MARKETING

Marketing Principles



Marketing Principles

Explain the importance of the marketing planning process in the context of the organizational and marketing objectives?

Definition of marketing

Is the process involving the planning and implementation of concepts or perceptions of ideas, goods, and services and pricing, promotion and distribution to create exchanges are able to achieve the objectives of individuals and institutions (Abell, 1979, p. 34).

Relationship amidst Marketing Planning Process & Organizational Objectives

Any company designs strategic plans to achieve its objectives and goals, these plans can be short term oriented, medium or long term oriented. It depends on the extent along with the size and magnitude of the undertaking, as this means that many plans and activities must run each unit operational levels either higher or lower levels.

Planning consists in setting the specific course of action to be followed, establishing the principles that will guide you, the sequence of operations to perform and determinations of times and numbers needed for its realization (Achrol, 1999, pp. 146).

Strategic planning is a tool for strategic management excellence, is seeking one or more unique competitive advantages for the organization. The organization should formulate and implement the strategies in an effective and efficient manner which will allow one to develop as well as preserve the advantage which is solely based on the mission and the objectives considering the environmental pressures and the available resources. Strategic Planning is said to be an administrative process that is concerned with not only the developing but also maintaining the relationship amidst the objectives of the organizational resources and the dynamic mrket opportunities. The objective of the strategic planning process is to mould and reshape the business as well as the products of the company in order to combine and produce the satisfactory developments and its utilities (Anderson, 1982, p.7).

Strategic positioning

The position answers the question: What businesses want to be. One of the first steps in the strategic analysis is to determine where businesses are. Businesses that do are the product of a series of decisions taken or not taken in the past and of the typical evolution of the industry and markets.

A high percentage of the results of a business are linked to the performance characteristic of the industry and target markets. Another comes from our decisions and actions, or of our strategies and their implementation. The position identifies and defines the "battlefield" on which to compete. Competitive strategies determine how you will compete (Deshpand?, 1998, p.213).Strategic Thinking

This is a skill that can be developed, but not all, for some reason or another, they can achieve. The organization must achieve a combination of the multiple skills of those who compose it. To make the strategic development requires inputs that can be collected throughout the organization. It is essential that these decisions are aligned with the strategic direction.

Identification of the purpose and structure of a marketing plan in the context of the organization's mission statement and business plan

Every company or organizations have its own mission and vision ...