In essence the marketing manager is the demand

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generating an acceptable profit. In essence, the marketing manager is the “demand manager” of the firm. PHILOSOPHY OF MARKETING Progressive business firms have adopted a “marketing concept philosophy” which guides marketing managers in fulfilling their responsibilities. Briefly defined, the marketing concept says that a company will prosper only as long as it gives consumers products that satisfy their needs and wants at prices they are willing to pay at a profit to the company. The key elements of marketing concept are: 5
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1. Customer satisfaction . A thorough understanding of the consumer’s needs and wants become the focal point of all marketing action, especially product planning and development. 2. Integrated effort . The firm’s primary emphasis must be in integrating the marketing functions with those of R&D, production, finance, and so forth. 3. Profitability . The primary goal of the firm should be profits, sales volume should be a proxy measure for satisfactory marketing performance in the short run. 4. Viability . The company and its long run survival and growth are paramount since this is to promote consumer loyalty. MARKETING MANAGEMENT Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International Marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture , and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product From this perspect, it consists of 5 steps, beginning with the market & environment research. After fixing the targets and setting the strategies, they will be realized by the marketing mix in 6
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step 4. The last step in the process is the marketing controlling. Marketing management strategy and design effective, cost-efficient implementation programs, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning . MARKET ANALYSIS Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context.
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