Marketing Management – Introduction, Elements, Functions, and More

Introduction

Marketing Management is the method of planning, implementing, and tracking an organization’s marketing strategy. It includes marketing plans, campaigns, and tactics used to create and satisfy the demand of target customers to increase profits.

Marketing Management refers to the control and operations of various marketing activities and the people involved, such as managers, marketing management professionals, contractors, and more. To ensure you make the right decisions, market research is essential to understanding the market and affecting what needs are not being met or how to take advantage of existing opportunities. Market research includes competitive analysis, pricing, and the best promotions to attract customers.

Key Elements of Marketing Management

Marketing Combination

Marketing revolves around the following four P’s

1. Product
2. Price
3. Place
4. Publicity

The four Ps are the marketing combination that supports any marketing plan.

Marketing Plan

A marketing plan is a long-term scheme that defines how a company will approach its customers, including marketing functions such as market research, branding, distribution channels, advertising, and pricing.

Marketing Strategy

A marketing strategy is a document that outlines a company’s overall marketing approach. It explains in more detail how this marketing strategy will be implemented. It also includes a marketing budget that will cover the costs of these activities.

Marketing Budget

A marketing budget defines the money needed for a company’s marketing activities. To avoid cost overruns in your marketing campaigns, it is vital to fully estimate the cost of activities such as advertising before defining a budget. Our marketing budget template is a great tool to start the marketing budget process.

The 7 Marketing Management Functions

The seven marketing functions are the pillars of marketing management. These are the seven key areas that group all marketing management activities.

1.      Promotion

Refers to all marketing activities that promote brand awareness. Promotion can be focused on a brand or a single product or service. Promotion types include digital advertising, content marketing, PR, and events.

2.      Selling

Marketing and sales are closely related. Typically, marketing departments create a marketing funnel strategy that generates leads and sales for an organization. Maintaining a marketing calendar and customer relationship management (CRM) system is essential to maintain profitable customer relationships.

3.      Product Management

Marketing management also involves working closely with product management departments. Both teams must provide feedback to each other to develop a product that meets the needs of both the company and the customer.

4.      Pricing

Marketing management professionals must develop a pricing structure for the business. The pricing process involves demand planning, costs, and the brand’s competitive landscape.

5.      Market Search

Market research analyzes consumer data, such as demographic information, to develop a marketing strategy that meets their needs. In addition, market research will allow you to understand the buying behavior of your target audience.

6.      Financing and Budgeting

Securing financing, estimating costs, and creating a marketing budget are essential areas of marketing management. Without funding and budgeting, marketing strategies cannot be implemented.

7.      Distribution

Marketing management is essential to deciding the best distribution channels to sell your product. You can choose a brick-and-mortar location, online media, or a hybrid model

Importance of Marketing Management

Some may feel dismissive about marketing. There’s a reason why marketing budgets are often cut when a company hits a financial crisis. If you’re honest with yourself, however, you’ll realize how marketing has influenced your purchase.

In reality, marketing works, and advertising can be incredibly persuasive. But, of course, your organization isn’t the only one that knows this. Chances are your competitors have marketing management processes in place and want to share in your market. This is another reason why marketing management is essential.

It would be best if you were competitive. Complacency is the death knell for any business. Marketing management is relevant to both small and large/established businesses. It can achieve success by opening channels that best reach your customers.

This is how you increase sales. Also, positively engaging with your audience is how you build brand strategy. The data you collect allows you to analyze your target customers (and their buying habits) to improve your marketing plan and make it more effective.

Benefits of Marketing Management

The significance of marketing can be further highlighted by its various benefits listed below:

1. Marketing Widens the Market:
2. Marketing Facilitates Interactions in the Ownership and Proprietorship of Goods and Services:
3. Marketing Benefits in Optimal Utilization of Resources
4. Marketing Accelerates Other Activities.
5. Marketing Increases the National Revenue.
6. Marketing Raises the Standard of Living:
7. Marketing Provides Gainful Employment Opportunities:
8. Marketing Stabilizes the Economic Conditions:
9. Marketing Acts as a Root for Making Decisions:
10. Marketing Offers Maximum Satisfaction of Human Wants:

Advantages of Marketing Management

• Adequately researched and targeted marketing will bring in new and returning customers.
• Feedback from current and former customers can indicate areas for improvement.
• Increase brand awareness
• Allows for a more personal relationship between the business and the customer.
• Increase in market share

Disadvantages of Marketing Management

• Marketing can be expensive and reduce profits, especially for small businesses
• It isn’t easy to accurately estimate the cost-benefit of a marketing campaign.
• Not all campaigns are successful because they were not carefully researched and planned.
• Businesses may need additional staff to assist with advertising.
• The cost of branded items used for advertising reduces profit margins.
• Additional staff may be required for the time needed to keep the information updated on websites and social media.

Conclusion

In conclusion, marketing is the viewpoint that every company must analyze their customers’ needs and make good decisions to meet their needs.

Marketing management is the extensive process of planning, organizing, monitoring, and executing your marketing programs, policies, and strategies to achieve your business goals. In addition, it helps generate higher profits by effectively attracting more potential consumers to your base.

Marketing management is planning, organizing, controlling, and implementing marketing programs, policies, strategies, and ideas to create and satisfy the demand for a business product or service offerings to produce an acceptable profit.