โดย ดร.นิเวศน์ ธรรมะ, 2552, สรุปภาพรวมการจัดการการตลาด, "การจัดการการตลาด" มหาวิทยาลัยรามคำแหง
By Dr.Niwet Thamma, Marketing Management in Conclusion, Marketing Management, 10 May,2009
1. SWOT
a. Internal Factors
i. Market share, Sales growth, Profitability
ii. STP : Potential for increased profit, Difference of needs, reach a segment cost to segment, Similarity of needs
iii. Product : Brand name, Brand Image, Product line, Branding, Product verity, Global brand, Product Extension, Product Adaptation, Product Invention,
iv. Price : Low cost leadership, Pricing Strategy
v. Place : Experience, Specialist, Training, Distribution Strategy, Coverage
vi. Promotion : Social Event Marketing,
vii. Shareholder : Experience
viii. R&D, Production, Finance, Management
b. External Factors
i. Customer
1. Discover Customer needs, GEN M, Y, X , B and Racial and ethnic Diversity, Global Consumer
ii. Industry’s Competitor : Slice or heavy , Potential, Alternative form of Competition, Competitive position
iii. New Entrances : Number of new entry, Barrier to entry, Local or Global competition, Competitive position
iv. Supplier :
v. Substitution Goods
vi. Dynamic of World Trade, Tariff, Market growth
vii. Political : Regulatory Forces
viii. Economic : GDP, Consumer Index, Consumer Income, Expected Growth,
ix. Social & Cultural : Social Moving, Mix Culture, Population shifts, Cultural Diversify
x. Technology : Rapid change, Customer Value, Electronic business
xi. Geography
xii. Stakeholder
2. STP : Geographic, Demographic, Benefit Sought, Usage patronage, Psychographic, Market size, Compatibility with the Organization ‘s Objective and Resources , Perceptual Mapping
3. Marketing Objective : Product life Cycle : PLC
4. Marketing Strategy (4Ps)
a. Product & Service Strategy
i. Experience of success or fail of new product management
ii. Product Variation
iii. Product Line and Product Mix
iv. Product development
b. Pricing Strategy
i. Demand oriented approaches
ii. Cost oriented approaches
iii. Profit oriented approaches
iv. Competition oriented approaches
c. Place Strategy
i. Channel of Distribution
ii. Physical of Distribution
iii. Intensive distribution
iv. Exclusive distribution
v. Selective Distribution
vi. Vertical Conflict
vii. Horizontal Conflict
viii. Logistic and Supply chain management
ix. Wheel of retailing
d. Integrated Marketing Communication : IMC
i. Promotion element: Advertising, Sales promotion, Personal selling, Public relation, Direct marketing
ii. Pull & Push Strategy
iii. Executing and Evaluating
iv. Interactive Marketspace
5. Customer Relationship Management : CRM
6. Corporate Social Responsibility : CSR
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