Marketing management term paper
Management is the function and process of managing an organization's marketing budget, personnel, and activities. In general, the goal of marketing management is to effectively and efficiently use resources to increase customer base, improve customer perceptions of the organization's products and services, and help the organization meet its goals and objectives as related to the marketing function. Marketing management is a far-reaching function that encompasses the management of every aspect of the marketing within an organization.
The role and scope of the marketing management function varies widely between organizations according to organizational characteristics (e. The use of a dancing bear in marketing efforts today might bring fleeting attention from potential customers, but would probably also result in earning the organization a negative reputation as well as the wrath of the aspca. Marketing managers today must be concerned with such concepts as branding, integrated marketing communications, marketing mix, and control systems for their sales ing management can be defined as the function and process of managing an organization's marketing budget, personnel, and activities.
In general, the goal of marketing management is to effectively and efficiently use the organization's marketing resources to increase customer base, improve customer perceptions of the organization's products and services, and help the organization meet its goals and objectives as related to the marketing function. The role and scope of the marketing management function varies widely between organizations based on organizational characteristics (e. Similarly, the role of the marketing manager in a small start-up company with only one product to sell is unlikely to be the same as that of the marketing manager in a large company or one with an established and varied product l marketing matter the size or type of the organization or the stage of its products or services, there are certain general classes of activities that marketing functions and their managers need to take into account in order to better help the organization meet its goals and objectives: analyzing the market and environment to determine how best to focus one's marketing efforts, determining what the optimal target market or market segment is for the particular market and environmental conditions, setting a marketing strategy and develop a marketing plan, determining the proper marketing mix for persuading potential buyers in the target market or segment to purchase the organization's products or services, and controlling the implementation of the strategy and plan.
To be optimally effective, a marketing manager needs to be constantly engaged in all phases of the process and with refining the marketing plan to better reflect the needs and realities of the real gh marketing has been viewed by some as a purely personality-driven set of activities whose objective is to persuade potential customers to purchase, it is much more than that. Marketing and the management of the marketing function, like other strategic functions within the organization, needs to be created based on a needs assessment and data analysis to determine what the needs of the market are and how best to position one's product or service to meet those needs. The collection and objective analysis of empirical data allow the marketing manager to make reasoned decisions as to the best way to market the products and services of the organization.
Based on the collection and analysis of data regarding the needs, wants, buying habits, and other characteristics of the target market, the marketing management team can then develop a marketing strategy that will best enable the organization to meet its marketing objectives. Number of factors impact the development of a unique strategy for an organization or product line and the development of a concomitant strategic marketing plan (see figure 2). The assets and skills that the organization possesses or can readily acquire need to be determined.
For example, if an organization selling application software wishes to market itself as a vendor offering superior customer support, it could not do so honestly unless it either had sufficient staff with sufficient time on the payroll to offer such support or could affort to hire the extra personnel needed for such development of an effective marketing strategy must also take into account the market drivers for the industry. Increasing reliance on cordless and mobile telephones, for example, might make it a poor strategy for a communications equipment company to focus on the development of more attractive housings for corded addition, marketing management must consider the nature of the competition in the marketplace to help determine whether or not a marketing effort is likely to be successful. Part of the strategic marketing effort is to decide how best to differentiate oneself from the competition and demonstrate that one's product or service is superior to those offered by the only must one consider the nature of the competition in the marketplace, one must also consider the stage of the market or the industry life cycle when developing a marketing strategy.
Bill & american ment of breath becomes ing plan on after shave ul mawa lecturer in marketing department of business rn university . August, 2011 the course instructor jannatul mawa nupur senior lecturer in marketing management northern university bangladesh subject: submission on report on marketing management (marketing plan) dear madam, it gives us immense pleasure to submit you our report marketing plan (black boss spray). Front------------------------ -page- 01 letter of transmittal--------------------03 acknowledgement-------------------------------04 table of shave spray: : 06-14 executive ion analysis marketing aphic profiles in demographics geographies behavior factors market growth product n marketing markets marketing forecast expense er shave spray is manufactured by black boss company limited.
Its products have been ed and marketing will be the key to the development of brand and product awareness as well as the customer base. The five types of demographics in marketingare age, gender, income level race and enjoy a better face dye after shave spray not as a means for a clean face. Customer service: exemplary service is required to build a sustainable business that has a loyal customer shave spray distinguish itself by marketing products not previously available to users.
Customer accepted this product after shave spray trade marketing this product is currently in key to success are designing and producing product after shave spray that meet market demand. After shave spray marketing objective less price and real product ial objectives:= increase the profit and sales good product. These groups are gearing themselves to ward health and fitness and combined they can easily grow to 75 percent of the market in the next three marketing mix is generally accepted as the use and specification of the four p’s describing the strategy position of product in the market place the marketing mix is a set of controllable tactical marketing fools that work together to achieve company objectives.
Elements of the marketing mix are often referred to as the four p’s include product, price, promotion, and place. Such as:Channels: chain of intermediaries, each passing the product down the chain next organization, before it finally reaches the consumer or end-user. After shave spray will address sales forecasts, expense forecast, and indicate how these activities link to the marketing shave spray feels that the sales forecast figures are conservative.
Although the target market forecast listed all of the potential customers divided into separate groups the sales forecast groups customers into three categories such as, younger or all ng the number of categories allows the reader quickly discern information, marketing the chat more y sales forecast: table of sales younger all age total year 2010 $2,00,000 $50,000 $3,50,000 year 2011 $3,00,000 $1,00,000 $6,00,000 year 2012 $3,50,000 $1,50,000 $8,00,e forecast: the expense forecast will be used as a total to keep the target and provide indicators when correction/modification are needed for the proper implementation of the marketing y expense budget:Table of marketing expense ing expense budget advertising web site printed material marketing expense salaries of job holder year 2010 $10,000 $8,000 $5,000 $10,000 $20,000 year 2011 $12,000 $6,000 $8,000 $14,000 $30,000 year 2012 $14,000 $10,000 $6,000 $20,000 $35,e: a pran company maintains monthly and annual revenue. Expenses: a pran company produced any new product total expense cost y and er satisfaction: how much new product after shave spray get action maintain monthly or entation: as a marketing manager, i hope that the following identify the ing programs. Dialogthis title now requires a credituse one of your book credits to continue reading from where you left off, or restart the t this ing management work term report -op faculty ald institute (mins) term report marketing managment co-op students are to complete the reports according to the regular co-op scedule:Summer work term 1- research work term 2 - poster presentation - click here for work term 3- project work term 4- work term 5- reflections some cases, co-op students may not complete one of the three summer work terms.
For example, if a student does not complete the middle summer work term three, the student will not complete the project report. For students not following the above listed schedule, please contact your co-op faculty advisor to discuss co-op faculty advisor uses the following marking scheme for the report when assigning a grade to student work term this ing management work term report -op faculty ald institute (mins) term report marketing managment co-op students are to complete the reports according to the regular co-op scedule:Summer work term 1- research work term 2 - poster presentation - click here for work term 3- project work term 4- work term 5- reflections some cases, co-op students may not complete one of the three summer work terms. For students not following the above listed schedule, please contact your co-op faculty advisor to discuss co-op faculty advisor uses the following marking scheme for the report when assigning a grade to student work term reports.