Know-How Exchange : Student Questions

from just down the list of questions:

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

- Steve

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)

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!!

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.

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