Introduction to marketing management

Marketing management is the process of planning, organizing, control and implementation marketing activities attain organization goals and objectives. The marketing management of the firms the planning and implementation of programs to design, create, Build, and maintain marketing strategies. And other hand, Marketing management is the process of determine environment, market opportunity, design, marketing, and market threat effectively implementation achievement organization goals.

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Definition

According to Philip Kotler, “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.”

According to Steven J. Skinner, “Marketing management is the process of planning, organizing, implementing and controlling marketing strategies.”

Toward marketplace

There is a marketing management company orientation toward marketplace is the following: 

•  The production of concept
• The product of concept
• The selling concept
• The marketing concept
• The societal marketing concept
• The customer concept
• The holistic marketing concept-

a. Relationship marketing

b. Integrated marketing

c. Performance marketing

d.  Internal marketing

Function of marketing management

The functions of marketing management of depend on size, nature and function of the business organization. Marketing management performs his customer needs, customer satisfies and customer value implementation activities. The overall function of the business organization activities of marketing management is the following:

• Developing marketing strategies and plans
• Building strong brands
• Connecting with customers
• Communicating value
• Delivering value
• Shaping the marketing offerings
• Capturing marketing insights
• Creating long-term growth
• Implement and control the market

Objective of marketing management

The fundamental objective of marketing management is to assist management, formulating customer needs, wants, and demand activities marketing operation. The main objectives of marketing management some points as follows:

• Formulation of product planning and discovering in the distribution process
• Collection and analysis of data relating to marketing
• Pricing of product and its promotion and development
• Increase of profit through cost reduction
• Evaluation of performance

Basic responsibilities of marketing management

The newest of marketing management of companies work to understand the customer, customer satisfaction, customer value and long torn customer relationships while doing business. Therefore, the following of responsibilities of marketing management:

• Retaining the product quality
• Maintaining equality of supply and demand
• Reducing the product price
• To produce environment friendly product
• Participation in the social work
• Decreasing unwholesome demand
• Decreasing waste of marketing
• Retaining image of a country

Marketing management and demand management

Marketing management of research the market product and service their wants and resources people demand product with benefits and the most value and satisfaction. Therefore, the following marketing management and demand management is below:

• Negative demand
• No demand
• Latent demand
• Declining demand
• Overfull demand
• Unwholesome demand
• Irregular demand  and
• Full demand

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