4 or 5 Steps Marketing Process

Q.
Different authors advocate 4 or 5 steps in a Marketing Process. Why is it so?

A.

 

 

 

In the most simple format:

1. Analysis - Strategy - Marketing Mix - Control (4 steps)

2. Objective & Mission - Analysis of Market - Marketing Strategies - Marketing Mix - Control (5 Steps)

The difference is the first part - Objective and Mission Statement.

Some formats omitted this part because the focus is on 'Marketing' not 'Formation' of a company. There might be various reasons as to why a company or business is formed. The marketing purpose is to position the business and not to change the mission statement. Hence, some formats leave this out.

For example, the Mission of the business is 'Low cost living'. The marketing process is to work out a marketing strategy and marketing mix to implement this 'mission', not to change this mission.

On the other hand, there are some 5 steps which put a subset of objective or mission within the Marketing Strategic process, for example:

3. Analysis - Market Strategy - Marketing Objective - Marketing Mix - Control (5 steps). This is from the last diagram above (No.6 in the diagram); or

4. Analysis - Objective - Strategy - Marketing Mix - Control (5 steps). This is putting objective ahead of strategy.

In some instances, where implementation is the emphasis of the marketer, the 5 steps can be a split of the 'Control' stage:

5. Analysis - Strategy - Marketing Mix - Implementation - Control (5 steps).

Therefore, the marketing plan should be in the final stage of planning, before implementation and control.

6. Analysis - Strategy - Marketing Mix - (Marketing Plan) - Implementation & Control.

Ref:
Own account.
Various searches on 'Marketing Process 4 steps or 5 steps)