Marketing Management Overview

A philosophy that focuses on satisfying customer needs and wants while achieving organizational goals.

The process of planning, organizing, implementing, and controlling marketing activities to achieve organizational objectives.

The analysis of the internal and external factors that can affect an organization's marketing efforts.

Specific, measurable, achievable, relevant, and time-bound goals for marketing activities.

The process of identifying and targeting specific groups of customers who are most likely to be interested in your products or services.

Strategies for reaching your target market and achieving your marketing objectives.

A type of organizational structure where marketing activities are organized by function (e.g., advertising, sales, product management).

A type of organizational structure where marketing activities are organized by product (e.g., product A, product B).

A type of organizational structure where marketing activities are organized by geographical area (e.g., region A, region B).

A type of organizational structure where marketing activities are organized by customer segment (e.g., customer group A, customer group B).

A company should prioritize analyzing customer needs and meeting them effectively and efficiently to make a profit, while outperforming competitors in customer satisfaction.

A group of customers sharing similar needs that a company aims to serve.

The planned process of managing all marketing activities, including planning, organizing, implementing, and controlling.

Analyzing a company's internal strengths and weaknesses, along with external opportunities and threats within its operating environment.

The company with the largest market share in a particular market.

A company holding a smaller market share than the leader, aiming to challenge its position.

A company content with its existing share, following the strategies of leading brands.

A company focusing on catering to a single or a few small market segments with specialized products or services.

A company's marketing plan involves setting objectives, defining strategies to achieve them, and allocating resources.

A company's marketing strategy is heavily influenced by its position in the market, whether they are a leader, challenger, follower, or nicher.

Companies that aim to dominate the market, focusing on increasing customer base and market share. They often invest heavily in research and development, advertising, and distribution.

Companies that actively pursue a larger market share by challenging the market leader and other competitors. They use tactics like price competition or highlighting superior product features.

Companies that opt to imitate successful strategies of market leaders rather than directly competing. They often focus on efficiency and cost control.

Companies that specialize in serving specific customer segments or niches. They tailor their marketing mix to cater to the unique needs and preferences of their niche market.

A marketing structure where different marketing functions like advertising, sales, or product development are managed by dedicated managers. Teams within each function work separately.

A marketing structure built around specific product groups. A manager responsible for each product group oversees all marketing activities related to that product.

A marketing structure organized based on geographical regions. Regional managers oversee all marketing efforts in their designated areas. This ensures localized marketing strategies.

A marketing structure designed to manage customer relationships effectively. Each customer group has a dedicated relationship manager who focuses on their specific needs.

The process of turning marketing plans into practical actions. It involves coordinating resources, allocating budgets, and executing marketing campaigns.

The ongoing monitoring of marketing activities to ensure alignment with the original plan. It involves measuring results, analyzing performance, and adjusting strategies as needed.

Setting clear expectations for marketing performance, such as sales targets or brand awareness goals.

Tracking and measuring the actual results of your marketing efforts, using data like sales figures or website visits.

Comparing your actual marketing results to the predetermined standards to see if you're on track.

Examining any differences between planned performance and actual results, understanding the reasons behind them, and taking action to improve.

A marketing organizational structure where regional managers oversee marketing activities for specific geographic areas, and product managers specialize in specific product lines.

In a regional and product structure, product managers report to regional managers, who are then responsible for overall marketing within their region.

This structure allows for specialized marketing expertise in different products while also considering regional nuances and customer needs.

A structure focusing on specific regions, allowing for localized marketing strategies to cater to different customer needs and preferences.

The product management structure, which ensures a strong emphasis on individual product development and marketing strategies.

A structure that allows for a balance between product specialization and regional adaptation, potentially leading to more targeted marketing campaigns and better customer service.