c

c Marketing Process
g
 
  
ñc ntroductionc
Markets and marketing are becoming ever more international in their

nature and managers around the world ignore this fact at their peril. To

achieve sustainable growth in markets that are becoming increasingly global,

or merely to survive in domestic markets that are increasingly attacked by

international players, it is essential that organizations understand the

complexity and diversity of international marketing and that their managers

develop the skills, aptitudes and knowledge necessary to complete effectively

around the globe.

c Marketingc
J
c¦
 Bearden (2004) is an organizational function and a set of

processes for creating, communicating, and delivering value to

customers and for managing customer relationships in ways that

benefit the organization and its stakeholdersc

ñc Analyzing the Marketing Environment c

The first step in marketing planning is to conduct a comprehensive
analysis of the marketing environment.c
ñc ¦esign a Customer ¦riven Marketing Strategy c
Once it fully understands consumers and the marketplace
c
 c
ñc Marketing Planning c
This means understanding the organization·s current strengths and
weaknesses by assessing factors that might help or hinder the
development and marketing of products. c
ñc Marketing Controlc
Because many surprises occur during the implementation of
marketing plans, the marketing department must practice constant
marketing control. Marketing control involves evaluating corrective
action to ensure that objectives are attained.c
ñc Advertising c
There are numerous advertising decisions in international marketing.
The availability of media, access to consumers, choice of advertising
agencies, and the design of messages are just a few examplesc
c
c
c
c

Muhammad R.Majeed
200710557
c