Marketing process can be found in two conditions. They are:

1. Traditional physical process sequence (OLD):

Under this category, two phases involved namely make the product (design product, procure, make) and sell the product (price, sell, advertise/ promote, distribute, service).

2. Value creation and delivery sequence (NEW):

This category can be divided into 3:

a) choose the value (strategic marketing): customer segmentation, market selection/ focus, value positioning.

b) provide the value (tactical marketing): product development, service development, pricing, sourcing, making, distributing, servicing.

c) communicate the value (tactical marketing): sales force, sales promotion, advertising