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What Is Marketing Management?
Posted By: strka055* on 9/1/2004 7:50 PM (CST) 250 Points
I would like to know people's opiinion to whether they believe marketing management requires more than just the application of the 4P's (Product, price, promotion and place?) And if so what else does successful marketing management require?

Posted by: SteveByrneBranding Accepted Answer
9/1/2004 8:08 PM (CST)
from just down the list of questions:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=2998
good luck,

- Steve
 
Posted by: SteveByrneBranding Member Response
9/1/2004 8:14 PM (CST)
strka055,

It is more than the 4P's. One way to think of Marketing management is as the implementation management of the marketing plan (of course marketing management also includes the planning process). Here's a link to a marketing planning article.

http://www.marketingprofs.com/3/mazzara1.asp
 
Posted by: jason.koulouras* Accepted Answer
9/1/2004 9:16 PM (CST)
Although not directly related this link will provide some profile information:

Profile of product marketing

http://www.productmarketing.com/topics/03/survey/pmm.htm

Here is a potentially more useful link (look to the middle and then to the right under Effective Marketing Programs section)

http://www.pragmaticmarketing.com/upload/ppmchart.pdf

Cheers
Jason
 
Posted by: Deremiah *CPE Accepted Answer
9/1/2004 11:23 PM (CST)
straka055,

In my opinion it's very "Important" to understand the management of clients or customers. In this day and age of (PO, PW, PP & PQ) = Product Overload, Price Wars, Promotion Persistence & Place Quotients) we need to return to the philosophy of "KNOWING our Customer".

Claude Hopkins understood it and if you don't believe me check out www.claudehopkinsadvertising.com where I've combed through hundereds of ads and hours of campaigns that brought people amazing opportunity. And Thomas Edison remained committed to it all of his life after he realized he could not make a living unless he created something the consumer could use. He realized that creating a great product was not good enough. But he changed his strategy to creating a product a customer NEEDED. This is where we all need to start, right where he needed to start or else he would eventually go bankrupt. And so will we if we forget the lesson he learned from the school of hard knocks. Create something that's needed. Benjamin Franklin my favorite American creator of all times realized the genius of managing customers. And every one of his ideas are all worth millions. That's my opinion and it works for me and it's continuing to help me expand my need to be a servant to every client I come in contact with. More than anything I need to SERVE the Customers area of NEED. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: vikrant* Accepted Answer
9/2/2004 6:06 AM (CST)
Marketing management is not just application of 4P's

it goes beyond application of 4P's. marketing management involvs Marketing research, branding, channel management etc & gamut of activities under it.

it would be too naive of us to expect that marketing management means 4Ps.
 
Posted by: jstiles* Accepted Answer
9/2/2004 1:35 PM (CST)
My two cents.

While marketing itself may be generally summarized by the application of the 4 Ps, this provides just a basic overview of the various components of the field. As has been mentioned, there is much more detail to marketing.

At its core, Marketing management involves the oversight and allocation of available resources to conduct marketing activities.

Best of luck!
 
Posted by: Mushfique Manzoor Accepted Answer
9/5/2004 7:30 AM (CST)
Hi there

According to Kotler, Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value.

the 4Ps of Marketing Management are from sellers point of view, there is a corresponding buyers 4Cs according to Robert Lauterborn.

Product Consumer Solution
Price Consumer Cost
Place Convenience
Promotion Communication

hope this helps.

cheers!!
 
Posted by: Nu Wave* Accepted Answer
9/7/2004 12:44 AM (CST)
Hi,

Marketing Management is such a broad term to define. Marketing is more than just the traditional 4P's mix. Marketing Management is the management of the entire marketing elements. The marketing elements are advertising, branding, positioning, research, communication, etc.
 
Posted by: telemoxie Accepted Answer
9/14/2004 7:45 AM (CST)
I would suggest that the 4P's as well as most of the answers above seem to me to have a focus which is largely external to the organization... I would say that inter-department communications, teamwork, knowledge management, access to corporate resources, and other INTERNAL issues are highly important to success in marketing, and therefore are a key element of Marketing Management.
 
Posted by: norquest* Accepted Answer
9/20/2004 2:58 AM (CST)
Oh yes, there's a lot more involved than the 4Ps.

Marketing management is the process of understanding what your customer requires and then managing all the variables required to deliver a solution in the most efficient and satisfactory manner.

Sure hope this answers your question.

Read Philip Kotler. In my humble opinion he wrote the definitive book on the subject.
 
Posted by: ASVP/ChrisB Accepted Answer
9/24/2004 10:33 PM (CST)
Sucessful Marketing Management involves total commitment to the rigorous pursuit of maximising the value to the company of every prospective or existing customer.

It means making sure everyone in the (whole business, including the sales and) marketing team shares the vision of creating and communicating a clear value proposition, acheiving the targeted positioning in the customers (segments) minds, and pursuing a relentless quest for passion, service, quality and value.

It's not just about good marketing.

And it's not just about good management.

It's about a whole complex raft of interlinked work ethics, skills and decision-making capabilities that form the elusive, "Emotional Intelligence" that becomes known as "good business acumen".

Hope this helps.

chrisB
 
Posted by: W.M.M.A. Accepted Answer
9/24/2004 10:40 PM (CST)
Who in here would like to try an experiment?
I'm thinking about asking teams of two...any damn two of you. To go out in your areas of incluence, set up a table on a busy corner and WRITE - DOESN'T MATTER WHAT YOU WRITE...A RADIO AD COSTS TEN BUCKS; A TV AD COSTS TWENTY FIVE BUCKS. TO WRITE A SWEET CARD FOR THE GIRL FRIEND TEN PUCKS. i PROPOSE WE JUST SIT DOWNTOWN FOR A BOTU 4 HOURS AND SEE WHAT WE COME UP WITH. PUT IT UP ON A FORUM AND LET THE FORUM VOTE ON THE BEST OF THE BEST FROM VARIOUS AREAS AROUND THE WORLD...COULD BE FUN...LET THE LOCAL TV FOLKS KNOW ABOUT US.

THE TOP PRIZE WINNERS WILL WIN POINTS...BIG POINTS.

WHAT DO YOU THINK VAL....ISN'T THIS CREATIVE ENOGH TO WARRANT AN EXPERIMENT OUT IN PUBLIC..

IF THAT DOESN'T WORK, WE CAN TIE UP THE PLASTIC BAGS FROM THE CLEARNERS IN KNOTS AND LIGHT THE BOTTOM AND JUST WATCH THEM FOR A WHILE.

IT'S UP TO THE GROUP.

WMMA
 
Posted by: W.M.M.A. Member Response
9/25/2004 12:19 AM (CST)
Read Leapfrogging the Competition by Dr. Oren Harari University of San Francisco ...Unique vision, very well pressented. HE may be a genius. Tru him...we have and were totally blown away. He working with the global 50 and he still has time for us little guys.
A truly brilliant man. If you can hear him speak....do it do it do it.
 
Posted by: jose04 Accepted Answer
9/25/2004 4:42 AM (CST)
Hello strka055

Apart from the 4p's there are the forces of intention from the seller/s which means well for the consumer. THe product/service is not dumped on the consumers head and the seller scooting away. No way. True marketing starts after the first intent of the consumer to buy and continues to help/enable consumers to have a working/satisfying relationship with the seller. Differentiating a consumer and a customer is important too. Marketing management is more firm or organisation based approaches to selling their goods/services to their customers and thereby generate profits. Profits follow customer satisfaction. Such satisfactions emerge if the intent to provide them is an important part of the mission for which the firm stands for.

Hope these thoughts help!!
 
Posted by: Sharon Moderator Response
9/25/2004 6:31 PM (CST)
Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

Thanks for participating!
 


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