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the three essential phases of the marketing process

The Three Essential Phases of the Marketing Process

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The marketing process is the set of steps that a company takes in order to bring a product or service to market. It can be divided into three distinct phases: 1) market research and planning, 2) marketing execution, and 3) post-market analysis.

1) Market Research and Planning: This phase of the marketing process is all about understanding the needs and wants of your target market, as well as identifying your competition. It’s important to have a clear understanding of both before you can develop effective marketing strategies. This phase also includes creating a marketing plan which will be your roadmap for executing your marketing strategies.

2) Marketing Execution: This phase is all about putting your plan into action and executing your strategies. This will involve developing creative campaigns, implementing various promotion activities, and making sure that everything is running smoothly.

3) Post-Market Analysis: Once you’ve launched your product or service, it’s important to monitor its performance in the market and make any necessary adjustments. This final stage of the marketing process will help you determine whether or not your efforts were successful and identify any areas for improvement moving forward.

Top of Mind Awareness (TOMA)

Top of mind awareness is the marketing process of making a brand’s name so well known to consumers that it is the first or only name that comes to mind when thinking about a product or service in a particular category.

The three phases of the marketing process are: 1) Top of Mind Awareness (TOMA); 2) Brand Recognition and Preference; and 3) Purchase Intent. Each phase has its own objectives, strategies, and tools.

1. Top of Mind Awareness (TOMA): The objective of this phase is to make a brand’s name so well known to consumers that it is the first or only name that comes to mind when thinking about a product or service in a particular category. The strategy is called “top-of-mind” advertising and involves using various media channels (television, radio, print, online, etc.) to constantly remind consumers of the brand. The goal is for the brand to become “top-of-mind” so that when consumers are ready to purchase, they will think of the brand first.

2. Brand Recognition and Preference: The objective of this phase is twofold: 1) To increase recognition of the brand so that it stands out from competing brands; and 2) To increase preference for the brand so that consumers choose it over competing brands. This phase relies heavily on branding strategies such as using a distinctive logo, slogan, and package design; as well as on advertising campaigns that focus on creating an emotional connection with consumers.

3. Purchase Intent: The objective of this final phase is simple – to get consumers to actually purchase the product or service! To do this, marketers use various techniques such as special offers, coupons, free trials, etc., which are designed to motivate people to buy now rather than later.

Point of Purchase (PoP)

There are many different touchpoints that can influence a customer’s decision to make a purchase, and these will vary depending on the product or service being sold. For example, if you’re selling a physical product like clothes or cosmetics, then customers will likely be influenced by things like display design and layout, pricing strategy, special offers/discounts available, and so on. Meanwhile if you’re selling a service like haircuts or car washes, then customers may instead be more influenced by things like word-of-mouth recommendations, reviews/testimonials, convenience, and price.

It’s important to note that not all touchpoints will have equal impact – some may have more influence than others depending on the individual circumstances. For example, if you’re selling high-end luxury items then factors like prestige and status may play a bigger role in driving sales than they would for lower priced items. Similarly, if you’re selling products that are heavily reliant on technology then things like user friendliness and compatibility may hold more sway than they would otherwise. Ultimately it’s up to you as the marketer to identify which touchpoints are most important for your particular product or service, and focus your efforts accordingly.

Once a sale has been made there is usually some kind of post-purchase follow up from the company in order to ensure customer satisfaction. This might take the form of after sales support, warranty information, product registration forms etc. Depending on what has been purchased this follow up contact can either happen straight away (e.g. through an automated email receipt) or at later stages down the line (e.g. through surveys/feedback forms).


Jeremy is a SEO and web traffic specialist with years of experience in lead generation, sales, copywriting, and conversion optimization. He has helped countless businesses grow their online presence and increase their sales. His passion is helping businesses succeed online and he is always looking for new ways to improve his craft. He loves sharing his experience through articles and videos to help people achieve their marketing and sales goals.