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Marketing Management Essentials You Always Wanted To Know
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Descrição
• Marketing Management concepts explained in a simplified way
• Tools that can help you navigate your role as a marketing manager
• How to use marketing to manage customer relationships
• Understand the relationship between strategy and marketing
Marketing Management Essentials You Always Wanted To Know guides new marketing managers and leaders with building blocks of marketing management. You will learn how to define marketing management and how it affects different levels of an organization. You will understand the main functions of a marketing manager so that you can incorporate those functions into your new role. You are given tools to assist you with some of the more challenging aspects of marketing management such as SWOT analysis, measuring customer satisfaction, and developing a marketing plan. Understanding the relationship between strategy and marketing and applying it to decision making is a vital skill that you will learn about that is vital to today’s marketing manager. After you have learned about managing marketing internally to your organization, you will begin to learn how to manage your external customers and gain their business. These timeless elements of marketing management will provide you the fundamentals with a 21st century point of view.
Marketing Management Essentials You Always Wanted To Know gives you a look into the world of marketing and some of its key elements. When you have completed reading this book you should be able to:
• Define marketing management in an organization, understand its functions and elements
• Know the business responsibilities of a marketing manager and marketing department
• Describe tools that can help you navigate your role as a marketing manager
• Understand the relationship between strategy and marketing
• Know how to use marketing to manage customer relationships
This Self-Learning Management Series intends to give a jump start to working professionals, whose job roles demand to have the knowledge imparted in a B-school but haven’t got a chance to visit one. This series is designed to address every aspect of business from HR to Finance to Marketing to Operations, be it any industry. Each book includes basic fundamentals, important concepts, standard and well-known principles as well as practical ways of application of the subject matter. The distinctiveness of the series lies in that all the relevant information is bundled in a compact form that is very easy to interpret.
Sobre o autor
Vibrant Publishers, USA is a leading publishing house publishing high quality books for IT professionals, management professionals as well as graduate students. We have redefined the way in which highly rich content can be made available to today's fast paced generation. This new generation's NEED TO KNOW NOW attitude and the highly competitive business environment has triggered us to publish books that have 'just the essential' information. We, at Vibrant Publishers, are committed to publishing books that are not only content-rich but also concise and approachable enabling more people to read and make the fullest use of them.We have introduced three different series of books for the three different and much in-demand genre of people.a) The Job Interview Questions Series caters to IT professionals specifically college freshman, junior/senior programmers, business analysts, and project managers.b) The Self Learning Management Series is intended to give a jump start to working professionals, whose job roles demand to have the knowledge imparted in a B-school but haven't got a chance to visit one.c) The Test Prep Series covers GRE, GMAT, SAT, TOEFL and IELTS exam books.About Job Interview Questions SeriesAs technology now-a-days changes very often, IT Professionals need to be updated with the latest trends in these technologies constantly and more importantly instantly. Job Interview Questions Series is THE answer to this need.We believe in delivering quality content and do so by tying up with the best authors around the globe. This series of books is written by expert authors and programmers who have been conducting interviews since a decade or more and have gathered vast experiences in the world of information technology. Unlike comprehensive, textbook-sized reference guides, our books include only the required information for job search. Hence, these books are short, concise and ready-to-use by the working Professionals.All the books in Job Interview Questions series include about 250 to 400 technical & HR interview questions with answers. They also include proven strategies along with Dozens of examples to respond to interview questions and thus help nail the interviews. Besides these, each book is accompanied by Aptitude Tests available as a download from our website.We hope to serve our readers by saving them time - by providing them with information that is important, and not bombarding them with data from which they need to pick relevant information.About Self Learning Management SeriesThe Self Learning Management series intends to give a jump start to working professionals, whose job roles demand to have the knowledge imparted in a B-school but who haven't got a chance to visit one. This series is designed to illuminate aspects of management, finance, organization development, consumer behavior, human resources, marketing and business. Dozens of books available in the market give ample information about these topics that may or may not be required. The distinctiveness of this series lies in that it gives only the relevant required information bundled in a compact form, uncomplicated to interpret.This series would cover various management topics in 10 different titles. Each book includes basic fundamentals, important concepts, standard and well-known principles as well as practical ways of application of the subject matter. The series will be instrumental in assisting all those who are in the following job roles:a) Dealing with Human Resourcesb) Taking financial decisionsc) Responsible for Sales and Marketingd) Carrying out the Operational activities in a companye) Directing Business strategiesf) Engaged in managerial decision making
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Amostra do Livro
Marketing Management Essentials You Always Wanted To Know - Vibrant Publishers
Marketing Management Essentials You Always Wanted To Know
Self-Learning Management Series
www.vibrantpublishers.com
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Marketing Management Essentials You Always Wanted To Know
Published by Vibrant Publishers at Smashwords
Copyright 2018 Vibrant Publishers, USA.
Smashwords Edition, License Notes
This ebook is licensed for your personal use only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. The author has made every effort in the preparation of this book to ensure the accuracy of the information. However, information in this book is sold without warranty either expressed or implied. The Author or the Publisher will not be liable for any damages caused or alleged to be caused either directly or indirectly by this book.
Vibrant Publishers books are available at special quantity discount for sales promotions, or for use in corporate training programs. For more information please write to bulkorders@vibrantpublishers.com
Please email feedback/corrections (technical, grammatical or spelling) to spellerrors@vibrantpublishers.com
To access the complete catalogue of Vibrant Publishers, visit www.vibrantpublishers.com
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Preface
Marketing management is a role of its own. The marketing manager is one whose skillset expands across different areas of the organization. Most people outside of the marketing realm do not have a deep understanding of what marketing managers do and what the required skillset is. Some may say they have acquired the skillset because they studied marketing in school but, again, studying and experiencing are two totally different things. So, how do you succeed in a new role of marketing manager?
Marketing Management Essentials You Always Wanted To Know seeks to guide you in answering this question. This reading consists of core elements of marketing management that will support day to day activities. New marketing managers may be faced with challenges such as conducting an external audit, forecasting demand, developing a plan to gain new customers, and ensuring other departments are playing their part in providing customer value. These items are included in this reading along with several other elements to help anyone understand and function in their role of marketing manager. Using real life experiences and detailed study, this handbook will give you the tools to get started in your marketing management role.
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Table of Contents
1. Introduction to Marketing Management
Stages of Marketing
Marketing Capacity
Marketing management
2. Strategic Planning and Marketing
The Process of Planning
The Strategic Plan
The Marketing Plan
Implementation
3. Research in Marketing
Information Systems
Constructing information
Marketing Definitions
What is the Current Market Demand?
What Could the Demand be for the Future?
Ethics in Marketing Research
4. Relationships with Customers and Marketing Management
Customer Value
Customer Satisfaction
Providing Satisfaction
How Much is a Customer Worth?
Retaining Customers
Relationship Marketing
When Do I Use Relationship Marketing?
Relationship Management
Defining Customer Relationship
Types of Customers
Customer Orientation
Ensuring Quality Customer Relationships
Measuring Customer Relationships
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Introduction to Marketing Management
Marketing affects everyone, every day. We all engage in marketing on a daily basis, so it is important that we understanding what marketing is. A market can be defined by Philip Kotler as, …all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.
Marketing is a function of an organization. It is a group of processes or procedures for developing, connecting, and providing value to consumers. It is also for dealing with customer relations in ways that profit the organization and its stakeholders. Marketing is achieved by social and managerial processes. These processes consist of consumers and groups of consumers acquiring their needs and wants by developing and swapping products and value with one another. Marketing seeks to fulfill those wants, needs, and desires from the consumer.
Marketing is important because in the 21st century, with the struggling economy, organizations used marketing to help keep their companies afloat. Marketing helps to tackle the challenges faced in a failing environment. In a broader sense, marketing has brought awareness of products and services to the public that have made their lives better. When marketing is successful, demand increases for an organization’s products and services. It also helps to establish a brand in the public eye and build brand loyalty. Indirectly, successful marketing creates jobs for individuals because demand is increased and more assistance to produce and distribute the products and services is needed. In its simplest form, marketing puts products and services in the hands of its targeted consumers.
Marketing is an organizational function. The following list shows the many functions in an organization that can be categorized as a marketing function.
a) Customer Relationship Management (CRM)
b) Display
c) Stockholding
d) Servicing
e) Risk Taking
f) Transporting
g) Market Research
h) Merchandising
i) Publicity
j) Pricing
k) Forecasting
l) Buying
m) Financing
n) Selling
o) Public Relations
p) Advertising
q) Sales Promotion
Marketing is a management function. Management must ensure that the operations of the organization are running smoothly to ensure the customer’s needs are met effectively and efficiently. Manager conduct analysis, plan, allocate resources, control current processes, and work to anticipate customer needs in an effort to ensure customers are satisfied.
Marketing is a business concept. Here is where the exchange process comes into play that are associated with obtaining goods and services. This is where supply and demand come in. If I have the supply and you have a demand of the product, we can negotiate a deal.
It is considered an exchange when:
a) Two groups or more are involved
b) Both groups have something of value that the other group desires
c) Both groups effectively communicate and deliver
d) Both groups have the option to turn down each other’s offers
e) Both groups want to negotiate with the other party
Marketing is a business philosophy. It sees the importance of the customer and that all business exists to serve customers rather than manufacturing products.
In the remainder of this reading we will explore these concepts and dive deeper into marketing and marketing management, so we can better understand its inner works.
Stages of Marketing
Not all marketing is greatly expensive,
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