Marketing management & information (MR, unit 1)

Managers need to do analyse, plan, implement and control (APIC):

• Analysis – full company analysis (markets and marketing environment) & SWOT feeds PIC
• Planning – strategic planning decides what to do with each business unit. Decide which marketing strategies will meet overall strategic objectives.
• Implementation – people at all levels of system must work together
• Control - measure ongoing market performance, determine causes of serious gaps and take corrective action

The organisation’s marketing information requirements:

Question	Examples of info required	Sources of info
Where are we now? (strategic, financial & marketing analysis)	- current sales & market share by product/market - cust. attitudes & behaviours - corp. & compt. image - competitor’s market share, their S&W	- accounting system - customer database - market analysis/surveys customer surveys - int/ext analysis - competitor analysis
Where do we want to be? (strategic direction & strategy formulation)	- market forecasts by segment - environmental changes - growth capabilities and O&T - competitor response - new product/market potentials	- industry forecasts & surveys - PESTEL analysis - competitor research - market research
How might we get there? (strategic choice & evaluation)	- marketing mix evaluation - buying behaviour - new product development - risk evaluation - alternative strategic options	- int/ext audits - customer research - concept testing/test marketing - feasibility studies, competitor response modelling, focus groups
How can we ensure survival? (strategic implementation & control)	- budgets - performance evaluation	- internal accounting, production & HR systems - marketing information systems - marketing audit - benchmarking - external financial audit