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i) Marketing Planning :-
The marketing planning process involves forging a plan for a
firm's marketing activities. A marketing plan can also pertain to a specific
produc
t, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.
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ii) Marketing Strategy :-
The field of marketing strategy considers the total
marketing environment and its impacts on a company or product or service. The
emphasis is on "an in depth understanding of the market environment,
particularly the competitors and customers."
A given firm may offer numerous products or services to a
marketplace, spanning numerous and sometimes wholly unrelated industries.
Accordingly, a plan is required in order to effectively manage such products.
Evidently, a company needs to weigh up and ascertain how to utilize its finite
resources. For example, a start-up car manufacturing firm would face little
success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any
other large global car maker. Moreover, a product may be reaching the end of
its life-cycle. Thus, the issue of divest, or a ceasing of production, may be
made. Each scenario requires a unique marketing strategy. Listed below are some
prominent marketing strategy models.
A marketing strategy differs from a marketing tactic in that
a strategy looks at the longer term view of the products, goods, or services
being marketed. A tactic refers to a shorter term view. Therefore, the mailing
of a postcard or sales letter would be a tactic, but a campaign of several
postcards, sales letters, or telephone calls would be a strategy.
We MRA Consulting est l'une des société Etude des marchés les plus progressistes au Congo. Nous sommes spécialisés dans les études de marché quantitatives et qualitatives au Congo. Nos techniques Etude des marchés vous aident à identifier les domaines dans lesquels votre entreprise peut prospérer le plus.
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