Actually, marketing roles are more like arts. There are not exactly directions. All of marketing elements are change as soon as the environment changing. The environment changing is influenced by government, competitor, technology, or other company stakes holder. The change impacts to the market trends. Marketing staffs face dynamic target and struggle competitor. Marketer must be flexible. That is not meant that they don’t responsible to the annual plan. It meant that the plan must be lithely designed. Marketing plan must be still powerful when it is modified.
The condition pushes all marketing staffs to be more watchful. There is not alert will the environment is changing. Competitors try to know the changing first, so they can response earlier. This indicates us that research is very important. For new product in the new market, researches did in the long time while product was designed. For the existing product, researches are developed as long as the product still alive in the market.
Objectives may be the only one thing that tightly stated. The objectives are the statement what any division must achieve in the end of evaluation period. The evaluation period is usually divided to any shorter periods. Strategic level’s objectives have to be reached in the middle period. The first sub levels are targeted shorter. It may be annually. Flexibility is shown how far marketing manager concerns about quarterly to semester evaluation. Each product category has unique evaluation control because each of them faces different environment and competition.
The objectives and targets will be loaded to each marketing programs. There are differences programs for goods category and service category. The most known are about P’s. Goods have 4 P’s, while services have 7 P’s. The essential difference is that services have more personally contact to customers. That is the reason why services have one P that is described as People. Two systematic models are illustrated on the graphics below.
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