Marketing concept
Information and measures in the company are described in a structured manner in a marketing concept . It can be divided into six phases, must be constantly monitored and, where necessary, adjusted.
The marketing concept includes the situation analysis , marketing objectives, marketing strategy , the marketing budget , marketing measures and marketing controlling .
Structure of the marketing concept
Situation analysis
The current situation of the company, its environment and future developments are analyzed and recorded, for this purpose market research is carried out. The analysis can be divided into macro and micro analysis. In the macro analysis, the external situation such as the environment , law, etc. is considered. In microanalysis, on the other hand, the company itself with its product and market conditions are the focus of interest. At the end of the analysis, the strengths and weaknesses of the company and its opportunities and threats are documented in a SWOT analysis .
Marketing goals
Based on the conclusion of the situation analysis and business goals, quantitative and qualitative goals are derived. The quantitative ones are primarily economic goals such as sales, turnover, price (level) and market share. The qualitative ones are the market psychological goals such as awareness, customer satisfaction, customer loyalty and brand image. These goals are medium to long term, as they are on the strategic marketing level. ( see also pre-economic goals )
Marketing strategy
In this phase it is determined how the agreed goals are to be achieved. This includes which markets and target groups are processed and how and which resources are made available. They mark the imperatives set in the marketing area, which should be achieved through the use of sales policy instruments.
Marketing measures
This section defines the operational measures and means with which the strategy and objectives are to be implemented. Various measures are necessary for the individual elements of the environment. The compilation and derivation of the measures is called the marketing mix . It consists of the four instruments Product Policy (Engl. Product), distribution policy (Engl. Place for location), pricing / Kontrahierungspolitik (Engl. Price) and Communication Policy (Engl. Promotion advertising) together. These are called the 4 Ps according to the English terms .
Marketing budget
In order to achieve the defined goals, you need a budget. At least 10 percent of the budget should be planned as a reserve.
Marketing controlling
Controlling is an information and management concept for the entire company. It has to provide management with decision-making and management aids for the result-oriented planning, management and control of the company. All areas of the company and all levels of the company are recorded by controlling. However, one of the main areas of activity for controlling is marketing. Marketing controlling tasks are divided into strategic and operational tasks.
Individual evidence
- ↑ Marketing goals . In: Marketing (= BA Compact ). Physica-Verlag HD, 2007, ISBN 978-3-7908-1941-0 , p. 37-40 , doi : 10.1007 / 978-3-7908-1942-7_3 ( springer.com [accessed June 24, 2016]).