When I’m talking about business, one of the most necessary part is marketing management. It involves choosing target markets that not only get new customers but also retain the existing ones. It is a business subject which is based on research and study of practical applications of marketing techniques and management of the marketing resources.
The one who takes an important role in this field is known as marketing manager. The job of the marketing manager is to influence the timing and level of customer demand so as to help the sales. It actually depends on the size of the business and environment in the corporate industry. Like if he is working in a huge production company, he will be the general manager of a particular product category assigned to him and he will be responsible for profit and loss with respect to the product. And in small business there is no marketing manager as his job is taken over by the partners of the company.
For some firms, the purpose of marketing management is increase the number of customers. So, they need the suitable strategies to reach the goal. How about creating and communicating best customer values? The steps taken and resources utilized to maintain existing customers and get new customers fall under marketing management. The scope is quite large because it not only consists of developing a product, but also retaining it. The term marketing management has many definitions. It actually depends on individual firms and how the marketing department functions and activities of other departments like operations finance, pricing and sales because each firm doesn’t use the same organization.
The marketing management to do marketing analysis carries out marketing research. The most common of such researches are qualitative marketing research, quantitative marketing research, experimental techniques and observational techniques.
Moreover, the firm must do an in-depth study about their business, and the market before deciding about a marketing strategy. This is where marketing management merges with strategic planning. Usually the marketing strategies are of three types, customer analysis, company analysis and competitor analysis.
First, the customer analysis, the market is broken down into different types of customers. The marketing management realizes the characteristics and other variables of each group which are geographical location, demographic, customer behavior pattern and need. Like a group of people can be recognized who can be less price sensitive, purchases often and are growing. Such groups can be worked on by heavy investments as they are worth the money and time. They cannot only retain such customers and make new customers in this group but they can go to the very extent of turning back customers who don’t belong to this group.
Next, the company analysis highlights the cost structure and resources of the company and cost position when compared to competitors. The accounting executives use it to learn about the profit earned by a particular product. From time to time, audits are conducted to study about the strengths of various brands of the company.
Lastly, the competitor analysis build detail customer profiles. It gives a clear picture about the strengths and weaknesses of the firm, when compared to a competitor. The competitor’s cost structure, resources, competitive positioning, degree of vertical integration, product differentiation, and profits are studied in detail and are compared to what company is doing in those regards. However, if you can understand the customer satisfaction, it’s going to be better than the competitors, and will lead to higher sales and obvious profit.
If you prepare all the studies and researches for marketing management, i’m sure that it’s easire for managing especially for the marketing manager to make strategic decisions and they then can design a marketing strategy to increase the profits and revenues of the company. Also, don’t forget about another sectors that’s necessary for your profit and growth over the long run.