Marketing Process


N's spirit Basic MBA > Marketing Process

Marketing Process

Marketing process means a series of procedure to analyze internal and external environment and to decide target and position of a product and price or promotion strategy. If marketing don't succeed, marketing process should be revised and marketing strategy should be rebuilt based on the process.


Environmental analysis

When marketing strategy is considered, the company firstly needs to analyze internal and external situation. When this analysis is implemented, 3C, 5F and PEST analysis are often used. Besides, PPM analysis helps the company to confirm positioning of each business to make vision of strategy.

Through this analysis, the company decides strategic target and marketing target.


Segmentation

Segmentation is to divide marketing target into groups by similar purchase behavior. Segmentation helps the company to find appropriate segment to achieve marketing goal.

Segmentation


Targeting

Targeting is decided based on segmentation. The company often judge which segment has potential for it, for example niche segment or competitive segment.

To decide a target, segmentation by products or services and customers is often utilized.


Positioning

Positioning is a kind of method to build competitive advantages of a product compared with competitor's products in a target segment.

To decide positioning, positioning map is drawn by two factors to show differentiation between company's product and competitor's product.

Positioning


Marketing Mix

Marketing Mix is generally called 4P, which means Product, Price Place and Promotion. Since 4P is come up with infinitely without thinking of target and positioning, it should fit together target and positioning.


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Marketing
Marketing Process
Segmentation
Positioning
Marketing Mix (4P)
Product Strategy
Pricing Strategy 1
Pricing Strategy 2
Pricing Strategy 3
Pricing Strategy 4
Price Strategy for Service
Innovation of Pricing Model
Channel Strategy
Promotion Strategy
Prevention of Competitor's Imitation
Brand Strategy
B2B Marketing 1
B2B Marketing 2
Estimation of Market Size
Estimation of Market Size (ATAR model)
Estimation of Market Size (Logistic curve)
Estimation of Market Size(BASS model)
Stage Gate System


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N's spirit Basic MBA > Marketing Process

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