Development Of Marketing And Marketing Processes

Running head: DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 1

Development of Marketing and Marketing Processes

Student’s Name

Institution

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 2

Development of Marketing and the Marketing Process

Introduction

In 1981, there was relevancy in market management where effective marketing strategies

were to be used in market development. Market development entails the most significant plans

and strategies that ensure all marketing processes are productive. An institution in California had

a controversy of marketing that took five years to be productive. It contained several concepts

and marketing strategies which were incorporated to produce a developed market. However,

development of marketing is known to be incorporation of various concepts that are executed,

have proper pricing, promotion and ways of distribution made affordable to satisfy

organizational and individual objectives ((Burns et al., 2014). Therefore, the paper will seek to

address marketing concept in relation to its initiatives, strategies, processes and trends.

Market development contained several early stages that if followed systematically leads

to the initial status of a business or an organization. Based on this, some activities have to be

aligned with the business, and they must have impacts to the developing market (Burns et al.,

2014). It takes into action the early stages which are setting of business goals, mission and also

have objectives that the business or an organization must attain. The entire business is facilitated

in the provision of goods and services, as well as recommendations for the better services

offered.

Development of a market and the processes in marketing are planned and enacted by the

executives of an organization. All the prospective measures that ought to be taken in attaining

either long-term or short-term goals are implemented (McDonald & Wilson, 2016). When all the

goals have been met, development of an organization takes place. Achieving of all set goals

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 3

becomes of benefit to both the organization and business executives as well. For the growth of a

market, some strategies have to be adhered to attain the set goals.

Strategies in a Marketing Process

Attaining a marketing process there is the need for planning, developing and also

implementation to make it the recommended marketplace. Notably, this is done by following up

of the mission stated, objectives and goals that have been set. In having the named concepts, a

business meets all the market requirements and becomes the most competitive (Scarborough,

2016). In this case, customers are provided with the confidence in acquiring their services from

the organization. The existing marketing strategies have three phases that help in business

development, stimulating customers flow and to remain competitive in market environment. The

three steps are; planning phase, implementation phase and evaluation or the control phase.

Planning Phase

The planning phase is the most significant phase as helps in analyzing the internal

strengths and weaknesses, technological changes, industrial and cultural shifts as well as an

external competition. Based on this, planning phase analysis help in provision of an overview of

what the business needs and what it oughts’ to eliminate. However, the strategies used in

marketing has other four components that help in the provision of a pictorial view of the

company or an organization. The considered marketing elements involve the SWOT analysis,

marketing program, the setting of the market and program goals and finally the market-product

focus and the goal setting.

SWOT analysis helps in the definition of strengths, weaknesses, opportunities and threats

that are revealed in an organization (Scarborough, 2016). Identification of the SWOT analysis

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 4

gives a business the necessary steps for development. The analyzing of competitors, the current

and prospective customers is made effective, as well as assessing the company by identifying the

followed marketing trends (Scarborough, 2016). Completion of the SWOT analysis should be

made useful for the marketing plan development and also ensure that all measures set are

attainable. As a result, organizations are able proper plan in product marketing.

A marketing plan helps in the identification of the required and the most determined

decisions on products that are enquired by customers. According to Mintu & Winston (2013),

identifying the most recommended products allows customers to be acquiring goods and services

from the particular organization. Most importantly, clients are assured that the company or

organization is efficient and reliable in the provision of anything that is needed. However, all

customers make it a routine in buying of the products from the organization and helps in the

development of a market (Mintu & Winston, 2013). The development comes in due to stiff

competition that is created in the marketing environment. Adhering to the marketing plan helps

both company and executives in meeting all the set objectives, and also the market develops.

The setting of marketing and product goals increases the chances market development if

all customer needs are met, and any complaints and suggestions provided are well understood.

The business is able to point out of differences that make a market unique. Identification of the

unique qualities helps a market in meeting most of the set goals and objectives since there will be

stiff competition in the marketplace (Gummerus, 2013). In addition, the setting of market

product goals selects the target market in which all the products and services would be taken. As

a result, effective market development is enhanced since the targets act as a guide in what would

be done and how it shall be done.

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 5

Market-product focus and the goal setting gives the affirmation to the company on what it

should provide to the market. Among the components used are price strategy, place strategy,

promotion strategy and the product strategy. Pricing strategy helps in making a price listing that

will enable customers with an overview on how a certain product costs. Place strategy assist a

market in identifying where the products and services should be taken (Scarborough, 2016). The

marketing process is done with the aim of meeting a large number of customers. In addition,

promotion strategy necessitates an organization in coming up with ideas of making direct sales

which shall be done either on advertising, through public relations or sales promotion.

Scarborough (2016) emphasized promotion strategy helps in spreading the good news of a

business within a short period. Product strategy focuses on the features, branding, packaging and

also provision of warrants. It helps in the development of business after gaining a loophole that

will increase the sales rate.

Implementation Phase

The second phase is the implementation that requires the action enactment. This phase

depends on the actions taken during the first phase of planning. Following up of the planning

phase leads to an adequate and a competent structure of a business. In this phase, sales forecast

and proper budgeting impact the company positively. The phase uses four components that help

in development. This element include obtaining of resources, designing the marketing

organization, developing adequate planning schedules and also the execution of a marketing plan

(Gummerus, 2013). Hence, all development plans that have been set for a company are made

effective.

Obtaining resources helps in summing up of all monetary value that would be used in the

marketing of new products. In this case, the business is able to make proper financial planning

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 6

that require professional executives to manage monetary values. Firms are assured to develop for

there would be no wastage of money. In designing of the marketing organization, there is the

placing of plans in a hierarchical order (Mintu & Winston, 2013). Arranging of the marketing

plans helps in starting with the most critical plans that would be effective in the business. Giving

priorities to the most significant needs in an organization ensures that the flow of events leads to

success. Also, it eases the planning concepts that are used by executives in carrying out various

activities.

Developing planning schedules helps in the allocation of tasks that ease

accomplishments. According to Baker (2014), the planning process is done by the executives of

a business where they have to outline all the needs starting with why it is needed and how it shall

be done. A proper schedule is formulated to contain all events arranged systematically for easy

follow-up. Executing of marketing plans is the way all firm marketing plans are set to be in detail

and thus lay their focus on the success of the business (Baker, 2014). Achievements are met by

use of all strategies and tactics that are needful in market development.

Evaluation and Control Phase

The third phase is the evaluation or the control phase. The phase focuses on checking

what has been planned since the first phase shows how things were implemented with the

intention of meeting all the marketing goals. However, evaluation and control phase ensure that

all the results obtained have been aligned with the necessary measures set in developing an

achievable market plan (McDonald & Wilson, 2016). This phase require executives and

managers to have distinctive observations and make necessary rectifications on some of the

negativities that may be pointed out. The main aim of the evaluation phase is to do away with all

deviations that fail to align with the set goals of the intended market.

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 7

To have a positive divergence of the intended plans, some factors facilitate the evaluation

and effectiveness of all marketing strategies put in place. Baker (2014) maintained that, the

regarded elements include strategy versus tactic, measurable versus vague, actionable versus

contingent and finally marketing strategy. Strategy versus tactic helps in the scrutinizing the

strategies that have been set in the definition of goals and tactics that give actions which are to be

used in meeting all the set goals (Baker, 2014). The measurable versus the vague gives the

identification after the set goals have been achieved. However, it acts as a measuring plan thus it

becomes easy in verification of the plan intended.

The action versus contingent makes use of the strategic goals that are achievable and thus

offers support to the tactics outlined. It keeps away all the strategies regarded as unproductive.

The marketing strategy gets on the action with the tactics that were identified in the setting of

goals and objectives. It is done to ensure nothing is left behind in the success and development of

a business.

Processes Involved in Marketing

All marketing concepts have to be engaged in a certain order of processes that help in

achieving the intended goals and objectives. Modelling of the marketing is done through a series

of sequential steps that have to be analyzed to come up with opportunities that are of significance

to the business. Following analysis, decisions are made to determine how the implementation of

marketing shall be done. The following sequence of steps is used for the marketing; situation

analysis, marketing strategy, marketing mix decisions, execution and control respectively

(Borland & Lindgreen, 2013).

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Situation Analysis

Situations analysis are found to serve as a basis for accomplishing the customer’s needs.

Also, an organization oughts’ to have a clear understanding of its capability and also the

operating environment (Armstrong et al., 2014). It helps in placing a business on being cautious

to the situations that are to be undertaken since some would end up leading all the plans astray

underway.

Situation analysis uses the past, present and future aspects of the business as well as

about the goals and objectives set. It helps in acquiring market flow in which the business was

ventured into and thus helps in identification whether the business is making progress or losing

(Scarborough, 2016). This fosters the forecasting criteria’s that help in outlining the market

trends. The trends help in bringing up new concepts if the market is not making progress as

intended.

Situation analysis helps in revealing gaps that are said to be in between consumers’ needs

and what is already in the market. Organizations’ executives and immediate managers are able to

come up with alternatives that will resolve the consumer wants and thus make them satisfactory.

Situation analysis uses several concepts termed as frameworks that give guidance in the addition

of value or structure into the situation analysis (Borland & Lindgreen, 2013). The frameworks

include; 5 C analysis, PEST analysis and the SWOT analysis.

The 5 C business operation analysis includes the customers, company, competitors,

collaborators and the climate (Khan, 2014). In the 5 Cs, only the company is categorized as an

internal situation while the others are external situations. The customers help in analyzing what

they need and stimulate the business come up with a solution that will meet their needs. Climate

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 9

helps in the situation analysis since some products are specifically affected by certain

climatically conditions. Additionally, collaborators assist in the situation analysis since they give

support when the need arises and also to some organizations they act as sponsors. Competitor’s

enables the business in formulating a situation analysis by looking at some of the concepts in the

market hence triggering a company to introduce new strategies that will maintain the market

competition.

PEST analysis stresses on political, economic, societal and technological measures that

will be of significance to a firm. The political analysis takes place basing on the actions that are

taking place in the government whether they are favoring the markets or not. Armstrong et al.,

(2014), asserted that economic factors are based on the status quo of the economy, and it

determines the taxation that would be incurred thus helps in situation analysis whether they will

make a firm meet some of the goals. Societal factors are based on community and people on

regarding whether they value the business or recommend existence of business thus helps in

making all executives have an effective situation plan (Armstrong et al., 2014). Technological

factors determine the situational analysis since some markets depend on the technology.

However, change in technical areas affects the marketing process which leads to a situational

analysis that calls the change of plan.

SWOT analysis helps a marketing process due to the identification of strengths,

weaknesses, opportunities and also threats. It helps in the situational analysis since the most

relevant opportunities are utilized and help in market development (Khan, 2014). This helps a

market have an overview of all activities that revolve in it and thus the occurrence of any change

it is easily identified.

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 10

Marketing Strategy

Immediately after the identification of customer needs that have not been attended, it

calls for a strategic market plan that offers opportunities and ways in which all customer needs

can be satisfied. However, market research gives segmental positions offer value to the target

market. It is done via segmentation, targeting, the positioning of products that are within the

market and also the proposition of value in the targeted market (Christopher, Payne &

Ballantyne, 2013).

Segmentation is the process in which there is the division of the market that has potential

consumers and thus be placed in different groups. Segmentation is done with the aim of having a

marketing mix, and this caters for all groups. Marketing mix helps in the blending of the

customer needs and starts resolving with the most crucial (Gummerus, 2013). Resolving the

fundamental issues makes a development step since consumers feel the impact of the change

portrayed. Targeting helps in marketing strategy since the most viable consumers are identified,

and they are provided with their demands. It creates a level of confidence in the delivery of

services since customers receive solutions to their problems within a short time.

The positioning of the product about the target market helps in marketing development

since at this point consumers identify the existence of a product. Firms and executives are able to

market their products by identifying the most target areas in the market (Christopher, Payne &

Ballantyne, 2013). Businesses can succeed and expand within a short period due to high

demands from clients. Also, value proposition helps in marketing since customers get easily

convinced of the value of a certain product (Christopher, Payne & Ballantyne, 2013). Products

value are done through promotions marketing methods where marketers meet clients during

occasions and spread the awareness of a product. In addition, it is done by use of tactical

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 11

advertising strategies that are unique to mark a difference in the competing marketers and the

firm.

Marketing Mix Decisions

They are decisions made by parameters which are controllable. The strategy uses 4Ps in

determination of the marketing mix (McDonald & Wilson, 2016). Marketing mix elements

include product, price, place and promotion respectively. Products that are to be taken to the

market to be determined whether they recommended and whether they are the most preferred.

Taking to the market the most asked products leads to market development since they are highly

purchased thus facilitating the development of a firm.

Pricing strategy gives decisions to both customers and producers since if a product is of

high quality and the price becomes affordable leads to great sales rate. It is usually facilitated by

recommendations made by customers who might have acquired such type of product in the

market (McDonald & Wilson, 2016). As a result, products are projected to quick sales increasing

the sales rate which calls for more production.

The place of distribution of a product determines the marketing strategy. It is analyzed by

the location the product would be acquired from if the place is accessible would lead to quick

sales and an increase in sales would be experienced. Therefore, for quick sales and

recommendations, the location of the product should be accessible to give more room for more

customers. It plays a positive impact on the business of the place of distribution is favorable to

all clients.

Promotion of a product increases the awareness of the existence of a certain product. This

is done by the change of advertising tactics and also the modification of the brands that have

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 12

been on use for a while (McDonald & Wilson, 2016). It creates a new image for the product

leading to more customers than before. Therefore,this promotes the market development by

increasing the number of clients who make orders or those who purchase various products from

the firm.

Implementation and Control

This is the environment that takes control of all plans that have been put in place. It is

done to have a supervision whether the business strategies and policies are functional and

productive. The business environment is closely monitored in order to identify strategies that are

unproductive. However, it monitors all the ongoing activities with the intention of ensuring the

customer’s issues have been resolved completely, and this leads to the success of a company

(Baker, 2014). With implementation and control, all the goals and objectives of a business are

followed distinctively.

Trends in Marketing and Marketing processes

In achieving all the set goals and objectives of a market, all marketers must have several

trends that facilitate the development of any marketing plan. Some of the trends to be used are

thinking holistically, creative mind of winning solution, developed integrated marketing

programs, have a relationship with different constituents and also doing the recommended things

in the company (Khan, 2014).

In thinking holistically marketers and executives have to understand their whole process

as well as their marketing system. Following this, marketers are well informed on what every

process entails and projected solution on any problem. Creative mind with a win-win solution

offers marketers and executives the confidence in overcoming any challenge and also

DEVELOPMENT OF MARKETING AND MARKETING PROCESSES 13

overcoming their opponents whom in this case are the competitors (Scarborough, 2016). Use of

an integrated marketing program helps in monitoring the marketing trend by use of graphs that

indicate whether the business is making profits or losses. Therefore, this would help in putting

more effort in situations that need resolutions.

A good relationship with the constituents helps in giving of solutions and also ideas.

Moreover, it creates the partnership that helps in the development of a project that may have

been started by one company. McDonald & Wilson (2016) asserted that companies that have a

good relationship are mostly recommended for the best reputation. It helps organizations do

many things together thus impacting a company positively. Also, conducting legit operations in

the company ensures that all activities are flowing as expected, as well as facilitating in meeting

set goals and objectives. Doing the right things in the company includes all steps from the start of

the business to the current situation where it should be made as a routine (McDonald & Wilson,

2016). Moreover, doing the right thing should not be discriminative thus be implemented by all

individuals in a company.

Conclusion

Development of a market starts with all the steps and measures put in place during the

planning of a company. However, all the set goals and objectives should be followed

distinctively to ensure they are met. Achieving all goals and objectives leads to the development

of the market. Also, marketers and company executives should always take into consideration all

measures that lead to the success of a business. Market strategies and processes should be put as

a cycle to ensure none of the processes is skipped. It will finally lead to developments in the

markets, and all goals and objectives will have been met.

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References

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Australia.

Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher

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Borland, H., & Lindgreen, A. (2013). Sustainability, epistemology, ecocentric business, and

marketing strategy: Ideology, reality, and vision. Journal of Business Ethics, 117(1), 173-

187.

Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.

Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Routledge.

Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory:

strangers or siblings?. Marketing Theory, 13(1), 19-46.

Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review

paper). International journal of information, business and management, 6(2), 95.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from

them. John Wiley & Sons.

Mintu-Wimsatt, A. T., & Winston, W. (2013). Environmental marketing: strategies, practice,

theory, and research. Routledge.

Scarborough, N. M. (2016). Essentials of entrepreneurship and small business management.

Pearson.

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