are self-motivated to buy for their perceived
importance and interest (e.g., cosmetics and spectacles),
whereas sold products are the ones consumers are unlikely
to buy on their own.
It is for this indifference and reluctance that the sold
products are pushed or offloaded on to buyers by putting in
selling efforts. People rarely buy insurance and maintenance
contract out of their self-motivation
The selling concept can have disastrous consequences
in the long term. A customer can be lured into buying
by the power of persuasion or aggression only once
but not repeatedly. The customers victimized by the
power of seller aggression become dissatisfied and
vent their anger by spreading negative word- of-mouth
publicity. The negative publicity influences future sales
by turning potential customers into non-customers.
This can erode future business opportunities
Selling approach can yield successful outcomes in
situations when an organization enjoys unending
supply of customers and it does not have to
depend upon repeat sales.
This orientation is practiced by sellers at the
railway stations and places of tourist attraction.
Their survival does not depend on repeat business
from the same customer
MARKETING CONCEPT
The marketing concept holds customer

satisfaction as the key to achieving
organizational goals. The dominant business
logic according to marketing concept is that
an organization depends upon customers for
its survival. It is the customers who open up
revenue streams.
MARKETING CONCEPT CONT…
It is fundamental for the organization to determine
the needs and wants of target customers and develop
and deliver satisfaction better than competitors
Revenue is not found inside an organization rather it
resides outside, in the customer’s pocket. Customer
is the source of revenue. The only way to get
customers to open their wallet is to offer those
satisfying products and services

MARKETING CONCEPT CONT…
Marketing concept offers a pragmatic solution

as to how to survive in a competitive situation
by putting customer at the center of the
business universe and singularly committing
to create customer satisfaction value. Profit
goals will only be achieved if customers
willingly accept product or services.
SOCIETAL MARKETING
The societal marketing concept holds that

the ‘key to achieving organization goals is in
determining customer needs and wants and
delivering satisfaction better than
competitors in a manner that it preserves or
enhances long term well-being of consumer
and society’
Societal marketing cont….
Societal marketing originated after it was
realized that what is good for an individual
customer or a select group may not be good
for society. This concept seeks to insert
societal interest in the marketing concept so
that customer satisfaction does not
compromise societal well-being in the long run

Societal marketing cont….
Societal concept introduces the concept of what economists call
‘externality’. One of the categories of goods in economics is
‘demerit goods’. These goods refer to the goods whose
consumption results in incurring of costs by those who actually
do not consume them.
For instance, people who get addicted to drugs become a cost
burden to either their family or the state. Smoking is a major
cause of a variety of health problems, which requires expensive
treatment. Societal marketing concept introduces an element of
conscience into marketing and urges organizations to consider
the social effects of their actions.
MARKETING ENVIRONMENT
Marketing Environment means a collection of

all individuals, entities and other factors,
which may or may not be under the control
of the organization, but can affect its
performance, profitability, growth and
survival.

TYPES OF MARKETING ENVIRONMENT
Marketing environment is categorized into

three;
1. Internal Environment
2. Task (micro) Environment
3. General (macro) Environment

INTERNAL ENVIRONMENT
Includes all the factors that are within the
organization and affects the overall business
operations such as labor, inventory, company
policy, logistics, budget, capital assets, etc.
which are a part of the organization and affects
the marketing decision and its relationship with
the customers. These factors can be controlled
by the firm.
Micro(Task ) Environment
• Micro external environment have an important

effect on business operations of a firm. All micro
forces may not have the same effect on all firms
in the industry. For example, suppliers, an
important element of micro level environment,
are often willing to provide the materials at
relatively lower prices to big business firms
Micro external environment
1. customers
2. trade union
3. suppliers
4. retailers & distributors,
5. Shareholders
6. Competitors,
7. Government
8. Publics
SUPPLIERS
An important factor in the external environment of a firm
is the suppliers of its inputs such as raw materials and
components. A smooth and efficient working of a
business firm requires that it should have ensured supply
of inputs such as raw materials. If supply of raw materials
is uncertain, then a firm will have to keep a large stock of
raw materials to continue its transformation process
uninterrupted. This will unnecessarily raise its cost of
production and reduce its profit margin.
SUPPLIERS CONT…..
It is not a good strategy to depend on a
single supplier of inputs. If there is
disruption in production of the supplier
firm due to labor strike or lock-out, it will
adversely affect the production work of a
firm. Therefore, to reduce risk and
uncertainty business firms prefer to keep
multiple suppliers of inputs
CUSTOMERS:
The people who buy and use a firm’s product

and services are an important part of
external micro-environment. Since sales of a
product or service is critical for a firm’s
survival and growth, it is necessary to keep
the customers satisfied. To take care of
customer’s sensitivity is essential for the
success of a business firm
Customer cont…
A business firm has to compete with rival firms
to attract customers and thereby increase the
demand and market for its product. In the
present day of intense competition a firm has
to spend a lot on advertisements to promote
the sales of its product by creating new
customers and retaining the old ones. For this
purpose, a business firm has also to launch
new products or models
GOVERNMENT
Government can create subsidies, taxing the

public and giving the money to an industry,
or tariffs, adding taxes to foreign products to
lift prices and make domestic products more
appealing. Higher taxes and fees, and tight
regulations can affect businesses or entire
industries
MARKETING INTERMEDIARIES
In a firm’s external environment marketing
intermediaries play an essential role of selling
and distributing its products to the final buyers.
Marketing intermediaries include agents and
merchants such as distribution firms,
wholesalers, retailers. Marketing intermediaries
are responsible for stocking and transporting
goods from their production site to their
destination, that is, ultimate buyers.
marketing intermediaries cont….
There are marketing service agencies

such as marketing research firms,
consulting firms, advertising agencies
which assist a business firms in targeting,
promoting and selling its products to the
right markets.

COMPETITORS
Business firms compete with each other not only
for sale of their products but also in other areas.
Absolute monopolies in case of which
competition is totally absent are found only in
the sphere of what are called public utilities such
as power distribution, telephone service, gas
distribution in a city etc. More generally, market
forms of monopolistic competition and differen
tiated oligopolies exist in the real world.
Competitors cont…
In these market forms different firms in an industry com
pete with each other for sale of their products. This
competition may be on the basis of pricing of their
products. But more frequently there is non-price
competition under which firms engage in competition
through competitive advertising, sponsoring some events
such as cricket matches for sale of different varieties and
models of their products, each claiming the superior
nature of its products.
The readers will be witnessing how intense is the
competition between Coca Cola and Pepsi Cola
PUBLICS
Publics are an important force in external micro
environment. Public, according to Philip Kotler “is
any group that has an actual or potential interest
in or impact on a company’s ability to achieve its
objective”. Environmentalists, media groups,
women associations, consumer protection
groups, local groups, citizens associations are
some important examples of publics which have
an important bearing on environment of the firms
EXTERNAL MACRO ENVIRONMENT
The external macro environment determines
the opportunities for a firm to exploit for
promoting its business and also presents
threats to it in the sense that it can put
restrictions on the expansion of business
activities. The macro-environment has thus
both positive and negative aspects.
SOCIAL AND CULTURAL ENVIRONMENT
Members of a society wield important influence over
business firms. People these days do not accept the
activities of business firms without question. Activities
of business firms may harm the physical environment
and impose heavy social costs Businesses should
consider the social implications of their decisions. This
means that companies must seriously consider the impact
of its actions on the society. When a business firm in their
decision making take care of social interests, it is said to be
socially responsible Mr. Selestine Lufundisha
ECONOMIC ENVIRONMENT
Economic environment includes the type of economic

system that exists in the economy, the nature and
structure of the economy, the phase of the business
cycle (for example, the conditions of boom or
recession), the fiscal, monetary and financial policies
of the Government, foreign trade and foreign
investment policies of the government. These
economic policies of the government present both the
opportunities as well as the threats (i.e. restrictions)
for the business firms.
ECONOMIC ENVIRONMENT CONT...
The type of the economic system, that is,
socialist, capitalist or mixed provides institu
tional framework within which business
firm have to work. The collapse of socialism
in Soviet Russia, China and East European
Countries has brought about a change in
political thinking about the roles of public
and private sectors.
TECHNOLOGICAL ENVIRONMENT
The nature of technology used for production

of goods and services is an important factor
responsible for the success of a business firm.
Technology consists of the type of machines
and processes available for use by a firm and
the way of doing things. The improvement in
technology raises total factor productivity of a
firm and reduces unit cost of output
DEMOGRAPHIC ENVIRONMENT
Demographic environment includes the size and

growth of population, life expectancy of the
people, rural-urban distribution of population,
the skills and educational levels of labor force.
All these demographic features have an
important bearing on the functioning of
business firms. Since new workers are recruited
from outside the firm, demographic factors are
considered as parts of external environment
DEMOGRAPHIC CONT….
The demographic environment affects both
the supply and demand sides of business
organizations. Firms obtain their working
force from the outside labor force. The
technical and education skills of the workers
of a firm are determined mostly by human
resources available in the economy which
are a part of demographic environment

NATURAL ENVIRONMENT
Natural environment is the ultimate source of many

inputs such as raw materials, energy which business
firms use in their productive activity. In fact,
availability of natural resources in a region or country
is a basic factor in determining business activity in it.
Natural environment which includes geographical and
ecological factors such as minerals and oil reserves,
water and forest resources, weather and climatic
conditions, port facilities are all highly significant for
various business activities.
ENVIRONMENTAL ANALYSIS
Is to evaluate internal and external
factors that affect your business and
market. Analysis illuminates
strengths and the challenges face —
either with internal resources or with
external competition in the
marketplace.
Environmental Analysis cont..
There are several methods to conduct this analysis. A typical
analysis is called a SWOT analysis: strengths, weaknesses,
opportunities, and threats
Strengths and weaknesses are internal factors, under the
company’s control such as employee, inventories assets,
management, organization policies and regulations
Opportunities and threats are external factors, such as
interest rates or a new competitor in the market, change
regulations, change of political leadership, technological
advancement and income
MARKET ATTRACTIVENESS
Market attractiveness is used to describe the
various possibilities of the profitability that any
firm or organization can obtain a competitive
market place. A better market attractiveness
means that it can attract more investors to make
investments in one particular market because it
has higher chances of giving back profitability.
Thus the market attractiveness is generally the
measurement of the opportunities that a specific
market promises.
THE DEMINANTS(FACTORS) OF MARKET
ATTRACTIVENESS
1. Market size
2. Profit margins and pricing
3. Market growth rate
4. Competitive among the rivalry firms
5. Threat of new entrants
6. Capital cost to enter
7. Technology/R+D costs
8. Macroenvironment change
9. Government regulation
MARKET SEGMENTATION
Is the process of dividing a market of

potential customers into groups, or
segments, based on different characteristics.
The segments created are composed of
consumers who will respond similarly to
marketing strategies and who share traits
such as similar interests, needs, or locations
SEGMENTATION CONT…
Market segmentation is a process of dividing a
heterogeneous market into relatively more
homogenous segments based on certain
parameters like geographic, demographic,
psychographic, and behavioral. It is the activity of
dividing a broad consumer or business market,
normally consisting of existing and potential
customers, into sub-groups of consumers (known as
segments) based on some type of shared
characteristics.
CRITERIA TO IDENTIFY DIFFERENT MARKET
SEGMENTS
1. Homogeneity, or common needs within a

segment
2. Distinction, or being unique from other
groups
3. Reaction, or a similar response to the
market
TYPES OR BASES OF SEGMENTATION
1. Demographic segmentation: age, gender, education,
marital status, race, religion, etc.
2. Psychographic segmentation: values, beliefs, interests,
personality, lifestyle, etc.
3. Behavioral segmentation: purchasing or spending habits,
user status, brand interactions, etc.
4. Geographic segmentation: Neighborhood, area code, city,
region, country, etc.
5. Firmographic segmentation would take into consideration
things like company size, number of employees
BENEFITS OF MARKET SEGMENTATION
1. Improves Campaign Performance

2. Informs Product Development
3. Reveals Areas to Expand
4. Improves Business Focus
5. Informs Other Business Decisions

TARGETING
Is the process of evaluating the attractiveness
of the consumer segments, as well as
determining how to attract the consumers. A
firm's choice of consumer segment largely
depends on the product and service they are
offering. It also determines the marketing
strategy the company will employ.
IMPORTANT OF TARGETING IN MARKETING
1. Speak directly to a defined audience.

2. Attract and convert high-quality leads.
3. Differentiate brand from competitors.
4. Build deeper customer loyalty
5. Improve products and services.
6. Stay focused.

MARKET POSITIONING
Refers to the process of establishing the

image or identity of a brand or product so
that consumers perceive it in a certain way.
For example, a car maker may position itself
as a luxury status . Whereas a battery maker
may position its batteries as the most reliable
and long-lasting.
POSITION CONT…
The positioning of a brand or product is a
strategic process that involves marketing the
brand or product in a certain way to create
and establish an image or identity within the
minds of the consumers in the target market.
Market positioning of a brand or product
must be maintained over the life of the brand
or product.
STEPS OF THE POSITIONING PROCESS
1. Confirm your understanding of market dynamics

2. Identify your competitive advantages; price,
features, benefits
3. Choose competitive advantages that define your
market “niche”
4. Define your positioning strategy
5. Communicate and deliver on the positioning
strategy
FIVE MAIN STRATEGIES OF POSITIONING.
1. Positioning based on product characteristics

2. Positioning based on price
3. Positioning based on quality or luxury
4. Positioning based on product use or
application.
5. Positioning based on competition.

PERCEPTUAL MAPS OF POSITIONING
It is a visual expression of consumers'

perception and preference for a certain
series of products or brands. It is especially
used in the positioning of products, product
series and brands, and also used to describe
the relative position of enterprises and
competitors
STRATEGIC MARKETING PLANNING
Strategic marketing planning involves setting
goals and objectives, analyzing internal and
external business factors, product planning,
implementation, and tracking the progress.
Strategic planning can be defined as the process
of developing and maintaining a strategic fit
between the organization’s goals and capabilities
and its changing marketing opportunities.

Strategic planning cont….
Strategic planning or strategizing is
essentially a task of choice, e.g. to decide
what to do and what not to do to achieve
organizational goals.
Every company has to do strategic planning,
although the nature and environment may
vary
MOST IMPORTANT THINGS FOR DEVELOPING
A MARKETING PLAN
Market research: Gathering and classifying data about
the market the organization is currently in
Competition: The marketing plan should identify the
organization's competition
Market plan strategies: Developing the marketing and
promotion strategies that the organization will use.
Such strategies may include advertising, direct
marketing, training programs, trade shows and website

DEVELOPING A MARKETING PLAN
CONT…
Marketing plan budget: Strategies identified in
the marketing plan should be within the budget
Marketing goals: The marketing plan should
include attainable marketing goals. For example,
one goal might be to increase the current
customer base by 500 over a three-month
period
DEVELOPING A MARKETING PLAN CONT…
Marketing Mix: The marketing plan should evaluate
the appropriate marketing mix. This includes setting
up the marketing 4 P's the product, price, place, and
promotion. These four elements are modified until
the best combination have been found that will
cater the needs of the product's customer.
Monitoring of the marketing plan results: The
marketing plan should include the process of
analyzing the current position of the organization.
THE NATURE AND CONTENTS OF A MARKETING PLAN
The marketing plan created for each product line or
brand is one of the most important outputs of
planning for the marketing process. A typical
marketing plan has eight sections.
Plans should be short term and long term. Most firms
make annual plans, which are divided into quarterly
plans. To be market proactive the plans should be kept
flexible to enable firms to alter them to dovetail the
changing market environment.
EIGHT SECTIONS OF MARKETING PLAN
 Executive summary and table of contents: This
brief summary outlines the plan’s main goals and
recommendations; it is followed by a table of
contents
Current marketing situation: This section
presents relevant background data on sales, costs,
profits, the market, competitors, distribution, and
the macroenvironment, drawn from a fact book
maintained by the product manager.
CONTENTS OF A MARKETING PLAN
CONT…..
Opportunity and issue analysis: This section
identifies the major opportunities and threats,
strengths and weaknesses, and issues facing
the product line or brand.
Objectives: This section spells out the financial
and marketing objectives to be achieved.

CONTENTS OF A MARKETING PLAN CONT…
Marketing strategy: This section explains the
broad marketing strategy that will be implemented
to accomplish the plan’s objectives (4Ps or7Ps).
Action programs: This section outlines the broad
marketing programs for achieving the business
objectives. Each marketing strategy element must
be elaborated to answer these questions: What
will be done? When will it be done? Who will do
it? How much will it cost?
CONTENTS OF A MARKETING PLAN CONT…..
Projected profit-and-loss statement: Action
plans allow the product manager to build a
supporting budget with forecasted sales volume
(units and average price), costs (production,
physical distribution, and marketing), and
projected profit. Once approved, the budget is
the basis for developing plans and schedules for
material procurement, production scheduling,
employee recruitment, and marketing operations
CONTENTS OF A MARKETING PLAN
CONT…
Controls: This last section outlines the
controls for monitoring the plan. Typically,
the goals and budget are spelled out for each
month or quarter so senior management can
review the results each period. Sometimes
contingency plans for handling specific
adverse developments are included.
BENEFITS OF MARKETING PLANNING
1. It helps in avoiding future uncertainties.
2. It helps in managing by objectives.
3. It helps in achieving objectives.
4. It helps in coordination and communication
among the departments.
5. It helps in controlling.
6. It helps the customers in getting full satisfaction

STEPS TO A SUCCESSFUL STRATEGIC MARKETING PROCESS
1. Have a future-focused vision statement: Pull out the

elements you want to include in your destination and
tighten it up into a clear concise sentence to be shared.
2. Identify core mission. Briefly describe what
organization does, provide insight into the value you
create, and capture the essence of a company
3. Identify priorities: These are the issues the strategic
plan should focus on. Avoid being distracted by
anything else.
STEPS CONT…..
4. Build a communication plan: Make sure all
employees understand how they fit into the
strategic plan and how the work they do contributes
to it.
5. Hold people accountable: Assigning responsibility
to an individual.
6. Review: It should never end, as a strategic plan
should be a dynamic, living document.
CRITERIA FOR SETTING MARKETING
OBJECTIVES
Marketing objectives are the marketing
strategy set in order to achieve the overall
organizational objectives
The SMART approach allows a supervisor
to effectively manage the marketing
activities and be able to determine how
successful new objectives will be.
CRITERIA FOR SETTING OBJECTIVES CONT…
Specific : State objective in a way that is precise
about what you are hoping to achieve
Measurable: Quantify each objective
Achievable: Objectives are reasonable in terms of
what you can actually achieve
Realistic: Have sufficient employees and resources to
achieve the objectives you have set
Time-based: You need to define a timing plan by
using target timing for each specific objective.
EVALUATING THE MARKETING PLAN
Customer Response - Customer response in
all its varied forms can help you to
determine what type of reactions your
marketing efforts create
Return on Investment: The idea is to check
whether the money was put into your
marketing plan has resulted in a profit
EVALUATING CONT…
Reviewing Sales Numbers: Reading the numbers can
be the fastest and most basic way to determine
whether your plan is working. Take into account any
rise in sales or expansion of the business.
Marketing Reach Expansion: Marketing that makes its
way into new regions either by customer
recommendation or natural growth indicates both a
successful and popular product or experience and an
effective marketing message
EVALUATING CONT…
Marketing Partner Response: Partner feedback
reveals the effectiveness of the efforts in relation
to associated brands, suppliers and vendors.
Actions of Competitors: The actions of your
competitors can often be very telling when it
comes to the success or failure of your marketing
plan. If competitors rush to copy what you've
done or try their best to one-up your initiatives,
the plan is working
- END -

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ADVANCED MARKETING

Marketing management is 'the art and

• Marketing refers to activities a company

Marketing management is “planning,

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

Marketing as a Source of Income and

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

Marketing Is Helpful in Development Of An

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

A business that is run on production oriented

The assumption creates strategic orientation

Mr. Selestine Lufundisha

Production concept could still hold true in

Mr. Selestine Lufundisha

The marketing concept holds customer

Mr. Selestine Lufundisha

Marketing concept offers a pragmatic solution

The societal marketing concept holds that

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Marketing Environment means a collection of

Mr. Selestine Lufundisha

Marketing environment is categorized into

Mr. Selestine Lufundisha

• Micro external environment have an important

The people who buy and use a firm’s product

Government can create subsidies, taxing the

There are marketing service agencies

Mr. Selestine Lufundisha

Economic environment includes the type of economic

The nature of technology used for production

Demographic environment includes the size and

Mr. Selestine Lufundisha

Natural environment is the ultimate source of many

Is the process of dividing a market of

1. Homogeneity, or common needs within a

1. Improves Campaign Performance

Mr. Selestine Lufundisha

1. Speak directly to a defined audience.

Mr. Selestine Lufundisha

Refers to the process of establishing the

1. Confirm your understanding of market dynamics

1. Positioning based on product characteristics

Mr. Selestine Lufundisha

It is a visual expression of consumers'

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

Mr. Selestine Lufundisha

1. Have a future-focused vision statement: Pull out the

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