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Topic: Student Questions
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What Is Marketing Management?
Posted by Anonymous on
9/1/2004 at 8:50 PM ET
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?
9/1/2004 at 9:08 PM
from just down the list of questions:
9/1/2004 at 9:14 PM
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.
9/2/2004 at 12:23 AM
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
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)
9/5/2004 at 8:30 AM
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
hope this helps.
9/14/2004 at 8:45 AM
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.
9/24/2004 at 11:33 PM
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.
9/24/2004 at 11:40 PM
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.
9/25/2004 at 1:19 AM
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.
9/25/2004 at 5:42 AM
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!!
9/25/2004 at 7:31 PM
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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