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Reading 1 - The marketing concept (The marketing function (Management of…
Reading 1 - The marketing
concept
Further readings
Abell, D.F. (1978) ‘Strategic windows’,
Journal of Marketing, vol. 42, no. 3, pp. 21–26.
Wilkins, A.L. and Ouchi, W.G. (1983)
‘Efficient cultures: exploring the relationship
between culture and organizational performance’, Administrative Science Quarterly, vol. 28, no. 3,
pp. 468–481.
What is marketing?
Something that is offered for exchange
An element of value for all parties
involved
Process of activities which make
an exchange possible
Marketing orientation
Sales orientation
Internally focused and looks
to sell products that the company
is successful at making
Organisation value
Marketing orientation
Externally focused on the
customers needs and wants
Customer value
The marketing function
Management of brand
Ensuring products are communicated, delivered
and offered at an attractive price
Identifying target-able consumers
Deciding objectives / strategies
Monitoring / analysing the market
Marketing process
Analysis of market
Strategy selection
Organisation's mission, vision
and values
Formulation of offering
Implementation, monitoring
and evaluation
Mission, vision and values
Vision statement
Future focused - inspirational
Values
Guides behaviours
Mission Statement
Summarises aims and values
Wilson and Gilligan (2005)
6 tests for a successful
mission statement
Signal opportunities and threats
Be achievable
Based on fulfilling customer's needs and
satisfaction rather than on the products
characteristics
Specific enough to guide staff's behaviour
Encapsulate the organisation's
key skills
Be adaptable
Opportunities and resources
Considerations
Evaluating marketing
opportunities
Environmental scanning
Understanding
organisation's capabilities
and assets
Changes in the
market place
New technologies
Changes in a product
New needs
Changes in a channel
Legislation / regulations
SWOT analysis
Further reading -
Strategic windows
Globalisation