Marketing Process | Marketing Management - B Com PDF Download

 Page 2


Marketing
Marketing is the process of 
communicating the value of a 
product to customers, for the purpose 
of selling that product 
(goods or services).
Another simple definition of "marketing" is 
"managing profitable customer relationships".
Page 3


Marketing
Marketing is the process of 
communicating the value of a 
product to customers, for the purpose 
of selling that product 
(goods or services).
Another simple definition of "marketing" is 
"managing profitable customer relationships".
? Marketing process involves ways that value can be 
created for the customers to satisfy their needs.
? Marketing process is a continual series of actions and 
reactions between the customers and the 
organisations .
? In marketing process the situation is analysed to 
identify opportunities, the strategy is formulated for a 
value proposition, tactical decisions are taken, plan is 
implemented, and results are monitored
Marketing Process
Page 4


Marketing
Marketing is the process of 
communicating the value of a 
product to customers, for the purpose 
of selling that product 
(goods or services).
Another simple definition of "marketing" is 
"managing profitable customer relationships".
? Marketing process involves ways that value can be 
created for the customers to satisfy their needs.
? Marketing process is a continual series of actions and 
reactions between the customers and the 
organisations .
? In marketing process the situation is analysed to 
identify opportunities, the strategy is formulated for a 
value proposition, tactical decisions are taken, plan is 
implemented, and results are monitored
Marketing Process
Steps in Marketing Process
Following are the steps involved in the Marketing 
Process 
?Situation Analysis
?Marketing Strategy
?Marketing Mix Decision
?Implementation and Control
Steps in Marketing Process
Page 5


Marketing
Marketing is the process of 
communicating the value of a 
product to customers, for the purpose 
of selling that product 
(goods or services).
Another simple definition of "marketing" is 
"managing profitable customer relationships".
? Marketing process involves ways that value can be 
created for the customers to satisfy their needs.
? Marketing process is a continual series of actions and 
reactions between the customers and the 
organisations .
? In marketing process the situation is analysed to 
identify opportunities, the strategy is formulated for a 
value proposition, tactical decisions are taken, plan is 
implemented, and results are monitored
Marketing Process
Steps in Marketing Process
Following are the steps involved in the Marketing 
Process 
?Situation Analysis
?Marketing Strategy
?Marketing Mix Decision
?Implementation and Control
Steps in Marketing Process
1. Situation Analysis
Situational and environmental analysis is done to 
identify the marketing opportunities, to understand 
firms own capabilities, and to understand the environment in 
which the firm is operating.
5-C Analysis (Company ,Customers,Competitors,Collaborators,Climate) 
represents the internal situation
PEST Analysis for macro environmental,political,economic,societal,& 
technological factors
SWOT Analysis (Strength,Weaknesses,Opportunities and Threats)
Steps in Marketing Process