Marketing Management

Marketing is the procedure used to control what products or services may be of interest to clients and the plan to use in sales, communications and business development (Kotler et al. 1996). The American Association of Marketing define marketing management as the procedure of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services in demand to create, exchange and satisfy individual and organizational objectives (Grönroos, 1989).


Marketing Management Notes

Nature and Scope of Marketing: Marketing is an ancient art & is everywhere. Formally or informally, people & organizations engage in a vast number of activities that could be called marketing. Good marketing has become an increasingly vital ingredient for business success. It is embedded in everything we... read more

marketing management

January 08, 2018

The various stages in New Product Development are: Generating New Product Ideas Idea Screening Concept Testing Business or Market Analysis Estimating the Demand for New Product Actual Development of the Product Market Test Test Marketing Commercialization.  ... read more

marketing management

January 03, 2018

Developing new products or modifying existing products so they appear new, and offering those products to current or new markets is the definition of product development strategy. There is nothing simple about the process. It requires keen attention to competitors and customer needs now and in the future, the ability to ... read more

marketing management

January 03, 2018

Product Life Cycle: The period over which a product is developed, brought to market and eventually removed from the market. First, the idea for a product undergoes research and development. If the idea is determined to be feasible and potentially profitable, the product will be produced, marketed and rolled out. Assu... read more

marketing management

January 03, 2018

The various channel management problems in rural marketing are; Multiple tiers, Higher Cost and Administration Problems: The distribution chain in the rural context requires many tiers as compared to the urban context. In the rural context, at the minimum level the chain needs the village shopkeeper, the wholesal... read more

marketing management

January 03, 2018

Though rural markets are a huge attraction to marketers, it is not easy to enter the market and take a sizeable share of the market, in the short time due to the following reasons. Low Literacy There are not enough opportunities for education in rural areas. The literacy level is as low (36%) when compared to all... read more

marketing management

January 03, 2018

Purpose of marketing environment analysis:  To know where the environment is leading, to observe & size up the relevant events & trends in the environment.  Strategic response to environment is possible only with proper environment analysis. To assess the scope of various opportuniti... read more

marketing management

January 03, 2018

The several fundamental concepts are:Selling Concepts:This concept attentions on aggressively promoting & pushing its products, it cannot expect its products to get picked up automatically by the customer. The purpose is essentially to sell more stuff to more people, to make more profits.  E.g. Coca Cola  ... read more

marketing management

May 17, 2017

Marketing strategies might differ depending on the unique condition of the individual business. However, there are numerous ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: Strategies based on market dominance:In this scheme, companies or firms ... read more

marketing management

May 17, 2017

Marketing strategies help the fundamental underpinning of marketing plans designed and planned to fill market needs and reach marketing aims and objectives. Plans and objectives are usually tested for measurable outcomes. Normally, marketing strategies are developed as multiyear plans, with a strategic plan detailing sp... read more

marketing management

May 17, 2017

In marketing, a customer value proposition (CVP) involves sum of benefits which a vendor or seller promises a customer will receive in return for the customer’s associated payment (or other value-transfer). A customer value proposition is a business or marketing statement that defines why a customer should buy a pr... read more

marketing management

May 17, 2017

COMPANY OVERVIEW:The journey of Shan’s remarkable success starts from 1981, when the dream of one man became a reality. A visionary entrepreneur, an avowed humanist and a committed philanthropist, Mr. Sikander Sultan, CEO Shan Foods (Pvt.) Ltd, helped pave the way to success by pioneering in the spice business. It was... read more

marketing management

February 02, 2017

Marketing is truly old antique art. The marketing activity significantly or without significantly is being in practice by the all human being, first marketing deal can be perhaps accredited to Adam and Eve. Its arrival as a management discipline is of comparatively recent origin. Marketing concept within this comparativ... read more

marketing management

January 22, 2017

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