Understand the Concept of Marketing Management Planning Strategy


Marketing management using various tools of economics and competitive strategy to analyze the context of the industry related to the company's operations. Including Porter's five forces analysis group strategic competitors, and value chain analysis Depending on the industry, regulatory contexts may also be important to be studied in detail.
In the analysis of competitors, marketers up the data of detailed profiles of each competitor in the market, focusing mainly on the relative competitive strengths and weaknesses of their using SWOT analysis. The marketing manager will study the cost structure, the source of profits, resources and competencies, competitive positioning and product differentiation, the level of vertical integration, historical responses to industry developments, and other factors of each competitor.
Understanding Marketing Management
Marketing Management is a tool of analysis, planning, implementation and control of programs designed to create, build, and maintain a favorable exchange with the target market objectives with a view to achieving the main objective of company that makes a profit. 
Understanding Marketing Management According to Experts 
  • Marketing management is the analysis, planning, implementation and monitoring of programs aimed raises exchanges with target markets with a view to achieve the objectives of the company (Kotler, 1980).
  • Marketing Management is one of the main activities undertaken by the company to maintain the continuity of the company, developing, and make a profit. The marketing process begins long before the goods are produced, and does not end with the sale. Event marketing company should also give satisfaction to the consumer if they want their business run continuously, or consumers have a better view of the company (Dharmmesta & Handoko, 1982).
  • Marketing management is the analysis, planning, implementation and control of programs that are designed to create, build, and maintain beneficial exchanges with target buyers, to achieve the objectives of the company (Kotler & Armstrong)
  • American Marketing Association, translating marketing as follows: Marketing is the implementation of the business world that directs the flow of goods and services from producer to consumer or the user. This definition emphasizes the distribution aspects rather than just marketing activities.
  • Philip Kotler in his Marketing Management Analysis, Planning, and Control, define marketing more broadly, namely: Marketing is: A social process in which individuals and groups obtain what they need, and they want to create and maintain the product and the value of the individual and other groups.
  • Definition of Marketing by William J. Stanton is a whole system of business activities aimed at planning, pricing, promoting, and distributing goods and services that satisfy the needs of both the buyers existing and potential buyers. 
Marketing Management Concept
The philosophy of the marketing concept aims to give satisfaction to the wishes and needs of the buyer / consumer. All activities within the company adheres to the concept of marketing should be directed to meet these objectives.
Can definitively be said that: Concepts Marketing is a business philosophy that states that the satisfaction of consumer needs is a prerequisite for economic and social viability of the company (Stanton, 1978).
Important Elements In Marketing Concepts:
  1. Market oriented oriented Consumers desire
  2. Preparation of an integrated marketing activities
  3. Achievement levels of consumer satisfaction
Management concept essentially covers the efforts and strategies pursued by management in order to achieve the level of customer satisfaction.
Marketing Strategy Planning
Marketing Strategy (Marketing Strategy) is the process of determining the target market with relevant marketing mix strategy which:
  • Targets Market; is a homogeneous group of customers who want to be served or market demand by companies.
  • Marketing Mix (Marketing Mix); are variables that are prepared by the company in order to satisfy the target market. Marketing Mix is a combination of four variables or activities that constitute the core of the company's marketing system, namely: product, price structure, promotional activities and the distribution channel system. Marketing mix variables can be used as a basis for a strategy in an effort to get a very strategic position in the market.

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