Marketing management efforts

Marketing management usually represents all managerial efforts and functions that operate the marketing concept not only in letter but also in spirit. Marketing concept demands customer oriented marketing plans, programmes and policies, so that the marketer can assure perfect positive correlation between the supplies, i.e., market offering and the demand i.e., bundle of customer desires and expectations. The survival and growth of any business depends upon profitability and when a marketing manager becomes a good practitioner of the marketing concept, profitability and growth are duly assured.

The management cycle is made up of planning effective implementation evaluation and control feedback replanning, marketing management is thus an ongoing process under a dynamic marketing environment. Marketing management would be influenced by: 1. The forces operating in the marketing system, and 2. The philosophy and objectives of the organization. At present the philosophy and objective of the organizations are reflected in the broadened marketing concept, i.e., societal marketing concept, wherein we have socially responsible marketing.

As an agency of demand management, marketing management is in change of regulating the level, timing and character of market demand in such a manner that the enterprise will be enabled to achieve its objectives, viz., productivity, customer and social satisfaction.

Marketing management represents an important functional area of business management efforts for the flow of goods and services from the producers to the consumers. It looks after the marketing system of the enterprise. It has to plan and develop the product on the basis of known consumer demand. It has to build up an appropriate marketing plan or marketing mix to fulfill the set of goals in the business. It has to formulate sound marketing policies and programmes. It looks after their implementation and control. In essence, the marketer is a manager of customer demand in a changing business world.

Marketing management has to implement marketing strategies, programmes and campaigns. Finally it must evaluate the effectiveness on the part of marketing mix and introduce necessary modifications to remove discrepancies in the actual execution of plans, policies, strategies, procedures, and programmes.

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