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MARKETING MANAGEMENT
Marketing management is a process involving analysis, planning, implementation and control is as far as exchange of goods and services is concerned, with the goal of satisfying the parties concerned. Marketing management is practiced by all levels of staff in the organization including sales managers, promotion managers, brand managers and so on.
Details
| language |  | english |
| wordcount |  | 55048 (cca 157 pages) |
| contextual quality |  | N/A |
| language level |  | N/A |
| price |  | free |
| sources |  | 7 |
Table of contents
MARKETING MANAGEMENT 8
COMPANY ORIENTATION TOWARDS THE MARKET PLACE 9
SCANNING THE MARKETING ENVIRONMENT 11
The Corporate and Divisional Level: 11
Good mission statements have three main characteristics 12
Boston Community group model 13
THE GENERAL ELECTRIC MODEL. 16
There are three systems 17
Sales 18
Current market 19
New market 19
BUSINESS STRATEGIC PLANNING 19
INTERNAL ENVIRONMENT ANALYSIS ( strengths / weaknesses) 20
Goal formulation 20
Strategic formulation 20
Program formulation 21
Implementation 21
Feedback and control 21
Ansoft. L (1957) Diversification : Harvard Business Review (Sept – Oct) P114 21
THE MARKETING PROCESS 21
Analyzing marketing opportunities: 21
Developing Marketing Strategies: 22
Planning marketing programs: 22
Managing the marketing effort. 22
Product Planning : The Nature And Contents Of A Marketing Plan 22
MARKETING INFORMATION SYSTEMS & MARKETING RESEARCH. 23
MIS and its components. 23
MIS 24
INTERNAL RECORDS SYSTEM 24
MARKETING INTELLIGENCE SYSTEM. 24
MARKETING RESEARCH SYSTEM. 25
MARKET RESEARCH 25
CONTRIBUTION OF MARKTING RESEARCH 26
PROFILES IN MIS 26
MARKETING RESEARCH AGENCIES 27
MR agencies are very useful in case 27
The Research Process. 28
ANALYSING CONSUMER MARKETS AND BUYER BEHAVIOUR 30
2.1 TRADITIONAL MODELS OF HUMAN BEHAVIOUR 32
2.1.1. Marshallian ( Economic man ) model 33
2.1.2. The Pavlovian learning model 33
Freudian Psychoanalytical Model 34
The Id concept 35
The ego 35
The superego. 35
Veblenian social – psychological model 35
Hobbesian (organizational) model 36
CONTEMPORARY MODELS 36
CONCLUSION 53
MAJOR FACTORSINFLUENCEING BUYING BEHAVIOUR 54
INDUSTRIAL MARKETS 69
RESELLER MARKETS 71
GOVERNMENT MARKET 71
CONSUMER MARKETS 71
ORGANISATIONAL BUYING 72
BUSINESS MARKET 72
Buying situations: 72
Participants in the Business Buying Process 73
To target their efforts properly, business marketers have to figure out 75
Major influences on industrial buying behaviour 75
1. Environmental 75
2. Organizations factors 75
ANALYSING COMPETITORS 76
IDENTIFYING THE COMPANY’S COMPETITORS 76
IDENTIFYING THE COMPETITOR’S STRATEGIES 77
DETERMINING THE COMPETITOR’S OBJECTIVES 92
ASSESSING COMPETITOR’S STRENGTHS AND WEAKNESSES 92
ESTIMATING THE COMPETITOR’S REACTION PATTERNS 93
DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM 94
SELECTING COMPETOTORS TO ATTACK AND AVOID 95
BALANCING CUSTOMER AND COMPETITORS ORIENTATIONS 96
MARKET SEGMENTATION 97
It can be done at different levels 98
MARKET SEGMENTATON PROCEDURE 99
Step one : Survey Stage 99
Step two : Analysis Stage 100
Step three : Profiling Stage 100
BASIS FOR SEGMENTING MARKETS 100
Multi attribute segmentation (geo clustering). 102
Targeting multiple segments 103
MARKET TARGETING 103
PRODUCT POSITIONING 104
Packaging 109
New Product Development 110
Steps in new Product Development 111
Diffusion 115
Adoption of Innovation 116
Adopter categories 117
Channels of Distribution 126
Extractive materials financial institutions 127
Supplies Retailers Insurers 127
Agents/brokers 127
Fig :. Simplified Marketing System 127
Market Intermediaries 127
Manufacturer owned stores 132
Industrial Products 133
Selection of Middlemen 140
COMMUNICTAON AND COMMUNICATION MIX 141
THE COMMUNICATION PROCESS 141
The communication model 142
Message and media represent the major communication tools. 142
DEVELOPING EFFECTIVE COMMUNICATION 143
There are eight steps 143
DEVELOPING AND MANAGING AN ADVERTISING PROGRAM 149
The desired reach, frequency and impact 151
Choosing among major media types; 151
Intangibility 182
Inseparability 182
Variability 182
Perishability 182
MARKETING OF SEVICES 183
Marketing strategies for service firms 183
Managing differentiation 184
Managing service quality and productivity 185
MANAGING PRODUCT SUPPORT SERVICES 186
Company organization 206
Marketing organization 213
Ways of organizing the marketing department. 213
MARKETING RELATIONS WITH OTHER DEPARTMENTS. 216
CONTROLLING MARKETING ACTIVITY 217
MARKETING IMPLEMENTATION 220
REFERENCES 220
Preview of the essay: MARKETING MANAGEMENT
THE CORE CONCEPTS OF MARKETING.Marketing is a social and Managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.
Then the core concepts of marketing are
- Needs , wants and demands
- Products
- Value, cost and satisfaction
- Exchange and translations
- Relationships and networks
- Markets
- Marketers and prospects
Needs , wants and demands
A need is a state of deprivation of some basic satisfaction. A need is not created by the marketer, but is a biological concept, for example hunger, thirst, safety, shelter, esteems.
Wants are desires for specific satisfiers of needs and may be considered a higher level need. For example when an individual may have a need for food, his / her want will be a specific prepared meal such as chicken or fish,
Demands are wants for specific products that are backed by an ability and willingness to buy them, wants become demands when supported by purchasing power. Effective demand is comprised of people who are willing and are able to buy a product.
Product – Comprises of goods, services and ideas that satisfy human needs and wants. A product is anything that can be offered to satisfy a need or want.
Value, cost satisfaction - a value is the consumer’s estimates of the products overall capacity to satisfy another need. To get the value. There must be something he/ she can give up the opportunity cost. Depending on the perceived value and level of satisfaction, different products cost differently.
Exchange and transactions.
Exchange is the art of obtaining a desired product from someone by offering something in return. Kother (1997) identifies five conditions that must be satisfied in order to have the potential exchange.
- There must be at least two parties
- Each party must have something of value to the other party.
- Each party is capable of communication and delivery.
- Each party is free to accept or reject the exchange offer.
- Each party believes ...
... recommending a plan of action to improve the company’s marketing performance.
It has four main characteristics:
- Comprehensive – It covers all major marketing activities of a business.
- Systematic – It involves an orderly examination of the organizations macro and micro marketing environments, marketing objectives and strategies, marketing systems and specific marketing activities.
- Independent – Although marketing audits can be done by the companys self audit office, the best audits are done by outside consultants who have the necessary objectivity and broad experience and knowledge about the industry. Self audits sometimes lack objectivity
- Periodic – Marketing audits should be done periodically, whether the company is in trouble or in good times. It should not be done only when a company faces problems.
MARKETING IMPLEMENTATION
Marketing implementation is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plans stated objectives. Whereas strategy addresses the what and why of marketing activities, implementation addresses the who, where, when and how.
Effective implementation requires one to have the following skills:
- Skills in recognizing and diagnosing a problem
- Skills in assessing the company level where the problem lies.
- Skills in implementing plans
- Skills in evaluation implementation results.
Essay is in categories
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Economics
/Marketing
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