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Managing the Marketing
Effort.
Nov 20th, 2009
2 of 15
This section covers:
•Marketing organisation/management
•Marketing implementation – drawing up a
marketing plan
•Controlling marketing activity
Marketing Management Decisions
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When a company has decided what its basic goals
and targets are, it needs a marketing plan
This plan should give a clear guideline about how it
should move forward with its business
VS
$120 Billion+
Revenues (2008)
$100 Billion
Revenues (2008)
Marketing Organisation & Management
Analysing Marketing Opportunities
The Marketing Environment
Market Research & Information Systems
Market Segmentation, Tragetting & Positioning
Marketing Mix Development
Product Decisions
Pricing Decisions
Promotion Decisions
Place Decisions
Marketing of Services
Marketing Management Decisions
SWOTing your company
Marketing Management Responsibilities
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To Identify Customer Needs
To Satisfy Customer Needs – achieved through
the Marketing Mix / the 4Ps
Have Strategic Vision – what business are you in?
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There is a danger of Marketing Myopia
(Levitt 1960). This refers to not being able
to see the breath and width of your
business’ opportunities.
Environmental Management
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Environmental Management involves
marketers’ efforts toward achieving
organizational objectives by predicting
and influencing the competitive, politicallegal, economic, technological, and socialcultural environments.
Tools used in environmental
management are: Michael Porter’s 5
Forces, PEST & SWOT
Tool 1: Michael Porter’s 5 Forces
(these 5 forces determine industry profitability)
3. Threat of new entrants
1. Industry competitors
5. Power of buyers
Rivalry among existing
firms
2. Threat of substitutes
4. Power of
suppliers
Tool 2: PEST- Analysis
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Political
Economic
Social
Technical
Give examples of each.
These are the macro-environmental factors used in the environmental
scanning component of strategic management.
Tool 3: SWOT-Analysis

One tool that helps with the
investigation of your organisation is the
SWOT analysis

Strengths (internally)
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Weaknesses (internally)

Opportunities (in external environment)

Threats (in external environment)
SWOT Sample – Car industry
Marketing Plan

A marketing plan is a written
document that outlines the
necessary actions to achieve one or
more marketing objectives. It
usually spans a period of between 1
and 5 years.
Contents of Marketing Plan
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Executive Summary
Situational Analysis
Opportunities / Issue Analysis SWOT Analysis
Objectives
Strategy
Action Programme (the operational
marketing plan itself for the period
under review)
Financial Forecast
Controls
Sample Marketing Plan

http://www.bankofireland.ie/html/g
ws/includes/business/pdfs/market_
plan.pdf
Plan doesn’t have to be in standard format

http://www.tourismireland.com/CM
SPages/GetFile.aspx?guid=2e6477a
a-98ef-48ac-a2d8-4b0ad1b018e3
Control Marketing Activities
The Marketing Control Process
Marketing Objectives
Example: money for trade show vs sales from leads
Performance Standards - measure
Compare results against standard
Corrections & Alterations
Next Week – Final Slides
Services Marketing
Specific characteristics of Services
The Servuction System Model
The Five Gap Model of Service Quality
Defection Management and Customer Retention
Management