Marketing Management: Definition, Concepts, Functions, and Objectives

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What is marketing management? Definition of Marketing Management is a series of processes of analysis, planning, implementation, and supervision and control of a marketing activity where the goal is to achieve the target company effectively and efficiently.

Can also be interpreted as a tool for analysis, planning, implementation and control of a program within a company that has been designed to create, build and also maintain exchange in order to provide benefits. This advantage will later be used as a way to achieve the main goals of a business or company.

On the Indonesian Wikipedia site, the notion of marketing management is the process of establishing marketing goals within the organization. This includes all of its activities on how to fulfill these objectives while measuring progress has reached which level by considering market opportunities and internal resources.

Management actors (read: Understanding Management) in the field of marketing is a marketing manager who will study the structure of financing, sources of benefits, resources and competencies. Another thing that marketing managers don’t miss is product differentiation and competitive position, the level of vertical integration, the response history of industrial developments and other factors that are still related to competitors.

Some experts in the field of marketing explain what is meant by marketing management, including:

According to Philip Kotler, marketing management is the process of analyzing, planning, implementing, and monitoring programs aimed at generating exchange with the intended market with the aim of achieving company goals.

According to Dharmmesta and Handoko, the notion of marketing management is one of the main activities carried out by the company to maintain the continuity of the company, develop and benefit from exchange activities. Long before goods are produced, the marketing process has been carried out and does not end in sales.

In addition to sales, these marketing activities must also provide satisfaction to consumers. This must be done by all companies so that their business continues and consumers have a good view of the company.

According to William J. Stanton, the notion of marketing management is a system of overall business activities aimed at planning, pricing, promotion, and distribution of goods / services that can satisfy consumers.

According to Sofjan Assauri, the definition of marketing management is the activity of analysis, planning, implementation, and control of various programs prepared in the formation, development, and maintenance of profits resulting from transactions / exchanges through market objectives to achieve company goals in the long term.

According to Basu Swastha, the definition of marketing management is an overall system of various business activities aimed at planning, pricing, promoting, and distributing goods / services that can satisfy the needs of both existing buyers and potential buyers.

According to Buchori and Djaslim, the notion of marketing management is the process of planning and implementing conception, pricing, promotion and distribution of ideas, goods, and services, to produce exchanges that satisfy individuals and meet organizational goals.

According to Ben M. Eniy, the definition of marketing management is a process to improve the efficiency and effectiveness of marketing activities carried out by individuals or companies.

The concept of marketing management is defined as a business philosophy where satisfying the needs of consumers is an economic and social requirement for the survival of the company’s defense. The aim is to give satisfaction to what consumers want (Stanton, 1978).

Therefore every marketing activity in the company must be directed to that goal. There are 3 important elements including the marketing management concept, namely:

The best marketing concept is to make consumers the top priority. That is why in marketing strategies always prioritize consumers.

In marketing, consumers are usually considered king, and producers are servants who provide the king’s needs. Producer services are carried out by providing various attractive offers, ranging from the best products to customer service.

Dynamic arrangement as a form of overall marketing activities. All marketing activities, from strategy, implementation, analysis, supervision, and other activities related to marketing must be arranged in detail.

That way, the process of analysis and supervision of marketing results can be done well. This will ultimately make it easier to carry out evaluations and remedial actions on marketing activities.

The most important element in marketing is customer satisfaction. Consumer satisfaction is not only measured by the quality of the product, but also from how the marketing strategy is carried out.

A growing business or company must understand good marketing management, especially in this era of globalization where many competitors are competing to market their products even to various foreign countries. Through this article we will discuss marketing management functions and their role for the development of your business.

Companies must run marketing management and involve it as one of the important strategies to achieve goals. Marketing management has the following functions:

Here the exchange function in marketing management is divided into two main functions, namely the purchasing function and the sales function. Furthermore, the purchasing function means the role of marketing management functions as a reciprocal process of sales activities.

That way, a special strategy is needed, especially an understanding of activities that can attract consumers to buy. While the sales function is included in activities to bring together sellers and buyers that can be done directly or through intermediaries.

The physical function of marketing management is focused on the usefulness of time, location and form that needs to be considered in a product when a product will be transported, processed and stored up to the hands of consumers.

If it is not properly considered and planned, the company may experience a large loss due to handling non-standard products.

Marketing management also has a function as the provision of facilities because it will be related to all activities that are capable of launching marketing operations. The function of providing facilities includes all processes of collection, communication, sorting according to standards and financing.

In general there are 6 Marketing Management Objectives, including:

Sales can only occur if there is a request from consumers. To build the demand, various marketing efforts are needed to generate consumer interest and curiosity about goods.

It’s not enough just to get requests from consumers to reach the company’s targets. The next goal is to build customer satisfaction by understanding the needs / desires of consumers, and knowing how the product can meet those needs / wants.

The next marketing management goal is to get positive progress from the product marketshare. The market is like a cake, and every piece of cake is a picture of market share.

All companies expect an increase and expansion of market share or sales. Although sometimes only have a target to maintain the market share that has been obtained.

The final target of all companies is to make a profit. And each company sets a different nominal profit as a measure of its success.

Achieving the nominal profit is one of the objectives of marketing management. How companies can sell with optimal margin values ​​can produce maximum sales levels.

In addition to getting profits, the goal is to get the image in line with expectations. A good image of the product and company will have a positive effect on the company, both in terms of consumers, partners, investors, and labor.

Marketing is the spearhead of the company to achieve sales targets, satisfaction and profit targets. That is the reason why the continuity of the company is also part of marketing management goals.

Thus a review of the understanding of marketing management along with concepts, functions, and objectives in a company. A company cannot achieve its main goals without good and strategic management.

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