PAZARLAMA YÖNETİMİ

Strategic planning has a long-term perspective, whereas marketing planning has a shorter-term view derived from the perspective of the product and market portfolio of an organization designed to achieve its overall objectives.

Vision statements of corporations answers the question of “What do we want to become?”, whereas mission statement answers the question of “What is our business?”. Thus, while vision statement specifies a dream, mission statement provides a purpose. Mission and vision statements can be found in annual reports and web-sites of corporations.

Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, have an impact on its ability to serve its customers. Macro external environment includes larger societal forces, for instance demographic and economic forces, which have an influence on micro external environment.

Demographic environment deals with human populations and its characteristics such as age, gender, income, occupation, etc. It is important to analyse demographic environment as it includes people consisting of consumers and customers who make up markets. For instance, women’s contribution to work force has been increasing in Turkey. is means that these women have less time to cook in households, and this has created a need for frozen foods. Companies that acknowledged this trend in demographic environment became more successful than their competitors.

One of the tools to develop a situation analysis is called SWOT Analysis. Managers examine the internal environment for Strengths and Weaknesses, and at the external environment for Opportunities and Threats. Strengths are the positive internal factors, while Weaknesses are the negative internal factors. Similarly, Opportunities and threats are positive and negative external factors, respectively.

Micromarketing aims to tailor products and marketing programs according to individual’s and local customer groups’ needs and wants. With this strategy companies, seeing the individual in every customer, analyze the specific features in every customer.

Marketing mix includes the key elements for marketing strategy and these key elements are: Product, Price, Place, and Promotion. Since all elements start with the letter “p”, marketing mix is also called as 4Ps of marketing.

Services have diverse characteristics than products. These differences are intangibility, heterogeneity, inseparability and perishability. Services are intangible in nature, it is not possible for us to feel them with our five senses. Also each employee is different and even an individual may have mood swings during the day, making it hard to provide a homogeneous service. Furthermore, it is not possible to separate production and consumption while producing services. Lastly, as the production and consumption occur simultaneously, it is not possible to store services, this means that they will perish.

One of the micro external environment's actors of a company are marketing intermediaries.Marketing intermediaries consist of resellers (e.g. wholesalers, and retailers) physical distribution companies (e.g. third-party logistic companies such as Ekol Logistics, and Kuehne-Nagel), marketing services agencies (e.g. advertising agencies), and financial intermediaries (e.g. banks, insurance companies). These intermediaries aid company in promoting, selling, distributing, and promoting goods and services to ultimate customers.

Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called psychographic segmentation. For instance, social class has a solid impact on consumer’s preference in cars and clothing.

Marketing strategy aims to create customer value and achieve profitable and enduring relationships with customers. Marketing strategy consists of Market Segmentation, Market Targeting, Positioning and developing a Marketing Mix.

A company that aims to achieve its objectives should answer a number of questions in sequence. The fifth question is the last one; “Is the company being successful in obtaining its objectives, is everything going fine? Or “is there any need for alteration?” These questions search for performance outcomes, auditing and control.

Marketing Planning: Deals with day-to-day performance and results, Represents only one stage in organizational development, Functional and professional orientations likely to overweigh, Goals are separated to specific targets, Significance of goals and strategies is immediately recognizable.

Strategic planning has a long-term perspective, whereas marketing planning has a shorter-term view derived from the perspective of the product and market portfolio of an organization designed to achieve its overall objectives. This shows the interdependence between strategic planning and marketing planning.

At the beginning, businesses are just ideas. If these set of ideas and beliefs regarding the business are given in a written form this written form, mirrors the ideas underlying mission and vision statements of corporation. A well-written mission statement guides and motivates people in the organization and emphasize company’s strengths in the marketplace. Vision statement specifies a dream, while mission statement provides a purpose.

Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, has an impact on its ability to serve its customers.

Political environment consists of laws and regulations, government agencies, and pressure groups which have impacts on companies and individuals in a society.

Micro external environment includes the company, suppliers, marketing intermediaries, competitors, publics, and customers.

Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Behavioral segmentation divides the market according to consumers’ knowledge, attitudes, uses, or responses to a product.

Marketing mix includes the key elements for marketing strategy and these key elements are Product, Price, Place, and Promotion. Since all elements start with the letter “p”, marketing mix also called as 4Ps of marketing.