Marketing Management Essay
1685 Words7 Pages
"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al, 2003:13). Marketing is a key aspect within a business and has several different functions. Some of these functions include, research, analysis, promotion, pricing and distribution. These functions lead into the evolution of the five alternative concepts under which organisations conduct marketing activities. The concepts include the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.
The production concept focuses upon the improvement of production and distribution efficiency,…show more content…
The last concept is; the marketing concept. This is a relatively new business philosophy with an outside in perspective, which begins with the target market and works back. It is centred on achieving organisational goals and depends on determining the needs and wants of target markets. In order to achieve these goals the whole organisation has to take responsibility for building relationships with the customers and maintaining these. Within the organisation customer focus has to work from top down and bottom up. This means it has to be totally accepted by the whole work force and all staff committed to building lasting relationship with customers. This concept is the most widely used concept of all five because it has proved to be successful. This is mainly due to the reality that it focuses on the customer needs and wants, rather than on the internal organisations needs and wants.
In order for the organisation to adopt the marketing concept and give the customers what they want or need, they need to take a look at their target markets. Most organisations do this by using a process known as segmentation. “Market segmentation is dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes” (Kotler et al 2004:239). This means, building the RIGHT relationships with the RIGHT people. For example, there is no
Marketing management is an important career. Professionals in any career need to sell their product or service, they need to know how to introduce it to the merchandise. Marketing managers know how to do it. They develop strategies to sell products and services analyzing the merchandise. They develop an advertisement and promotion plan so that they appeal to customers. They need to keep track of trends through trade journals and shows and they also consult to buyers to figure out which products or services will be most in demand.
Marketing managers also handle conflicts, such as copyright infringement and royalty sharing, with those outside the company. Marketing managers are people who persuade people to buy products, they need to convince others to buy goods or change their minds or actions. They are also people who have a high level of social interaction, they speak clearly and are good listeners since they have to communicate with supervisors, peers or subordinates; they deal also with people outside the organization. They establish and maintain relationships. They analyze and process information, and use logic to identify problems and apply solutions.
They train, develop and coordinate the work of others since there are responsible for the results of work done by others Those people are absolutely creative, they have to think of original, unusual and creative ideas and solutions, they must be able to see detail of objects and differences between colors, shades and brightness They should be organized in their time and organized in finances, they should know how to spend the money in an efficiently way as well as keep track of how the money was used. They must be prepared to work under press ion; they may work 50 hours a week or more and travel often to meet with sales representatives and clients. As in every profession, marketing managers need knowledge, they should know Sales and Marketing as well as administration and management.
Mathematics is also important, they may use a mathematical method to solve problems, and they must be able to add, subtract, multiply and divide quickly and correctly. Communication and media is also important since they need the knowledge of producing, sharing and delivering information or entertainment. They need to speak fluently at least English as a second language, if is the English the first language, they should know another one and be able to write it, read it, and speak it fluently. Economics and accounting are important since they need to know about producing, supplying, and using goods and services.
They need to know geography and description of a place. Law, Government and jurisprudence is important, they need to know the laws, rules, court procedures and the political process. They need to study sociology and anthropology as well as psychology, to understand the behavior, customs, origins of groups of people and mental process. Fine arts, since they need to be creative and original. Marketing managers are independent people; they like to make their own decisions and take risk for profit. They consider good working conditions important where they can find opportunities for them to advance and be recognized for their work.
Relationships are important for marketing managers, they like to do things for other people. In this career, there are two important things, knowledge and experience. Most of marketing managers have a bachelor’s degree, and some of them learn their skill by working for a company for a long period. The wage vary widely, depending on the manager’s level of education, experience and responsibility, wages also vary by the size of the company Employment for marketing managers in Oregon and the nation (U.S.A) is expected to grow faster than the average for all occupations through the year 2010. The demand is significant. For motivated and well-trained marketing managers, there are many opportunities for advancement in this occupation. You can work any place in the world and gain experience. Successful marketing managers may become top executives, and with sufficient experience and money they may open their own business.
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