1. Marketing
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.”

2. Marketing Orientated Listen & understand Put customer first
Target…focus
Plan change and innovation

3. Product & Service Positioning
Marketing Process
Sustaining Value
Creating
Value
IdentifyingValue
Marketing Analysis
Company
Customer
Context
Competition
Collaboration
Market Segmentation
Target
Market Selection
Product & Service Positioning
Product/Service
Place
Promotion
Price
Marketing Mix – The 4 P’s
Customer Acquisition
Customer Retention
Profit or Other Result

4. Marketing Planning Input Objectives Operations Control Monitoring
Programmes
Monitoring
Marketing Objectives
Marketing Strategies
Assumptions
SWOT Analysis
Marketing Audit
Input
Objectives
Operations
Control

5. Marketing Audit
External
Internal

6. Product/Service Leadership
Good Strategies
More efficient,
less cost,
quicker
Strong relationships, thorough knowledge, solution-based
Operational
Excellence
Customer Intimacy
Product/Service Leadership
State-of-the-art,
creative,
risk taking