Operational Marketing

Operational Marketing: a proces approach

Operational Marketing: a proces approach describes marketing as a process, a series of interrelated events comparable to the assembly line process in a factory. To guide this process effectively (design, manage and improve it), it must be measurable. This requires incorporating “meters” into the process design. The measurement results are then used to improve the efficiency of the entire process. This optimization process is described on the basis of seven steps. Both the theoretical and practical aspects are integrated into the assignments. There are a total of 30 such assignments in the book. Completing the assignments in the order given enables the student to lay the foundation for an effective market approach plan.

The 7 steps contained in Operational Marketing are as follows:

  • Goals. The goals form the basis of the methodology. From a marketing point of view, there are really only three relevant goals, namely, your future goals as they pertain to your former clients, your existing clients and your new clients.
  • Constraints. Once you have formulated your goals, you then examine the constraints to achieving your goals. From a marketing point of view, there are only a limited number of relevant constraints, including available budget, capacity, knowledge, product or service, price, and distribution.
  • Knowledge & ICT Systems. As with the previous steps, this step entails drawing up a list, this time of currently available and desired knowledge on clients.
  • Research & Analysis. You then draw up a list of analyses and studies currently carried out within your company. Based on your desired knowledge of clients, you can create a detailed inventory of desired analyses, reports, studies and selections.
  • Campaigns and Planning. The next step is to make a detailed list of all current marketing campaigns and a limited list of all desired marketing campaigns based on the desired analyses and reports.
  • Communication and Sales Channels. This is followed by drawing up a detailed list of all conceivable communication and sales channels for reaching clients. This list is then compared to the channels currently in use.
  • Responses/Behavior. Finally, you draw up a list of all possible types of client responses, which you then compare to your current responses.
  • This proces approach plan teaches companies how to successfully organize their market approach by equating it to a factory process. Approaching one’s market approach in this way makes it possible to organize it as such. The goal is to arrive at a systematic approach that entails carrying out the same actions and processes repeatedly. By going through the 7 steps in a cyclical fashion, the organization can always achieve the desired outcome. A unique combination of theory, practice and numerous assignments challenges commercial employees to take a closer, more critical look at their market approach.

  • What are effective market approach goals for my company?
  • What can I influence and what not? (Evidence Based Marketing)
  • What knowledge do I have, or would like to have, about clients?
  • What do I base my decisions on? What are relevant studies and analyses that I could carry out in order to improve my market approach?
  • How do I translate this information into concrete commercial actions?
  • Given these actions, which sales and communication channels can I use for each of the client groups?
  • What kinds of responses can I expect and what kinds of new client processes are set into motion?
  • "Most people within organizations are involved with clients in one way or another, either directly or indirectly. But do these companies organize their commercial process as optimally as possible? It is time to look at marketing from a different perspective! “Organizing commercial activities as a factory process!"


    Operationele marketing; the 7 steps approach


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