The marketing concept can be divided in five phases. Therein information and measures in the enterprise are structured described. The marketing concept must constantly supervised, and where necessary, are adapted.

The marketing concept contains the situation analysis, the marketing goals, the Marketingstrategie, the marketing measures and marketing Controlling.

Structure of the marketing concept

Situation analysis

The current situation of the enterprise, whose surrounding field and future developments become analyzed and held, but market study operated. At the conclusion of the analysis the strengths and the weaknesses of the enterprise and its chances and dangers in an SWOT analysis are documented.

Marketing goals

Based on the result of the situation analysis and the business goals quantitative and qualitative goals are derived. These goals are central until long-term, since we move on the strategic marketing level.

Marketingstrategie

In this phase one specifies, how the agreed upon goals are to be achieved. This contains, which markets are worked on as and which means are made available.

Marketing measures

In this section the operational measures and means are defined, with which the strategy and the goals are to be converted. On the individual elements of the surrounding field different measures become necessary. An arranging and a deriving of the measures calls one marketing-mix.

Marketing Controlling

The Controlling is the controlling marketing. It is a continuous task.

Articles in category "Marketing concept"

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