basic thing that marketers need to know, is that " marketing process "includes a set of actions ORDERED, SEQUENTIAL AND SUSTAINED that begin long before there is a product or service, and aimed at meeting the needs and desires of customers for a utility or benefit to the company.
This process is very different businesses that applied for more than 50 years ago (whose goal was to create a product today to sell tomorrow at all costs).
That sense, marketing process includes the following (ordered sequentially):
1. Analysis Marketing Opportunities :
E This is the first step of marketing process.
A marketing opportunity is considered as such when there is a high probability that someone (person, company or organization) to make a profit by meeting a need or desire [1].
2. Market research:
This is the second step or "Phase 2" marketing process and starts after you have identified a market opportunity. Its objective is to measure and predict how attractive is that particular market, how profitable is, what features it has and whether it is feasible to enter it or not. To this end, an estimate of its size, its growth, its peculiarities and preferences, etc ...
3. Selecting Marketing Strategies :
After studying all the information from market research, it's time to make strategic decisions that lets you route, differentiating and positioning in the target market.
These decisions are related mainly with: segmentation, the differentiation , the positioning and emphasis and flexibility .
4. Choosing Marketing Tactics :
At this stage, the marketing strategies must be transformed into programs. This is done by taking decisions regarding the marketing mix * * (product, place, price and promotion), the * costs * and * schedule of activities *.
5. Application:
This is the stage in the process of marketing applying the strategic and tactical plans. Is the time when you have to: 1) produce or conceptualizing the product or service to meet the needs and desires of the target market, 2) implement pricing policies that the target market is able and willing to pay, 3) implement distribution channels through which the product or service is available at the appropriate time and place and 5) advertise or promote the product or service with the aim to inform, persuade and / or remind the target market the benefits and market availability .
6. Control:
This last stage in the process of marketing basically consists of monitoring the position in relation to the destination, that way, you can make adjustments as necessary.
This process is very different businesses that applied for more than 50 years ago (whose goal was to create a product today to sell tomorrow at all costs).
That sense, marketing process includes the following (ordered sequentially):
1. Analysis Marketing Opportunities :
E This is the first step of marketing process.
A marketing opportunity is considered as such when there is a high probability that someone (person, company or organization) to make a profit by meeting a need or desire [1].
2. Market research:
This is the second step or "Phase 2" marketing process and starts after you have identified a market opportunity. Its objective is to measure and predict how attractive is that particular market, how profitable is, what features it has and whether it is feasible to enter it or not. To this end, an estimate of its size, its growth, its peculiarities and preferences, etc ...
3. Selecting Marketing Strategies :
After studying all the information from market research, it's time to make strategic decisions that lets you route, differentiating and positioning in the target market.
These decisions are related mainly with: segmentation, the differentiation , the positioning and emphasis and flexibility .
4. Choosing Marketing Tactics :
At this stage, the marketing strategies must be transformed into programs. This is done by taking decisions regarding the marketing mix * * (product, place, price and promotion), the * costs * and * schedule of activities *.
5. Application:
This is the stage in the process of marketing applying the strategic and tactical plans. Is the time when you have to: 1) produce or conceptualizing the product or service to meet the needs and desires of the target market, 2) implement pricing policies that the target market is able and willing to pay, 3) implement distribution channels through which the product or service is available at the appropriate time and place and 5) advertise or promote the product or service with the aim to inform, persuade and / or remind the target market the benefits and market availability .
6. Control:
This last stage in the process of marketing basically consists of monitoring the position in relation to the destination, that way, you can make adjustments as necessary.
To delve deeper into this topic, please click on the following item: Marketing Process
Notes:
1. The Marketing by Kotler, SAICF Paidos Editorial, p. 59.
Bibliography:
[1]: From the book: Fundamentals of Marketing, 13th Edition, Stanton, Etzel and Walker, p. 7.
[2]: From the book: Address Marketing, Philip Kotler, 8th edition, p. 94, 101.
[3]: From the book: The Marketing by Kotler, SAICF Paidos Editorial, p. 59.
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