logging in or signing up a.Introduction to marketing planning 1 sidharrth Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 35 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: September 07, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Definitions of marketing: Definitions of marketing ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ The Chartered Institute of Marketing‘The right product, in the right place, at the right time, and at the right price’ Adcock et al : ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980 : ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980 ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991 : ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991Implications of marketing: Implications of marketing Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service? Why should customers buy from us?The marketing concept: The marketing concept choosing and targeting appropriate customers positioning your offering interacting with those customers controlling the marketing effort continuity of performanceSuccessful marketing requires:: Successful marketing requires: P rofitable O ffensive (rather than defensive) I ntegrated S trategic (is future orientated) E ffective (gets results) Hugh Davidson 1972Marketing management process: Marketing management process Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? (Implementation - Getting there!) Control - Ensuring arrivalWhy is marketing planning necessary?: Why is marketing planning necessary? Systematic futuristic thinking by management better co-ordination of a company’s efforts development of performance standards for control sharpening of objectives and policies better prepare for sudden developments You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
a.Introduction to marketing planning 1 sidharrth Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 35 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: September 07, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Definitions of marketing: Definitions of marketing ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ The Chartered Institute of Marketing‘The right product, in the right place, at the right time, and at the right price’ Adcock et al : ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980 : ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980 ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991 : ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991Implications of marketing: Implications of marketing Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service? Why should customers buy from us?The marketing concept: The marketing concept choosing and targeting appropriate customers positioning your offering interacting with those customers controlling the marketing effort continuity of performanceSuccessful marketing requires:: Successful marketing requires: P rofitable O ffensive (rather than defensive) I ntegrated S trategic (is future orientated) E ffective (gets results) Hugh Davidson 1972Marketing management process: Marketing management process Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? (Implementation - Getting there!) Control - Ensuring arrivalWhy is marketing planning necessary?: Why is marketing planning necessary? Systematic futuristic thinking by management better co-ordination of a company’s efforts development of performance standards for control sharpening of objectives and policies better prepare for sudden developments