Marketing Operations
Marketing operations involve the planning, execution, and optimization of marketing activities to achieve business goals. It encompasses processes, technology, and data analysis to streamline marketing efforts, improve efficiency, and drive better results. Marketing operations teams focus on managing resources, implementing best practices, and leveraging technology to support the overall marketing strategy.
4 Key excerpts on "Marketing Operations"
eBook - ePubMarketing Management
Text and Cases
- Robert E Stevens, David L Loudon, Bruce Wrenn(Authors)
- 2012(Publication Date)
- Routledge(Publisher)
...Chapter 6 Marketing Planning: Operational Perspectives In Chapter 5 we learned that marketing managers must first adopt a strategic perspective for marketing planning, then translate that perspective into an operational marketing plan. In this chapter we learn how to do planning at the operational level (see Figure 6.1). Figure 6.1. The Effective Marketing Management Process The strategic planning process described in Chapter 5 concentrated on corporate-level and strategic-business-unit planning. These two levels of planning precede development of the strategic marketing plan and the annual operating marketing plan. The strategic marketing plan contains the overall strategic approaches to marketing within a business unit. The annual plan spells out the details of what is to be done on a day-to-day, week-to-week, and month-to-month basis to translate the strategic marketing plan into specific actions, responsibilities, and time schedules. Strategic marketing plans are derived from corporate strategic plans. Although they are more detailed and cover only the marketing function, strategic marketing planning involves steps similar to strategic planning at the corporate level. The steps usually include a detailed analysis of a company’s situation, setting specific objectives, developing strategy, implementing strategy, and evaluating and controlling strategy. The operating marketing plan is a detailed tactical statement explaining what must be done, when, and how. In other words, the strategic marketing plan deals with what is to be accomplished in the long run, while the operating marketing plan deals with what is to be done in a given time period, usually a year. The operating marketing plan focuses on the tactical decisions needed to carry out the strategic marketing plan. The time frame for the operating marketing plan is usually a year and normally coincides with an organization’s fiscal year...
- Bonita M. Kolb(Author)
- 2016(Publication Date)
- Routledge(Publisher)
...Marketing then uses the components, product, price, distribution, and promotion, to fulfill both the mission of the organization and the needs of the customer. The process of writing a marketing plan will force the organization to answer difficult questions. An organization may have many ideas for future action, but as resources are limited, the plan will force the organization to make choices. Goals, objectives, and tactics that provide a roadmap of how to achieve these choices and how success can be measured will then be developed. The relationship between strategic planning and marketing New definitions for strategy and marketing The world is much less static than in the past resulting in a new definition of strategy. Because consumers’ wants and needs constantly change as they access the continual stream of online information, the strategic planning process must be dynamic with constant revision as the plan is being implemented. As each action takes place, consumer feedback is assessed to see if changes must be made before the next step is taken. Strategy old definition : “Create unique and sustainable value by differentiating goods and services.” Strategy new definition : “Find unique, valuable, and sustainable ways of linking together a firm’s knowledge and skills with customers that will benefit from them.” How consumers use products has also changed. In the past, a company would provide instructions on product use and expect them to be followed. Now the consumer decides how to use the product and then shares this knowledge online with others...
eBook - ePubMarketing and Logistics Led Organizations
Creating and Operating Customer Focused Supply Networks
- Robert Mason, Barry Evans(Authors)
- 2017(Publication Date)
- Kogan Page(Publisher)
...So the promise in the advertising, the messages around the brand, the way the corporate website is set up and interfaced with, and the manner in which one-to-one contacts are conducted (in the store, at the delivery point, in the customer service department, by the call centre and so on and so on) all build up, or knock down, the overall impression the customer has about the supplying organization. They must all be managed in an integrative manner in keeping with how the organization wishes to be perceived by the customers and markets it serves. So the fundamental key to help organizations move marketing and logistical operations from being out of line to being in harmony is not to define them as departmental concerns at all, but as the concern of the whole enterprise, of everyone across the entire organization. This way of thinking has moved from being a tactical goal to a strategic imperative. This means that what is required is the ability to understand the market, to sense the requirements of the market and also to translate this sensing into operational action through effective process delivery to provide winning customer value in the eyes of the target market. Doing this time after time in whatever the channel the customer chooses to interface with marks out the more competent organizations at both the strategic and operational levels. Market requirements must, therefore, feed into operational strategy in a pervasive way from both a top-down as well as a bottom-up direction. For example, a broad understanding of a market sector could inform the full organizational strategy and consequent operational strategy – a top-down approach, and/or day-to-day experience learnt from the operational interface with the market could feed into new ways of operating which feed up to inform operational and ultimately full organizational strategy...
eBook - ePubMarketing Plans for Services
A Complete Guide
- Malcolm McDonald, Pennie Frow, Adrian Payne(Authors)
- 2011(Publication Date)
- Wiley(Publisher)
...So the focus on information exchange is closely linked to the often physical issues of distribution. However, considering the two separately can result in solutions, such as Internet banking or Internet shopping for CDs (which can be sampled online, but won’t need to be ‘felt’ physically). Choosing the right medium for the right purpose, then, is not a trivial task. There is increasing recognition that this issue needs to be considered afresh, rather than simply following the traditional practice in a given industry. But although writings on IMC explain the problem, there is little practical help for organizations on how to solve it. A related problem is the changing nature of the sales process, which we will turn to now. Marketing Operations and the New Sales Process Once an overall marketing plan has been drawn up, including a plan for promotions, the plan must be implemented. This is the role of Marketing Operations – the delivery of value to the customer which was specified in the planning process. However, during the course of a year, plenty of finer-grained communications decisions need to be taken. To illustrate, we will look again, in Figure 9.3, at the map of the Marketing Operations process that we introduced in Chapter 1. In terms of Marketing Operations, we are physically concerned with the ‘deliver value’ component within this figure. In Figure 9.4 we provide a detailed map of Marketing Operations for the ‘deliver value’ process. Figure 9.3 Map of the marketing domain Figure 9.4 Delivering value – a map of Marketing Operations In Chapter 1 we gave a very full and detailed explanation of the ‘deliver value’ process in the marketing map. It involved a new way of describing the communications process and a definite move away from the now out-of-date theories which assume that the consumer is a passive being, to be analysed and communicated with...
