Q-1 Meaning of 'Marketing Management'

The term 'marketing management' is comprised of two different words, 'marketing' and
'management'.
The meaning of 'marketing' refers to the procedure of distribution of goods or products
from the producers to the final consumers.
The 'management' is ordinarily the decision-taking and control upon human activities
method by which the pre-determined objectives could be achieved.
Definition and Meaning
According to American Marketing Association, "Marketing is an organizational
function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization
and its stakeholders."
According to Philip Kotler, "Marketing Management is the analysis, planning,
implementation and control of programmers designed to bring about desired exchanges
with target audiences for the purpose of personal and of mutual gain. It relies heavily on
the adoption and coordination of product, price, promotion and place for achieving
responses.".
Marketing management is a business process, to manage marketing activities in profit
seeking and nonprofit organizations at different levels of management. Marketing
management decisions are based on strong knowledge of marketing functions and clear
understanding and application of supervisory and managerial techniques.
The types of Demand
Negative demand: - This occurs when a major part of the market dislikes the product and
may even pay a price to avoid it. The marketing task is to analyze the reasons for this dislike
and to find out whether a marketing program consisting of product redesign, lower prices,
and more positive promotion could change the customer belief and attitude.
No demand:- Here the target market may be uninterested or indifferent to the product. For
example, a young couple may not be interested in adopting family planning. The marketing
task is to find ways to connect the benefits of the product with the persons, natural needs and
interests.
Latent demand:- Many consumers may share a strong need that cannot be satisfied by any
existing product. There is a strong latent demand for more-efficient vehicles .The marketing
task is to measure the size of the potential market and develop effective goods and services
that would satisfy the demand.
Falling demand:- Every organization, sooner or later, faces demand for one or more of its
product. The marketer must analyze the causes of market decline and determine whether
demand can be restimulated by finding new target markets, changing the product features or
developing more effective communication .The marketing task is to reverse the declining
demand through creative remarketing of the product.
Irregular demand: - Many organizations face demand that varies on a seasonal, daily, or
even hourly basis, causing problems of idle capacity or overworked capacity. Museums are
under visited during weekdays and overcrowded during weekends .Likewise, holiday resorts
are visited more frequently during summer and winter holidays and are idle in other seasons
.The marketing task, called synchrony marketing , is to find ways to alter the time pattern of
demand through flexible pricing , promotion and other incentives.
Full demand:- This is an ideal situation .Organizations face full demand when they are
satisfied with their volume of business. The marketing task is to maintain the current level of
demand in the face of changing consumer satisfaction to make sure it is doing a good job.
Overall demand:- Some organizations like Maruti Udyog face a demand level that is higher
than they can or want to handle The marketing task called de-marketing , requires finding
ways to reduce the demand temporarily or permanently .General marketing and reducing
promotion and service is one way of handling this situation .Selective de-marketing consists
of trying to reduce the demand coming from those parts of the market that are less profitable
or less in need of the service .De-marketing does not aim to destroy demand but only reduce
its level, temporarily or permanently .
Unwholesome demand:- Unwholesome products require organized efforts to discourage
their consumption .Campaigns have been conducted against cigarettes, alcohol, hard drugs,
etc. The marketing task is to help people give up the habit by using such tools as fear
communications, price hikes, and reduced availability .Among the non-profit organizations
using marketing concepts and principles are the police, the armed forces, educational
institutions and of late, even newly created nursing homes.
Education campaigns aimed at correcting the attitudes of people has been launched by the
Government through Print and Electronic media.
Holistic Marketing Concept
The holistic marketing concept is based on the development, design, and implementation
of marketing programs, processes, and activities that recognizes their breadth and
interdependencies. Holistic marketing recognizes that everything matters in marketing
and that a broad, integrated perspective is often necessary.
Holistic marketing is thus an approach that attempts to recognize and reconcile the scope
and complexities of marketing activities. The four broad components characterizing
holistic marketing are:
i. Relationship marketing,
ii. Integrated marketing,
iii. Internal marketing, and
iv. Social marketing.
Relationship Marketing:
Relationship Marketing aims at building mutually satisfying long term relationship with key
parties such as customers, supplies, distributors etc. with the ultimate outcome being the
building of marketing networks that consist of the company and its supporting stakeholders.
Since competition today is between marketing networks, and not companies, the marketing
thrust today therefore should be to build an effective network of relationships with key
stakeholders and the profits will follow. Advances in technology enhance information flow
and partnership.

Integrated Marketing:
Under integrated marketing, the marketers task is to devise marketing activities and assemble
fully integrated marketing programme to create, communicate and deliver value to customers,
hence the need to integrate all decisions on the value creating and enhancing marketing
activities. These tools are described as the marketing mix elements or the 4Ps.

Internal Marketing:
Internal marketing is the practice whereeveryone in the organization embraces appropriate
marketing orientation/culture. It requires the task of hiring, training and motivating able
employees who want to serve customers well. Internal marketing involves at one level, the
integration of marketing functions of sales and marketing and at another level, marketing
orientation must be embraced by other functions to think the customer.

The Societal Marketing Concept:
Social Marketing as a holistic form of marketing incorporates social responsibility
marketing and understanding broader concerns and the ethical, environmental, legal and
social contexts of marketing activities and programs. It involves a focus on the long run
interests of consumers and the society.
This concept holds that the organizations task is to determine the needs, wants and interests
of target markets and to deliver the desired satisfaction more effectively and efficiently than
competitors are, in a way that serves or enhances the consumer and the societys well-being.
This concept calls on marketers to build social and ethical considerations into their marketing
practices.
Social marketing employs principles and techniques to advance a social cause, idea or
behaviour. Whether social marketers are promoting ideas or social practices, their ultimate
goal is to alter behaviour. In order to accomplish this behaviour change, social marketers set
measurable objectives, research their target groups needs, and then target their products.