Introduction to marketing management, Marketing Management

Marketing management:

Meaning and definition: marketing management is a compound word "marketing plus management'. Marketing is the total system of the business activities while management is the art of getting done in a coordinated and harmonious way. Management may be regarded as an of getting things done through and with the people towards the attainment of the objectives of the firms. Marketing management is a branch of the total management and is concerned with the direction of those activities towards the attainment of marketing goals, satisfaction of customer's needs, increase in the sales volume, and increase in the organization profits. All activities directed towards attainment of these marketing goals may be characterized as marketing management.

According to the Philip Kotler, "Marketing management is the process of planning and executing the conception, pricing and promotion and distribution of the goods, services and ideas to create exchange with target groups that satisfy customer and organizational objectives".

According to the American marketing association: "Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of the ideas, goods and service to create exchanges that individual and organization objectives.

According to the Cundiff and Still "Market management as a branch of broad area of the management". Marketing management is concerned with the direction of purposeful activities towards the attainment of marketing goals. There are three kinds of goals:

1.      Satisfaction of the customer's needs.

2.      Increase in the sales volume and

3.      Increase in organizational profits.

All these three goals are interrelated.

Thus, marketing management is a functional area of the business management which has to deal with the consumers needs and wants in the first place, followed by promotion and pricing to create specific demand for the goods or services or idea in question, and then flow of the goods or services or ideas to the customer and finally information from the customers about expected satisfaction.

Posted Date: 9/19/2012 3:25:16 AM | Location : United States







Related Discussions:- Introduction to marketing management, Assignment Help, Ask Question on Introduction to marketing management, Get Answer, Expert's Help, Introduction to marketing management Discussions

Write discussion on Introduction to marketing management
Your posts are moderated
Related Questions
Question 1: (i). Describe briefly characteristics of relationship marketing. (ii). Produce a report on relationship marketing for a forthcoming sales conference. Outline

Discuss the importance of strategy and good leadership in marketing

henry assael model of buying decision behaviour along with the diagram

Consumer Buying Behaviour Markets (and those which they serve) must be understood before marketing strategies may be developed. The consumer market purchase services and goods

Question 1 The event manager plays a pivotal role in event management company. Discuss his role and explain the important steps he has to take to ensure a successful event

Question: The emergence of the Service sector followed by stiff competition in the industry has brought about the need to be supported with immediate service recovery strategi

Question: a) Describe four issues that are usually addressed in the Needs Analysis phase in the building-block approach to network design. b) Sketch a typical hybrid star

What is profitability control in MIVE? Profitability control in MIVE: There is no point in squandering scarce resources on marketing attempts which guarantee nothing exce

Question: (a) The Department of Health is planning a PR campaign for a ‘Tobacco Control Program'. This department is a non-profit organization. It aims at educating families,