Marketing Management Plan

Think of marketing as an exchage. think of marketers as people who help to manage exchanges.

Marketing job is to :
>  Discover - what people need, what they will value
>  Create - a solution to identified needs, a product that people will value
>  Arouse - a desire people to buy the product
>  Satisfy - the needs that were first discovered, to provide the value that people want

Marketing are managers who help to co-ordinate an organisation's activities. They recommend what the organisation should offer, and how it should be packaged, delivered, priced, and promoted.

a marketer must be able to think and communicate clearly. He or she will work with managers from the other functions and so must be able to see their point of view and provide for their needs in his or her planning.

The marketing concepts is " That people operate best when they exchange value for value".
Marketers believe that exchange is best understood from the customer's view point.

Organisations need marketing to :
> Find out what customers think
> Help them to produce products that will satisfy the customers
> Tell the customers are satisfied with what they bought.

The British Chartered Institute of marketing define marketing as follows :
" Marketing is the management process responsible for identifying, anticipating, and satisfying cutomer requirements profitably".

point to remember : Marketing helps to set up exhanges where both parties feel they have benefited

Marketing is known as the bridge to the customer

Marketing Planning

We need to know first what the different about information and data.
Information is what we need to know at any one time,
Data is the mass of facts, it may or may not contain usefull information.

Two kind of information is :
Planning information
> focus on the future ( it helps managers to analyse what is likely to happen.
> long term ( managers need to look as far into the future as they can )
Managers need planning information on the environment ( STEEPLE; Social and cultural; Technological and product innovation; Economic and market conditon; Education, training and employment; Political; Legal; Environmental protection), on competitors, on their own organisation.

Control information
> focus on the immediate past ( it reports what was happened )
> short term ( it deals with day-to-day result )

There are two types of information system:
Management Information System ( MIS )
this provide information for all managers in an organisation
Marketing Information System ( MkIS )
this provide only marketing information,
Every MIS has a MkIS inside it - but a MkIS can operate on its own if there is no MIS.

Long term plans up to 100 years plan ( ex energy companies, Mining Industries, etc )
Medium term plans 20 - 40 years plan ( retailer, etc )
Short term plan these are always the operational plans.
we have to be careful only to use terms that can be understood.

Smart Objectives

Specific - each is precise. There can be no missunderstanding
Measurable - the result can be measured
Achievable - the manager believes they can be achieved
Realistic - objectives must be possible to achieve
Timed - a time must be included

There are two key ways in which the way forward is established and managed.
Management by objectives ( MBO )
is a system under which is manager meets with his superior and agrees the objectives he or she will aim to achieve. these objectives are recorded as part of the MIS.

Management by Exception ( MBE )
is in place the control system has a clear set of objectives for each manager. MBE reports only exceptions to objectives. it reports all variences from plan.

sources : The official LCCI Examinations board guide