Marketing Management

Marketing Management

1. Summary

Goals:

The marketing management concept chooses and targets appropriate customers, positions the company´s offer, interacts with those customers, controlls the marketing effort and keeps up the continuity of performance.

Marketing is defined as a philosophy that leads the company to profit maximisation but it is also an attitude and a perspective, concerning management orientation.

A company has to set certain activities, including products, pricing, promotion and distribution to optimise their business.

These activities, also named as marketing inputs, have the function to influence the consumer´s decision on product, location and brand choice.

The psychological inputs, such as culture, attitude, learning and perception are created by a promotional message, also named advertisment, which grap Attention, excite Interest, create Desire and prompt Action (AIDA).

But the customer buying process consists of more than just advertising. The process is based on production that focuses on efficiency of internal operations. The second step is the sales, grounded on aggressive techniques for overcoming customer resistence.

Thirdy named is the market, which focuses on satisfying customer needs and wants.

On the last position stands the societal marketing of firms and companies. It aims for satisfying customer needs and wants while enhancing individual and societal well being.

Marketing management is highly complex and needs requirements for effectiveness.

A company must invest in competent management leaderships to controll the process of marketing. All members of the marketing department have to focus on customers and their needs and wants in order to improve customer relationships. On the other hand, the company must develop their competitor intelligence and also their interfunctional coordination.

In sum:

Marketing management needs to be Profitable, Offensive (rather than defensive), Integrated, Strategic (future...