Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.
Marketing management often conduct market research and marketing research to perform marketing analysis. Marketers employ a variety of techniques to conduct market research, but some of the more common include:
Qualitative marketing research, such as focus groupsand various types of interviews
Quantitative marketing research, such as statistical surveys
Experimental techniquessuch as test markets
Observational techniquessuch as ethnographic (on-site) observation
Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.
This concept advocates that a manufacturer should begin his task with the consumer focus. He has to primarily study the consumer and understand the needs, desires, requirements and conveniences of the latter. A manufacturer should design a new product or improve an existing one strictly keeping in mind the needs, desires etc. of the consumer. The product should exactly satisfy the consumer.
In considering how the individual selling unit in the marketing system operates, we will investigate the question- What is marketing management? Some readers will be students who intend to be in marketing management, others already are marketing managers, and still others may be in related activities that bear on marketing management in either a managerial or a regulative capacity.
Introduction to Marketing Management
Definition of Marketing Management
Features of Marketing Management
Importance of Marketing Management
Functions of Marketing Management
Process of Marketing Management
Scope of Marketing Management
Marketing Decision Making
Marketing Management Orientation
Issues of Marketing Management
Showcasing the executives is an administrative cycle including arranging, sorting out, dynamic, anticipating, coordinating, organizing and controlling. Stanley Vance characterizes the executives as the cycle of dynamic and controlling. Each part of showcasing, beginning with recognizing the buyer’s need and needs, distinguishing the focused on client, item arranging, improvement, evaluating, advancement, circulation measure requires arranging, dynamic, coordination and controlling.
All showcasing exercises are shopper driven. The shoppers are the lord. Advertising exercises depend on the reason of "make what the market needs". The chief goal of advertising is to make new clients and to hold current client. Advertising the board plays out the errand of changing over the likely clients into genuine client.
This is conceivable through fulfillment of client's requirements and needs by conveying them, suitable merchandise and ventures as per their necessities and needs, at perfect time and through advantageous channel.
The premise capacity of showcasing is recognizable proof of purchaser's necessities and needs .This requires constant and precise assortment of information, investigation and announcing of information pertinent to advertising exercises. This causes the administration to comprehend customer's requirements, needs, inclinations and conduct of the shopper towards association's advertising blend methodologies. This aides in estimating and arranging future game-plan.
Showcasing includes arranging and improvement of merchandise and ventures. Associations make a ceaseless undertaking towards arranging, advancement and development of item and administrations to satisfy the evolving need, taste and inclinations of the shoppers.
Showcasing exercises are not simply selling and circulation of responsibility for and administrations from the maker to a definitive purchaser. However, it includes a progression of exercises like exploration investigation, creation, improvement and advancement, commercial and advancement estimating choice, selling and appropriation, client relationship and after deals administration.
All these utilitarian territories of advertising should be adequately arranged, coordinated and assembled successfully to accomplish best outcomes. Promoting structure relies on the size of the venture, geological inclusion of the activity, number of product offerings, nature of item, size of clients.
All promoting exercises depend on by and large authoritative targets. The advertiser overcomes any issues between generally speaking hierarchical targets of accomplishing high benefit and expansion of deals and purchaser's advantage of fulfilling needs.
A definitive goal of a firm is to expand deals volume and benefit. This can be accomplished through advancement and correspondence about the merchandise and ventures. This capacity of advertising the board empowers the firm to give data about the item to the clients.
Promoting the board plays out the capacity of controlling of showcasing exercises. Advertising the board assesses the adequacy of showcasing exercises, to pass judgment on the productivity of promoting staff and the plans. This cycle includes estimating the genuine execution with the norm and distinguishing the deviations and making remedial moves.