Managing the Marketing Effort

The company needs to design and put into action the marketing mix that will best gain its objectives in the target markets. It involves four marketing management functions. Four functions are: planning, analysis, control, and implementation

a.   Marketing Analysis:

Marketing analysis involves a total analysis of company's situation. The company performs analysis by recognizes environmental opportunities and threats. By analyzing company weaknesses and strength control to determine which opportunities the company may best pursue. Feeding information and other inputs to each of the other marketing management functions.

 b.    Marketing Planning:

Within each business unit, functional plans have to be prepared, by including marketing plans. Such plans include marketing plans that are aggregate plans consisting of plans for product lines, markets and brands.

Marketing planning involves deciding on marketing strategy that will support the company to gain its overall strategic objectives. A detailed plan is required for each product, business or brand. A product or brand plan should contain the following   sections: current marketing situation, executive summary, threats and opportunity analysis, issues and objectives, marketing strategies, budgets, action programs, and controls.