This document discusses the marketing planning process and introduces the BEAM concept in Marketing Management. It explains the components of the marketing planning process and outlines the marketing context for the new concept. It also highlights the importance of adopting a marketing orientation and its application to the business. The document further provides an environmental audit (PESTEL) for the BEAM concept and discusses the segmentation, targeting, and positioning strategies for B2B and B2C markets. Additionally, it outlines the extended marketing mix 7Ps and analyzes the marketing mix for the new concept. The document concludes with a discussion on the meaning of positioning and how the BEAM concept can be positioned in the consumer or business market.
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