Market mapping
The market mapping process is designed to ensure capture of all the players and decision makers within a market. It is a vital first step in the marketing planning process. Find out more about market mapping.
Marketing planning overview
The Marketing Process Company has developed a wide range of marketing consultancy offers and strategic planning tools to aid practitioners in the strategic planning field to develop marketing plans & strategies. Typically the process is designed to deliver real customer insight and improve profitability. The marketing planning process is broadly broken down into three stages, market mapping, market segmentation and marketing strategy & planning development. Each stage builds on the previous package of work. These individual phases may be undertaken as separate projects, but are usually combined under the EXMAR strategic marketing planning process, as detailed in the EXMAR proposal project plan.
Market segmentation
Correct market segmentation is crucial to a successful outcome for the strategic marketing planning process. The Marketing Process Company's approach to segmentation focuses on customer needs and behaviour in the marketplace. The company has developed a powerful software tool, Market Segment Master, to generate market segments, and has a fully documented approach to market segmentation. Find out more about market segmentation and Market Segment Master software.
Marketing planning and strategy
The Marketing Process Company has developed the EXMAR strategic marketing planning process to deliver comprehensive strategic marketing plans. The EXMAR software itself was developed in conjunction with Professor Malcolm McDonald of Cranfield School of Management, and is a powerful software tool that does the 'number crunching' and outputs the plans. Find out more about the marketing planning process and EXMAR software.
For DIY use the company has also developed the Marketing Portfolio Planner, a software tool that outputs Professor Malcolm McDonald's Directional Policy Matrix, itself a development of the GE matrix.
Supporting Texts
Marketing Plans - How to prepare them, how to use them (5th Edition) |
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April 2002. McDonald. ISBN: 0750656255 |
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Market Segmentation - How to do it - How to profit from it (2nd Ed) |
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June 1998. McDonald, Dunbar. ISBN: 0333733703 |
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