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Marketing Mix

Advance Marketing Mix

Selecting Customers to Serve


Market segmentation:
Dividing the market into segments
of customers.

Target marketing:
Selecting one or more segments to
cultivate.

Companywide Strategic
Planning:
Defining Marketings Role
What is Strategy

Strategy is a plan of action


designed to achieve a long-term or
overall aim/goal/objectives.

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Companywide Strategic Planning:


Defining Marketings Role

Strategic Planning
Strategic planning is the
process of developing and
maintaining a strategic fit
between the organizations
goals and capabilities and its
changing marketing
opportunities for long run
survival and growth.

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Companywide Strategic
Planning:
Defining Marketings Role
A sound mission begins with the following
questions:

What is our business?


Who is the customer?
What do customer value?
What should our business be?

Defining a Market-Oriented Mission


Mission statement: The organizations purpose,
what it wants to accomplish in the larger
environment
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Companywide Strategic
Planning:
Defining Marketings Role
Setting Company Objectives and Goals

Business objectives
Marketing objectives
Business objectives

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Engro Chemical Pakistan


Limited
Mission:
Helping farmers maximize their
farm produce by providing quality
plant nutrients and technical
services upon which they can
depend
Objectives:

Understanding farming challenges & supply


them fertilizer cost-effectively at a price that
enable Engro to get a fair return on
investment
This require Engro to use international R & D
facilities to come up with products that better
serve the needs of farmers.

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Marketing Strategy and the


Marketing Mix
Customer-Driven Marketing
Strategy
Companies need to be customer centered,
therefore sound marketing requires a
careful customer analysis.
Market segmentation is the division of a
market into distinct groups of buyers who
have distinct needs, characteristics, or
behavior and who might require separate
products or marketing mixes.
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Marketing Strategy and the


Marketing Mix
Developing an Integrated Marketing
Mix
The four Ps

Product
Price
Place
Promotion

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Marketing Strategy and the


Marketing Mix
Developing an Integrated Marketing
Mix
The four Ps
Product is the goods and services in combination
that the company offers to the target market.
Price is the amount of money customers have to
pay to obtain the product.

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Marketing Strategy and the


Marketing Mix
Developing an Integrated Marketing
Mix
The four Ps
Place is the company activities that make the
product available to target customers.
Promotion is the activities that communicate
the merits of the product and persuade
target customers to buy it.

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Marketing Strategy and the


Marketing Mix
The 4 Ps
Product
Price
Place
Promotion

versus

The 4 Cs
Customer solution
Customer cost
Convenience
Communication

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STEPLE Analysis

STEPLE stands for - Political,


Economic, Sociological,
Technological, Legal,
Environmental.

A STEPLE analysis is a
useful tool for understanding
the big picture of the
environment in which an
organization is operating.

Specifically a STEPLE
analysis is a useful tool for
understanding risks
associated with market (the
need for a product or
service) growth or decline,
and as such the position,
potential and direction for an
individual business or
organization.

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