I believe the overall concept of marketing is a business focused on the wants of their consumers;- using marketing-orientation (putting consumers at the centre of the business) and planning the future directions to go in.
Looking at how my company positions itself I decided to evaluate Robert F. Lauterborns’ ‘five Cs’ marketing concept which consists of:
-Company - What is my company?
-Customer – What is the target market of my company?
-Collaborators - Who are the partners of my company? People who can complement the selling of our goods or services?
-Competitors - Who are your competitors?
-Context - What is the business environment?
Going into the more detail I have then looked at E J McCarthys’ ‘4Ps’ marketing mix, that was later developed into the ‘7Ps’. The 7Ps of marketing consist of:
1. Product - Describe the product you are selling. What need are you meeting? What problem are you solving? Describe the services ( after sales support) that supplement your products.
2. Promotion - How do you intend to promote your product? Through newsletters? TV advertisements? Radio advertisements?
3. Price - What price do you sell your product at? What are the prices of similar products in the market?
4. Place - How do you intend to distribute the products. Through mass supermarkets? Concept stores? Small Mom-and-pop stores? Walmart?
A good marketing plan can help you focus your energy and resources. That's why market research, however simple or sophisticated, is important.
_regular marketing research
_setting marketing focus structure
_initial product development
_building excellent services
_attracting attentions of customers
_building long-time relationships with:
_customer loyalty and trust
_long term goal
Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated...