Principles of Marketing

Quarter 2 – Module 5:
Managing Marketing: Analysis,
Planning, Implementation
and Control
 What I Know
In addition to being good in marketing, companies also need to pay attention
to management. Managing the marketing process requires the four marketing
management functions.

Below is a design road map. Place the required marketing management function into proper
places including significant terms. Word pool is provided as a guide to create managing
marketing design map. Word pool

Control Strength Analysis Planning

Threat Carry out the plan Weakness

Measure results Opportunity Implementation

Evaluate results Develop marketing plan

1 Take corrective action Develop strategic plan

2__________
3__________
4__________
5__________

7__________
8__________

10_________

11

12_________
13_________
14_________
______

√
 Lesson Managing Marketing:
5 Analysis, Planning,
Implementation and Control

Analysis

Planning Implementation Control

Develop strategic Carry out the Measure Results

plans plans

Evaluate Results

Develop marketing
plans Take corrective
action

Managing the marketing process requires the four marketing management functions
--analysis, planning, implementation, and control. The company first develops
company-wide strategic plans and then translates them into marketing and
other plans for each division, product, and brand. Through implementation, the
company turns the plans into action. Control consists of measuring and evaluating
the results of marketing activities and taking corrective action where needed. Finally,
marketing analysis provides information and evaluation needed for all the other
marketing activities."(Kotler & Armstrong, 2012: p.53)
 Marketing Analysis

Managing the marketing function begins with a complete analysis of the

company's situation in the marketing environment. Marketing analysis offers
accurate and complete information to each other marketing management
functions: planning, implementation, and control.

Internal Analysis of Strengths and Weaknesses

An internal analysis is a thorough review of the strengths and weaknesses within

an organization, usually by evaluating the company's culture and image,
organizational structure, staff, operational efficiency and capacity, brand
awareness and financial resources. Strengths are positive attributes, which can be
tangible or intangible, and are within the control of the organization. Weaknesses
are factors that may hinder the achievement of desired goals.

External Analysis of Opportunities and Threats

Opportunities and threats are measured as part of an external analysis. Both can
occur when things happen in the external environment that may require a change
within the business. These external factors may include market trends, supplier or
partner changes, customer flows, increasing competition, new technology, and
economic upturns or downturns.

Opportunities present themselves as attractive factors that can propel or positively

influence the company in some way. Threats are external factors that could place
the organization's goals at risk. These often are classified by their level of severity
and probability of occurrence.
 Marketing Planning
Marketing planning involves choosing marketing strategies that will help the
company attain its overall strategic objectives. A detailed marketing plan is
needed for each business unit, product, and brand. The authors introduce what
a marketing plan look like and contents of a marketing plan.

Marketing Implementation
Marketing implementation is the process that turns marketing plans into
marketing actions to accomplish strategic marketing objectives. Whereas
marketing planning addresses the what and why of marketing activities,
implementation addresses the who, where, when, and how." (Kotler & Armstrong,
2012: p.54)

Marketing Control

Because many unexpected "surprises may occur during the implementation of

marketing plans, marketers must practice constant marketing control--
measuring and evaluating the results of marketing strategies and plans and
taking corrective action to ensure that the objectives are achieved."(Kotler &
Armstrong, 2012: p.56)
 What’s In

Directions: Read and analyze the marketing process

description below. Arrange by writing letters from a-d
accordingly.

a. turns b. choosing marketing

marketing plans into strategies
marketing actions

1.____ 3.____

2. ____
4.____

c. measuring and d. scanning the

evaluating results environment

´Logical connections of the marketing management functions is a

pillar to assert actuality of business’ strategic objectives.”

(Dizon C., 2020)

What’s New
 What is It

A marketing audit is A marketing audit

What a marketing an incredibly useful provides
audit is… tool that marketers management with an
can use in order to in-depth look at the
A marketing audit is
fully understand the marking operations
a comprehensive,
current marketing of the business,
systematic analysis
ecosystem at their which enables them
of the business
disposal, formulate a to evaluate the
marketing
distinct marketing performance,
environment of an
strategy, and solve budget, and
organization, both
any underlying resources available
internal and
issues that may be to the department as
external. It covers
revealed through the a whole.
the organization’s
audit process.
goals, objectives,
strategies, and
principles in order to
identify any
problems or areas of
opportunity and
Ultimately, a marketing audit
enables decision makers within
an organization to make major
A well-conducted marketing
decisions based on facts,
audit will highlight any areas
analysis, and data that will
that are performing well, as
support the overarching goals
well as those that are not up
of the business.
to par.
Directions: Tick (/) the column on which the statement about marketing audit
belongs appropriately.

MARKETING AUDIT CORRECT INCORRECT

1. It helps to understand current

marketing ecosystem

2. It helps formulate a district

marketing objective.

3. Provides an in-depth analysis of

business operations.

4. Helps organizations to make major

decisions based on facts.

5. It analyzes internal marketing

environment.

6. Evaluate budget performances.

7. Covers the organization’s goal,

objectives, strategies and
principles.

8. Good for highlighting areas that

are performing well.

9. A systematic analysis of marketing

business marketing environment.

10. Reveals marketing issues.

 What’s More

Word Hunt. Find 10 managing marketing key terms that are hidden in
the grid. The words may either be positioned vertically, horizontally or
diagonally.

I A B C D E G F H E K

M A R K E T I N G L
M

A A U D I T D E F S
P

A N R B T A E R H T
L

G A B K D F G H L R
E

A L W E E O N T H E
M

B Y C O N T R O L N
E

C S H J K L I N M G
N

D I A B C D E N L T
T

E S N M G H I L G H
A

F Q W E R T Y U I O
T

P L A N N I N G U P
I

P P O R T U N I T Y
O

W E A K N E S S Q R
N
 What I Have Learned

M1Fill in the blanks to complete the conceptual information on managing

Direction:
marketing.

Managing the marketing process requires the four marketing management functions
--analysis, planning, implementation, and control. The company first develops
company-wide strategic plans and then translates them into 1. _____________________
and other plans for each division, product, and brand.
Through 2.____________________, the company turns the plans into 3.
__________________. Control consists of 4. ____________________and evaluating the
results of marketing activities and taking 5. ___________________ where needed.

6.__________________ provides information and evaluation needed for all the other
marketing activities.

7. _________________ is a thorough review of the strengths and weaknesses within an

organization, usually by evaluating the company's culture and image, organizational
structure, staff, operational efficiency and capacity, brand awareness and financial
resources. Opportunities and threats are measured as part of an
8.______________________. These external factors may include market trends,
supplier or partner changes, customer flows, increasing competition, new
technology, and economic upturns or downturns.

9. ______________________ enables decision makers within an organization to make

major decisions based on 10. ______________________, and data that will support the
overarching goals of the business.
What I Can Do

Matching type. Match column A to column B.

1. Strategic planning technique

2. Internal capabilities
3. Lay out an action program
4. Measuring and evaluating
results
5. Turns marketing plans into
marketing actions

6. Internal limitations
7. Systematic analysis of
marketing environment
8. Favorable external factors
9. Unfavorable external factors
10. Complete analysis of the
company’s situation
 Assessment
Directions: Read each statement carefully. Tick (/) the column
where managing marketing term is being described.

MANAGING
MARKETING ANALYSIS PLANNING IMPLEMENTATION CONTROL

1. Offers
accurate
information to
each other
functions

2. Taking
corrective
actions

3. Do things right

4. Addresses
what and why

5. Addresses
who, where
when and how

6. Involves
choosing
marketing
strategies

7. Monitor
progress

8. Explains how
each strategy
responds to
situations

9. Measure
results

10. Includes SWOT

 Additional Activities

Directions: Identify managing marketing terms best described below.

a. Analysis
b. Planning
c. Implementation
d. Control
e. Audit