Marketing Management

MARKETING MANAGEMENT

By: HERRERA JORGE PRIETO ELIECER

A business should know first of all, its purpose and it must be in the society they will have influence or provide a service. But for that we need to create customer-buyers of the product or service derived from the particular purpose.

The basic purpose of companies is to achieve total customer satisfaction, which is given by the comparison he makes between the level of benefits received after the purchase and use and the level of expected benefits before purchase.

When the client is completely happy has a greater loyalty to the company and its satisfactions, and it becomes the primary means of advertising communication.

The market-oriented firms have two great passions: the customer and the competition are analyzed by means of market intelligence to be disseminated by means of communicative intelligence and then improved through market research to respond immediately to the consumer changes.

Corporate strategies:

Corporate strategies and decisions of senior management to provide long term guidance to companies regarding their markets, products, services and unmet needs of customers, making a profit. Ie identify the different businesses in which a company must be on the market.

Corporate strategy must take into account the challenges and opportunities of the environment, resources, capabilities and objectives of the company in relation to market analysis.

Corporate marketing planning involves two important aspects: corporate strategy which sets out the market to serve and the types of products and services to offer and the strategy of the product mix that provides the kind of contribution of each product to the overall corporate image and the relative share of resources allocated by the company for each product or product line and services.

Corporate strategies have three main approaches: 1.Crecimiento current markets (Market penetration, product development and vertical integration) 2. New Markets Growth (market development, market expansion and diversification) and 3.Consolidación: retrenchment, disposal and recall.

The strategy of the product mix helps management prioritize marketing using three basic concepts: 1. model portfolio, 2. the product life cycle and positioning.



DE

DE



Growth of

Markets

Growth of Life

New





The product portfolio models allow the company to ensure long-term profits and cash flow for each product.

The product life cycle serves to identify the trend of sales in existing products and new products, given the changing nature of competition, costs and market opportunities over time.

The marketing manager when analyzing the situation, ie when identifying problems and opportunities for your company, you should consider: market analysis, target market, competitive advantage, market measurement and analysis of profitability and productivity.

The analysis of the situation allows the marketing manager to locate the product goals, markets, competitors, factors in the buying process, segments of the market, industry sales, sales of the company and the incidence of costs and prices on the profitability and productivity of the organization.

Market analysis:

The market analysis contains the following steps: defining the relevant market, analysis of the primary demand for that market, selective demand analysis, market segmentation, competitive assessment and identification of potential target markets.

The relevant market is the set of products and services within the overall product market that are important to the company. For this, the marketing manager has two elements of analysis: l. The relevant market structure and 2. the limits within that market, which allow you to establish market share, which is the percentage that our company has within the overall market. The definition of the relevant market should be defined according to type of product, customer segment and time.

The marketing manager must decide whether to influence the demand for brands on the market (brand competition) influence the shape of demand for products on the market (competition in a product) or whether it will influence the demand for its own kind of product on the market (competition in the product class). This should be clear about the generic needs (eg education), type of product or service (eg education) and how the product or service (eg face or distance).

The primary demand analysis, demand for the product or class is the relevant market, the marketing manager has to establish the profile of buyers, purchase influencers, issues handled by the theories of behavior and psychology consumer.

The marketing manager once the primary demand is dedicated to studying the process by which buyers are inclined to certain specific brands or substitutes in the relevant market and demand determine selective.

Market segmentation is the process of dividing the market into groups with similar characteristics and uniform responses to the presence of a product or service in a market, for which the marketing manager must set the profile segments, evaluate and select the segment segmentation strategy more properly to its products and services.

The competency assessment is the process by which we analyze all the actions of our competitors in the market in relation to the relevant market and our products and services portfolio.

The identification of potential target markets is the final phase after having collected information to make the decision to select specific markets where the strategies and marketing programs of the company.

The goal of the target market is to position a brand within the product market has a competitive advantage by providing important and unique attributes to the consumer, and generates profits for the company.

Marketing management must know the size and rate of growth of the markets where the company has influence or want to influence and for that you must use an estimate of market demand, ie the market should be measured.

The main types of market measures are real or actual sales, sales forecasts and market potential.

The actual sales or refer to the current demand for the company or the amount of sales of a product or service compared to industry sales or sales of all other companies in the market.

Sales forecasts refer to two levels: the industry and the company's space in a given period for a defined market. The basic methods of forecasting are time series models, regression models and methods of approach.

The market potential is the maximum demand of sales of a product that all vendors can take a moment or in the future.

The total market potential or absolute is an estimate of the maximum potential demand based on two factors: the number of potential users and the rate of purchase and used to evaluate market opportunities, determining sales quotas and targets and the number of point retail sales.

The relative market potential is the percentage distribution of total market potential or absolute between different portions of a market and used to assign the costs of advertising, sales in the territories and the location of facilities.

The marketing manager is generally concerned with the growth of sales or market share, but it is important who cares to know the cost to be sacrificed to achieve a specific sale or to obtain a target market share .

Performance Analysis:

The analysis of profitability of a product requires a comparison of variable costs, those that vary in relation to sales volume, sales commissions, materials, labor, etc., against direct fixed costs: assigned to a specific product indirect and overhead costs, not charged to a specific product but to everyone.

For a manufacturer's costs are generally fixed and variable, ie the sold units are assigned a portion of fixed costs and a portion of variable costs. For a retailer, the cost is variable because it takes into account the wreck of purchase buying for sale.

The marketing manager must assess the cost-volume-profit. The effects of economies of scale capacity or allow the use of intensely devoted to a product installations and reduce production costs due to higher volume production and also through the effect of the experience curve due to lower labor costs work and materials means lower variable costs in particular.

Productivity analysis is the process of calculating the impact it will have on sales by price changes or marketing costs, given by the relations of the sales response functions and the elasticity of demand.

The methods used in the analysis of productivity are: analysis of historical relationships, analysis of competitive parity, the market experiment and the standard of the people in the company as dealers, distributors, advertisers or external consultants based on knowledge and market experience.

Now, the marketing manager with the goal of each product set in the marketing plan is available to develop the marketing strategy, which is a chart of what you want to do business in relation to the demand for a product or service in a target market, translated into marketing programs with emphasis on product, price, promotion and distribution.

The company then you can have an impact on primary demand, first of all by increasing the number of users by increasing the willingness and ability to purchase, and second by increasing the rate of purchase through other uses of product promotion, encouraging higher levels consumption and replacement by redesigning the product, or impinge on selective demand, first of all retaining existing customers preference for profit making, improved procurement processes and customer loyalty, and attracting new customers by positioning equaled or differentiated.



PRIETO JORGE HERRERA ELIECER

Business Manager-Corporate Trainer. jorpri22@hotmail.com