Marketing Management

Marketing management means advancing the marketing process effectively and efficiently. Refers to a mechanism to check and support the marketing process.


Marketing Management, the marketing management referred to as a system, consisting of the following three sub-systems.

① marketing plan and budget management
a marketing plan is desirably set as much as possible digitized specific targets, it is required to ensure consistency of short-term goals and medium- and long-term goals. In addition, if the numerical value is not feasible, the motivation of the members may be lowered, and it is necessary to be careful in the setting.

(2) Marketing information system
Marketing strategy needs to analyze and formulate various kinds of information such as market environment, competitive trend, sales situation. Therefore, there is a need to collect valid information quickly and reliably, and information systems are essential to marketing strategies.

3 marketing organization
In order for the above mechanism to operate smoothly, it is necessary to reflect the organization, mechanism, and evaluation to which the employee to be executed belongs in the marketing strategy.

Marketing management theory

Marketing Management

Kobayashi Satoshi

Lecture, half term, 2 credits

Target year: All year

[Class goals and themes]

An organization aims to survive and grow by providing goods and services to its customers and earning their compensation

It is a body. Therefore, how smoothly and effectively the provision of goods and services and the acquisition of their compensation,

Is the key to determining the success or failure of corporate activities. Marketing management focuses on the trading activities of this company.

It is the study that thinks about the way of the corporate action necessary to do it effectively.

In order to clarify this subject, the lecture is the root of what goods and services that companies provide

Starting from a social problem, product policy, how to determine prices, distribution of products, how to communicate with customers, etc.

The purpose is to understand the systematic understanding of the activities to be considered in order to facilitate activities and the theory underlying them.

The class consists of three major parts. The first part concerns the basic framework of marketing management.

The purpose is to understand the theoretical framework that forms the core of marketing established in the 1960s.

Ru. The second part is a historical consideration related to the establishment of marketing, and by discussing the background of the establishment and its contents,

The purpose is to deepen the understanding of the thinking that flows through And the third part is from the 1970s

In the context of the development of marketing research, we will deal with the issues that arise in response to emerging corporate issues.

And theoretically consider what kind of approach it takes.

The classes are focused on learning the basics of marketing, and even those who are new to marketing

It seems that you can understand the contents.

【Class planning】

The first: Positioning in company activity

The second: Framework of marketing management

The third: Case introduction

The fourth: Setting of a target market

The fifth: Product policy 1-PLC-

The sixth: Product policy 2-PPM-

The seventh: Price policy

The eighth: Communication policy

The ninth: Channel policy

The tenth: The history of marketing study 1

The eleventh: The history of marketing study 2

The twelfth: Social-oriented marketing

The 13th: Marketing of service goods

The 14th: Strategic marketing

The 15th: Summary

[Evaluation method and evaluation criteria]

Apply a dissertation exam at the end of the semester. It is natural to understand the class content, but also emphasize free ideas and logical development of the students

Do.

[Text or reference book]

Although the text is not specified in particular, the following is given as a reference book as it relates to the whole class.
・ Miki Numakami "Easy-to-understand marketing strategy [new edition]"
・ Mitsuo Wada ・ Naoto Enzo ・ Toshihiko Miura "Marketing Strategy [4th Edition]" Arisukaku
・ Horikoshi Hiroshi ed., "Composition of strategic marketing" Dobunshi publication

مشاوره مدیریت و آموزش مدیریتشرح خدمات تیم مشاوران مدیریت ایران

What is a Marketing Management Process?
The marketing management process is one of the process systems for thinking and practicing the marketing strategy advocated by Kotler. By integrating and analyzing the flow of research analysis, market segmentation, and selection (STP), marketing mix (4P), and marketing execution and evaluation, we design what to deliver to whom.

Survey analysis
The first step is to investigate and analyze the current situation. We investigate not the only market environment but also macro environment, in-house environment, and competitive environment. Typical examples are PEST analysis, VRIO analysis, five-force analysis, 3C analysis, SWOT analysis, etc.

Market segmentation and selection (STP)
Based on the results of the survey analysis, select and position the market in which your company operates. This flow consists of three steps: segmentation, targeting, and positioning, and is known as the "STP" framework.

Segmentation
Segment and divide the market. This "segmenting the market" is called "segmentation". The division point may be the needs of the customer, attributes, or stages of the purchasing process.

Targeting
From among the divided segments, select the segment in which your company operates. Basically, we select segments that can demonstrate our competitive advantage.

Positioning
Consider the position of your product / service within the selected segment. It is important for customers to think about what products and services they want to deploy in their relationships with other companies, with an awareness of differentiation.

We will introduce STP separately in the following article, so if you want to know more details, please check it together.

Related article : Framework STP that holds down the basic elements of marketing

The marketing mix (4P)
When designing concrete marketing content to reach customers, there are four items: product, price, distribution, and sales promotion. These four elements are collectively referred to as "4P", and designing and implementing marketing elements while combining them is called "marketing mix".

Product: Product
Think about what kind of product to make. We will consider how to meet the needs of our target customers and how to solve the problems we have and then put them into our products.

Price: Price
Think about what price the product offers. In addition to factors such as how much you want to set the price of a product, whether it is over-purchased or continuous charging, we will also consider how to make a contract and how to pay.

Place: Distribution
Think about the path of the product to reach the customer. Consider the flow from development to customer's hands (value experience), such as the location and location of the store, wire design in the store, and whether it can be purchased on the Web.

Promotion: Promotion
Think about how to promote your ad, how it's deployed, and what kind of sales.

Marketing Execution and Evaluation
We design and visualize the purpose, goal setting and action plan of strategy, and do marketing actually. We will measure and evaluate the execution results and repeat improvement to achieve higher results.

in conclusion
Or more, and marketing know marketing want to management process when you think about was about. It is important to be able to answer the following questions, looking back at the content of this time.

<Review of the point you want to think>
What kind of environment is the market now?
Competitive environment, where are your strengths
How can we split the market
Which market do you want to target
What position do you aim for in that market?
What products and services do you deploy?
What kind of pricing to set
How to deliver products and services
How to spread it to the world
How to measure the status and results of activities
How to make an evaluation improvement
I would like you to think about these questions one by one. This time, the theme was Kotler's marketing management process, but there are many other factors that you want to know when thinking about marketing.

When incorporating elements that have emerged this time into your company's efforts, I would like you to customize and add any elements that you feel are lacking. The inspirational department wants to continue distributing marketing information.

Thank you for reading so far today. Check out the following articles related to marketing if you like. As mentioned in the online journal February 2011 issue "Marketing Oriented Profiling (MOP)", the words left behind by the PF Drucker are:
-The purpose of the company is "customer creation"-therefore it
has two basic functions-
"marketing" and "innovation"
-marketing is "to ask what customers want to buy"
・ Innovation means “create new customer satisfaction”

1. Drucker's marketing
 Drucker has stated marketing as a philosophical idea of ​​"a tool, a function, and an organization for making an organization achieve a result", then "the purpose of marketing is to understand the customer well and the product It is defined as "to fit perfectly with the customer and make it sell alone." The clog is that "to know the needs of customers" and "to build a system that can be sold by oneself" is marketing. Among the "modern management" (Diamond Co., Ltd. in more than 50 years) 50 years ago, we have already set the basic position of marketing in management.
However, simply dealing with the needs of the customer means that the company can only establish the relationship between the customer and the product and take a margin from it, so it can not stand up as a business. Therefore, "innovation" is required. In addition to responding to customer needs, you have to discover and create new value for yourself.
 Thus, balancing marketing and innovation is a key management issue. Therefore, marketing does not exist independently in corporate activities, but is a part of management activities. Above all, it is one of the two management wheels combined with innovation. Drucker's point is very important how to position marketing in the big framework of management.
 From the perspective of the management option that carries the corporate purpose of “customer creation,” we need to consider the following three. (
 1
) Marketing Management (Marketing Management): Market Strategy (
 2 ) Innovation Management
(Innovation Management): Product Strategy (
 3
) Program Management (Corporate Management):
 Market Strategy Based on marketing strategy in marketing management and product strategy in innovation management It is nothing less than program management as a corporate strategy to maximize the potential of technology.

2. Kotler's Marketing Management
 I think I've looked in more detail at this first function, "Marketing Management."
 Philip Kotler, a leader in marketing theory at the same age as Drucker, defines marketing as:
“The process of planning and implementing ideas, goods and services, pricing, promotion, and distribution to create exchanges that meet the goals of individuals and organizations.” What value If we can meet the needs of the target market, we will create its value, deliver it to customers, and make a profit from it, ”and defined marketing more specifically and functionally than Drucker.
 Under this definition, Kotler presents the following three concepts to explain the marketing manager responsible for the market strategy.
① as a strategy "target marketing
(TM: Target Marketing)",
as ② tactics "marketing mix
(MM: Marketing Mix)",
as ③ strategy "promotional mix
(PM: Promotion Mix)"

2.1 target marketing
 selfish, mono There was a time when it was possible to sell it. During that time, methods were taken to provide products and services to the entire market. This is called "mass marketing". However, as markets mature and preferences diversify, it has become extremely difficult to develop products and services for the entire market. That's where "target marketing" came into play. It is a process of building a marketing "strategy".
 Targeted marketing first identifies groups with common needs in the market. This division of the market into several large groups is called 'Segmentation'. Then, for some of the segments (groups) that have become clear, we will consider the volume and strength of the company, and select the particularly advantageous segment for the company. In this way, the task of defining segments that can and can demonstrate their strengths is called “targeting”. Next, we will consider the position of products and services that “fit the customer” with this narrowed target. This is "Positioning". This can be said to be a positioning task to get your company's value higher than the competition. The above is what is called "STP (segmentation/targeting/ positioning) model", which is the cornerstone of target marketing.

2.2 Marketing Mix A
 the marketing mix is ​​a combination of marketing tools that companies use to achieve marketing objectives in the target market (Kottler).
The basic steps of marketing are to conduct an investigation first and to reveal STP with targeted marketing. At the end of that work, you will find a rough sketch of the target market, and what products and services to take advantage of that market. These correspond to so-called marketing 'strategies'. Marketing tactics will be essential to materialize this strategy. This tactic is the "marketing tool" in the marketing mix. In other words, “a combination of tactics to specifically capture the target market”, this is a marketing mix.

One tool in this marketing mix is ​​"4P."

1Product (Product): Product (tangible goods) and services (Intangible goods) put into the market
 2Price (Price): What a customer pays for the product or service
 3Distribution (Place): Product or service
 Promotion to reach the customer 4 Promotion (Promotion): To raise awareness and promote purchasing With
 these four tools in combination, we build marketing tactics and put them into action projects.
 Furthermore, this "4P" takes a position to look at the target market and customers from the company. On the other hand, the importance of "4C" has been advocated recently.
 (1) Customer solution: solving customer's problems
 (2) Customer cost: cost for the customer
 3 Convenience (convenience): convenience for customers to obtain value
 4 Communication (communication): relationship with the company from the customer side
 The basics of the marketing mix is ​​“4P”, but details Don't ignore the market or customer point of view, or "4C", when building a good tactic. It is important to think of the marketing mix based on the "4C" concept. In this way, the market and the customer are required to ask questions about marketing tactics.

2.3 Promotional Mix
 Promotional terms may be used in some cases, such as "promotional policy", but in short it refers to any activity that promotes product or service awareness and promotes customer purchases. It corresponds to the so-called "marketing strategy". When it comes to marketing, many people tend to focus on this promotion, but firstly identify the market/customer with "targeted marketing" as a strategy, and then attractive products, prices, and sales channels with a "marketing mix" as a tactic. Finally, we should discuss specific promotional activities in the “promotion mix” as a strategy.
As broadly divided into "4P" as a marketing mix option, "4 classification" exists as an option in the promotion mix. That is, it is four of "Ad (Ad: Advertisement)", "Publicity (PR: Public Relations)", "Personal Sales (PS: Personal Selling)" and "Sales Promotion (SP: Sales Promotion)".
Both activities are part of the marketing mix and they do not exist independently. Acts as an element of promotion, on an overall balance.

2.4 Marketing system
 Cotler is based on the basic procedure of marketing: 1 Research, 2 Segmentation / Targeting / Positioning, 3 Marketing Mix, 4 Implementation, 5 Management Control) is proposed as “R → STP → MM → I → C” model.
Based on this model of Kotler, the marketing system is organized as shown on the right.
 First of all, it is an investigation. Research is literally market research and is the task of exploring market opportunities. The blockage is a translation (Profiling) to extract the purpose and target for establishing a market strategy. As the method, there are problem extraction method and the ideal method. Problem extraction is a way to explore market opportunities by exploring the frustrations and opportunities for improvement in the market. The ideal method is a method of considering the ideal products and services in the market and considering opportunities from the gap with reality. This corresponds to “AsIs / ToBe ” analysis in P2M (Project & Program Management). Through this work, the company domain, Vision & Mission, and the scenario will be launched.
As the word "to try to enter the market without researching is to try to enter the market without seeing it" (Kottler), first of all, research (profiling) is necessary at the beginning of marketing. is. There is no marketing without this.

3. Summary In
 marketing management, we showed that there are various phases and various options. Management takes account of the trade-offs between those options and balances them. Therefore, it can be understood that individual business activities do not exist independently, but they are element functions to satisfy the basic purpose of the company “customer creation”. Ultimately, all corporate activities should be organically focused on creating customers.

(References)
1 "Cottler Marketing Management Millennium Edition" (Pearson Education, 2001)
2 "What Kotler taught me-marketing practiced by a female college student band-" (Kei Nishiuchi, Jun Fukuyoshi, Paru Publishing)

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Topic revision: r2 - 12 May 2019, IranMCTConsulting
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