In most large companies strategic plans are made at four levels: Marketing intelligence focuses on current happenings. A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to various marketing decision makers.
What are useful internal records for such a system? What are some influential macroeconomic developments? How is strategic planning carried out at different levels of organization? What makes up a marketing intelligence system? Kotler emphasized that segmentation, targeting, positioning STP is the essence of strategic marketing.
Once the business unit accepts to offer the value proposition supported by marketing as well as operations, further marketing activities include detailed product specifications, distribution system and price decisions.
Define the problem, the decision alternatives, and the research objectives 2. Marketers have the major responsibility for identifying significant marketplace opportunities and trends.
The marketing strategy is also influenced by the position the product gets in the competitive market place: Old people are increasing the population.
In there were million old people. The marketing strategy related to the product gets modified based on the life cycle stages: What constitutes good marketing research? For new distribution channels market test results are the basis for forecasting. The Marketing Research Process 1.
A rational customer value delivery process is doing marketing at the beginning. The marketing staff have to identify the potential market for the likely product product idea and must segment the market and select the appropriate target segment and then only product can be finalized for its specific attributes.
Bythis number will go up to one billion. For this purpose, firms have to organize and distribute a continuous flow of marketing information. The needs and potential of each segment needs to estimated and the segment that the market can serve best and make optimal profit is to be determined.
Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to specific marketing situation facing the company. How can companies accurately measure and forecast demand?
Developing Marketing Strategies and Plans 1, How does marketing affect customer value? Internationalization and globalization may become possible or may become necessary at some stage in the product life cycle and marketing strategy may need to redeveloped taking into consideration the expanded market.
Develop the research plan 3. A marketing plan is a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives.
So the items consumed by old people have to be produced in greater quantities. Marketing has further role to play in the new product development process. The differentiation decision gives the signal for full development of the new product. It has three major components: Marketing intelligence system is a set of procedures and sources used by marketers to obtain every day information about pertinent developments in the marketing environment Kotler.
Designing and Managing Value Networks and Channels Chapter Questions What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing their channels?
How should companies integrate channels and manage channel conflict? What is the future.
A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.
What Decisions Do Companies Face In Managing Their Channels MARKETING MANAGEMENT 12th edition 15 Designing and Managing Value Networks and Channels Kotler Keller Chapter Questions What is a marketing channel system and value network?Download