Mba Articles

THE BUSINESS CAPSULE

53rd Issue

Marketing Article

Date: 20th January 2014

Supriya Joshi and Omi Dutta

MARKETING MANAGEMENT:

It is a business discipline which focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy

WHO IS A MARKETING MANAGER:

Marketing managers are often responsible for influencing the level, timing, and composition of customer demand. The role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. 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. Marketing differs from sales in that marketing's role is to build the profile of the brand, get people interested in the product, and generate leads (if it's Business to Business aka B2B organization). They can be in charge of everything from advertising of all types including catalogs, billboards, TV, radio, newspapers, web marketing, as well as public relations, how and where the company is marketed, and often the pricing of the product (but not always).

WHAT DOES MARKETING MANAGER DO?

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As a marketing manager, it would be your job to plan the best ways of promoting your employer's products, services or brand. If you’re organized and love communicating messages and ideas, this could be the job for you. You will need to have the management skills to lead and motivate a team. You would also...