Professional Documents
Culture Documents
Orhan
13
Table of Contents
1.1.
1.2.
1.3.
1.4.
1.5.
1.5.1.
Limitations: ............................................................................................................................... 9
1.5.2.
1.5.3.
1.6.
References:.................................................................................................................................................. 11
Relationship marketing
Business/Industrial Marketing
Social Marketing
Relationship marketing: It is about the building of the healthy and the long lasting relationships
with the firm and with the customer so that the customer base can be utilized efficiently.
Business Marketing: The name will imply which is applicable for business to business domain.
They have context where marketing will take place between the business and also the
organizations. This will increase the marketing efforts to suit the customer needs.
Social Marketing: It is the marketing orientation where they give more emphasis by complying
with the norms which is existing with the social norms which is detrimental to society at large.
Case study:
The Amazon is the e-commerce website which conducts the business online. The marketing
tactics and the business will make sure that there is effective marketing which is success for their
product, service and also the business. The ever increasing and the use of the internet by the
marketers made the company to include the internet in their marketing plan. This explains the
importance which is attached to the e-marketing and presents the relationship between them.
(Spirig, 2011)
1.2.Strategic marketing planning process:
The strategic marketing planning is the vital documents which are used by the company for their
planning so that there is a road map where they survey the business environment so that they will
describe the problem, their threat and the opportunity in the industry which contains the
marketing strategy. It is the integral part of the business plan.
The marketing plan will show the synopsis where the key points and the major
recommendations will follow the executive summary.
Environmental analysis:
The organization will discuss the mission statement. The situation will be more about the
environment of the market and the situational analysis is done here. The external environmental
factors like competition, market and marketing channels are assessed. The internal factors like
costs, profits and the human resources are also assessed. (Varadarajan, 2011)
SWOT analysis:
The company must be aware of their strength, weakness, opportunities and threats.
The
company should know their internal weakness and their strength at the same time the external
threats and opportunities. (Akkaya, 2012)
Marketing objectives:
Besides the SWOT the other major objectives of the organization is stated. This shows how the
organization is able to accomplish their plan. The objectives are market share, their profitability
and sales volume.
Marketing strategies:
They have two vital areas the target market and the marketing mix for the satisfaction of their
target market.
(Varadarajan, 2011)
Marketing Implementation and action program:
The marketing program which is undertaken to implement the marketing strategy is assessed
here. The cost, actions taken and how they are done is assessed.
The financial projections are required so that this helps in the determination of the marketing
plan which is working. They are reported either in the monthly or in the quarterly basis.
(Akkaya, 2012)
The
understanding of customers and value of the requirements is very vital here. (Varadarajan, 2011)
This helps them to leverage their capacities and develop their competitive skill. This helps them
to better understand how to penetrate into their market and increase their competition. This will
help them to expand their research findings to strong relationship between the market orientation
and the more superior performance. The companies must be more market oriented.
(Varadarajan, 2011)
To match the customer values:
There is a superior market orientation where they involve many bundles of the benefits like the
product, the services and the personnel involved. The costs will include the price for the
purchase, the time and also the energy which is involved and the perceived risk. (Akkaya, 2012)
To achieve superior performance:
The superior performance can be achieved by having more focus on the external environment.
The process will be identified and they will have more identifiable owners. The information can
be shared with all the participants. (Mongay, 2011)
Brand guidelines
Creative assets
Marketing planning
Best practices
Customer data
The majority of the purchase decisions is based on the research online and they are simply not
enough for their website and they must be found easily online. This requires that they have their
major focus with the engine optimization. (Spirig, 2011)
Live by the business calendar:
The best way for the creation and forwarding the marketing strategy is to schedule their
marketing activities every day and week.
1.5.1. Limitations:
The marketing managers must act in the more responsible manner since they are bound to the
consumer laws and thus the marketers and the suppliers have the care for their customers. The
goods that is sold must be satisfactory by the customers and should abide by the laws and
regulations of the country where the sales is made. The consumer acts also make sure that they
are free from the unfair trade regulations act.
advertising practice as per the norms and must be in line with the competition. (Mongay, 2011)
1.5.2. Contributions and growth:
The marketing gives access for the rapid expansion and growth of the prospects and customers
with the digital CRM and the social aspects. The feasible and they have the ability to link their
customer and also the product data so that they can understand the entire customer relationships.
The front investment requirements will have the software as the service and cloud based business
models. The improvements will increase the ability to measure what will happen and refine
according to that. (Akkaya, 2012)
1.5.3. Contributions to informed marketing decisions:
The business must provide the clear information for the customers so that they can make the
informed purchasing decisions with the business, goods and the services which is sold and rights
of the consumers to cancel their orders. (Akkaya, 2012) The market research will gather and
record the information about the consumers, market and the product competition in the more
organized way. There are three ways in which they can gather the information and they are
1. The internal information is held by the organization with the details of the customers
who are in the existing mode
References:
Akkaya, F. (2012). Global Marketing Strategies. Journal of strategic management , 45 67.
Spirig, R. (2011). International, Market-Driven Expansion Strategies in General Achieving Sustainable Growth in Times of Uncertainty . Journal of Marketing , 34 - 56.