Marketing Management

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Expert: Leo Lingham - 10/7/2009

Question
Sir could you please answer the following two questions for me? I need your help in answering these. PLease reply me as soon as possible. 1. Marketing management an artistic exercise and therefore highly subjective versus marketing management is largely a scientific excercise with well established guidelines and criteria 2. How does cause or corporate societal marketing affect consumer's personal behavior? Clarify in context to the products and services you are using or planning to purchase. 

Answer
SARA,
HERE IS  SOME USEFUL  MATERIAL.
REGARDS
LEO LINGHAM
=========================================

1. Marketing management an artistic exercise and therefore highly subjective versus marketing management is largely a scientific excercise with well established guidelines and criteria

MARKETING  MANAGEMENT  IS  A  SCIENTIFIC
EXERCISE  WITH  ESTABLISHED GUIDELINES/ OBJECTIVES.

SCOPE   OF  MARKETING  MANAGEMENT
-----------------------------------------------------
Establish  , direct, administer  and  coordinate the  overall product marketing programs   for  all   Products..

Strategically  plan for, develop  and profitably penetrate  the  markets to which  the  products, services  and  capabilities  of  the  company  can be directed.  These  activities  include  
-studying economic indicators
-tracking  changes in  supply  and  demand
-identifying customers  and  their  current  and  future needs -monitoring the competition.
=========================================================

THIS SCOPE  IS   THE RESULT  OF 
THE  FOLLOWING:

* Analysis

* Discussion

* judgement

* Illustration

* Decision

ON  THESE   ELEMENTS.
--------------------------------------------
External Analysis

1.Customer Analysis

Segments
Motivations
Unmet Needs

2.Competitor Analysis

Identify
Performance
Image
Objectives
Strategies
Strengths
Weaknesses

3.Market Analysis

Size
Projected Growth
Entry Barriers
Distribution System
Trends
Key Success factors

4.Environmental Analysis

Technology
Government Regulations
Economic Trend
  I
A.Opportunities
B.Threats

C. Trends   

D. Others

Customer/Market Segment Analysis

SEGMENTATION

Biggest Customers/Market Segments
Profitable ones/Attractive Potential
Needs
Buying Characteristics

CONSIDER THE VARIABLES

1) Benefits sought
2) Usagelevel
3) Application
4) Organisational type
5) Geographic location
6) Customer loyalty
7) Price sensitivity
8) Competition

MOTIVATION

What elements of the product/service do the Customers/segments value most? What are their objectives? What are they really buying? What are their priorities? What changes are taking place?

UNMET NEEDS

Why are some customers/segments dissatisfied? Why are some changing brands or suppliers? What are some unmet needs they can identify? What are some unmet needs they are unaware of?

Competition Analysis

WHO ARE THE COMPETITORS?

• Against whom do we usually compete?

• Who are our most intense competitors?

• Who are our less intense but still serious competitors?

• What are the substitute products?

• Can these competitors be grouped on the basis of their products or strategies?

• Are there any potential competitive entrants?

EVALUATING THE COMPETITORS

• What are their strategies? Their level of commitment?

Do they have a significant advantage or disadvantage?

• What is their image/positioning strategy?

• Which are the most successful/unsuccessful competitors? Why?

• What are their strengths/weaknesses?

• What are their leverage points?

Structure of the Segment/Customer

1. SIZE AND GROWTH

• What are their size and growth characteristics?

• What are the driving forces behind their...
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