Coming Soon
Subscription Marketplace - Buy and sell subscription products and services
0 like 0 dislike
1,377 views
in Articles by
Marketing management involves choosing target markets that not only get new customers but also retain the existing ones. It is a business subject, which is based on research and study of practical applications of marketing techniques and management of the marketing resources. The one who excels in this field is known as marketing manager. The job of the marketing manager is to influence the timing and level of customer demand so as to help the sales. It actually depends on the size of the business and environment in the corporate industry. Like if he is working in a huge production company, he will be the general manager of a particular product category assigned to him and he will be responsible for profit and loss with respect to the product. And in small business there is no marketing manager as his job is taken over by the partners of the company.

Creating and communicating best customer values can increase the number of customers. The steps taken and resources utilized to maintain existing customers and get new customers fall under marketing management. The scope is quite large because it not only consists of developing a product, but also retaining it. The term marketing management has many definitions. It actually depends on individual firms and how the marketing department functions and activities of other departments like operations finance, pricing and sales.  

Before deciding about a marketing strategy, the company must do an in-depth study about their business, and the market. This is where marketing management merges with strategic planning. Usually the marketing strategies are of three types, customer analysis, company analysis and competitor analysis. Using the customer analysis, the market is broken down into different types of customers. The marketing management realizes the characteristics and other variables of each group. They are geographical location, demographic, customer behavior pattern and need. Like a group of people can be recognized who can be less price sensitive, purchases often and are growing. Such groups can be worked on by heavy investments as they are worth the money and time. They cannot only retain such customers and make new customers in this group but they can go to the very extent of turning back customers who don’t belong to this group. Understanding the needs makes customer’s expectations to be met per their satisfaction, better than the competitors, which will lead to higher sales and obvious profit.

Company analysis highlights the cost structure and resources of the company and cost position when compared to competitors. The accounting executives use it to learn about the profit earned by a particular product. From time to time, audits are conducted to study about the strengths of various brands of the company.

Marketers using competitor analysis build detail customer profiles. It gives a clear picture about the strengths and weaknesses of the firm, when compared to a competitor. The competitor’s cost structure, resources, competitive positioning, degree of vertical integration, product differentiation, and profits are studied in detail and are compared to what company is doing in those regards.

The marketing management to do marketing analysis carries out marketing research. The most common of such researches are qualitative marketing research, quantitative marketing research, experimental techniques and observational techniques.

After all the studies and researches are conducted, its easier for the marketing manager to make strategic decisions and they then can design a marketing strategy to increase the profits and revenues of their company. The other goals can be profit over the long run, market share, and revenue growth.

Please log in or register to reply to this topic.

Related topics

0 like 0 dislike
0 replies 710 views
posted in Articles by Knighthawk
0 like 0 dislike
0 replies 2,039 views
0 like 0 dislike
0 replies 724 views
posted in Articles by Octopixy
0 like 0 dislike
0 replies 1,299 views
posted in Articles by Butcherry
0 like 0 dislike
0 replies 1,639 views
posted in Articles by Scorpeon
0 like 0 dislike
0 replies 1,659 views
posted in Articles by nicejone
0 like 0 dislike
0 replies 1,168 views
0 like 0 dislike
0 replies 1,153 views
posted in Articles by TwinNut
0 like 0 dislike
0 replies 746 views
posted in Articles by AfternoonFay
0 like 0 dislike
0 replies 935 views
0 like 0 dislike
0 replies 2,128 views
0 like 0 dislike
0 replies 941 views
posted in Articles by ShowDolphin
0 like 0 dislike
0 replies 1,153 views
posted in Articles by BeautifulWolf
0 like 0 dislike
0 replies 940 views
posted in Articles by PositiveVoid
0 like 0 dislike
0 replies 1,892 views
posted in Articles by Mosquiche
0 like 0 dislike
0 replies 801 views
posted in Articles by Sassassin
0 like 0 dislike
0 replies 706 views
posted in Articles by MysteryWasp
0 like 0 dislike
0 replies 1,227 views
posted in Articles by HarshThunder
0 like 0 dislike
0 replies 1,352 views
0 like 0 dislike
0 replies 816 views
0 like 0 dislike
0 replies 2,041 views
posted in Articles by OpinionOwl
0 like 0 dislike
0 replies 1,762 views
0 like 0 dislike
0 replies 776 views
posted in Articles by VoyageHooper
0 like 0 dislike
0 replies 8,465 views
posted in Articles by nicejone
0 like 0 dislike
0 replies 793 views
0 like 0 dislike
0 replies 1,690 views
posted in Articles by BeautifulWolf
0 like 0 dislike
0 replies 905 views
0 like 0 dislike
0 replies 1,333 views
posted in Articles by Finderpros
Connect with us:
...