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The strategic marketing process: Actions and Information

The Marketing Environment: Marketing Intelligence & Market Research

The strategic marketing phases and corresponding output reports

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The strategic marketing process: Actions and Information

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

The Variety of Marketing Plans
Long-Range Marketing Plans Annual Marketing Plans

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Porters four generic business strategies

Marketing Planning Frameworks: The Search for Growth

Profit enhancement options for increasing a firms profits

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Market-product grid of alternative strategies for a lawnmower manufacturer

What does the CEO want to know?

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The Marketing Environment: Macro PESTLE

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Macroenvironment
Economic Stage of development (GDP), growth, stability, inflation, currency fluctuations, income distribution, savings, debt etc Inter-state politics (EU), stability, internal and external conflict, corruption, military role in politics, religious tensions, government agencies, legislation, taxation etc Affect consumer and organisational spending ability and patterns Affect business capability Affect consumer attitudes and knowledge Affect business activities

Political/Legal

Social/Cultural Societys basic values, perceptions, preferences and behaviours

Affect consumer values and what they will buy Affect business practices and marketing strategies
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Macroenvironment
Demographic Population changes - age, gender balance, race, location, education, occupation etc Cost and availability of raw materials, increased pollution, conservation and sustainable development etc Pace of technological change, creation of new technologies etc Affect demand for products and services

Natural

Affect consumer attitudes Create opportunities and problems for business

Technological

Affect consumer behaviour and lifestyles Affect product life cycles Create opportunities and problems for business
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Porters 5 Forces
Threat of Potential New Entrants

Bargaining Power of Suppliers

Internal Rivalry

Bargaining Power of Buyers

Threat of Substitutes
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What is a Marketing Information System (MIS)? A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

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Steps to Improve Marketing Intelligence

Train sales force to scan for new developments Motivate channel members to share intelligence

Network externally Utilize a customer advisory panel Utilize government data resources Purchase information
Collect customer feedback online

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Marketing Information System

Information Collection Information Analysis Storage & Retrieval Communication

Accounting & MIS Data

What? Analysis Methods Marketing Models

Customers Competitors Suppliers Economy Demography Technology Society

Market Research Salesforce & Retail Data Marketing Intelligence

Segments
Marketing Databases How much? When? To whom?

Products Services Prices Communications Channels

What is Marketing Research?

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

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The Marketing Research Process

Define the problem Develop research plan Collect information Analyze information Present findings Make decision

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Research Approaches
Observation Ethnographic Focus Group Conjoint Test Marketing Behavioral Data and Experimentation

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