In our first marketing management forum, forum A, by online learning, DR Nabsiah has been giving this topic:
Discuss the importance of Marketing Management today.
my summary is:
1. Marketing in a company very important, it plays a strategic role in any business (Hermawan Kartajaya, 2008). Marketing Management deals with how to identify the needs and wants of the customers ( For example in forum A: youngsters for Levi’s products and green product customers). This distinction between needs and wants helps put into perspective the charge that "marketers create needs" or that " marketers make people want things they don't need." Neither marketers nor any other single social force can create needs deriving from the biological and emotional imperatives of human nature. On the other hand, marketers and many other social forces influence people's wants. Marketing Management deals with how to gains profit for the companies ( Example in forum A: Hume Cemboard Industries, Levi’s, coca – cola company). Marketing Management deals with how to get the competitive advantage, this is related with the competitor. The role of Marketing Management is to enhance business performance by strategies (customers based – strategy, companies based strategy and competitor based – strategy). The strategy includes segmentation, targeting and positioning (Hermawan Kartajaya, 2010). From forum A, I read that Marketing management is the art and science , in terms of art, it's something that abstract and unreadable or perceived differently from different point of view, ie, taste and needs of an individual will influence the marketing strategy of a company in selling their product. In term on science, as there are certain formulas, namely marketing strategy that will help in improving the feels or “chemistry” in selling or promoting the products during marketing management. The type and way of the advertisement will eventually determined by the Marketing Management. It is being governed by the mission, vision and strategy of the Marketing Management. Thus, Marketing Management is playing a very important role on distribute of resources on the marketing strategy to gain market share or to penetrate a new market.
2According to Hermawan Kartajaya (2010) that the role of marketing in setting up the tactic. The tactic consists of three elements: differentiations, marketing mix and selling (DMS). In Forum A, The marketing strategy by Levi’s. The marketing strategy is focus on the importance of the fitting of wearing the jeans. It create the awareness and product differentiation with other of the jeans products in the market by emphasizing the Levi’s focus on the fitting of the jeans when wearing. From this, the differentiation is one of tactic. Other tactic is the marketing mix (4Ps: Product, price, place, promotion – it will not be profitable if an organization only selling product without offering good or competitive pricing, not selling to products in a strategic place or to the correct consumers, and most importantly, do not “sell” their products by introducing to the market. Levi’s has a strong branding, this is also the role of Marketing Management to create brand and giving the service for value creation. According to Hermawan Kertajaya (2010) that brand, service and process is the elements in value creation.
3. From Forum A, found that Marketing Management cannot just by itself. Marketing manager have the responsibility to distribute resources such as man power, so that need to collaborate with HRD, for example locate more marketing personnel at the existing market place to lure new customers or to attract competitor customer so that able to increase the market share. Marketing Manager also working based on money, managing profitability, market share, and they should be wised on using money in their activities, by this they need to collaborate with Finance Department. Marketing Manager need to dealing with Production Department on the producing products, new product creation and correct products that would be able to meet the needs and taste of consumers to deliver value to the consumers. And last but not least, marketing managers also should have a wide networking for its role, and communication is important. The financial success of such brands have been depending on combined efforts of their financial strategies and their marketing efforts. One thing that's been common among all there brands is a high degree of Brand loyalty. They have managed to capture the share of heart and in turn share of customer’s wallet. Companies now understand that marketing plays an important roll in their overall success ,so now companies have CMOs (Chief Marketing Officer) along with CFOs and CEOs. They understand that if there are functions close to customers its ether Sales or Marketing. Sales become a direct interface among customs and products offered by companies, and Marketing is an indirect function between customer and the company.
4. Marketing functions are universal. No matter how simple or how complex the process is, all of the functions (buying, selling, transporting, storing, grading, financing, risk-taking and market information) of marketing must be performed. A farmer, for example, may permit a wholesalers to pick up his products at the farm, haul them into town, grade them according to recognized standards, carry the financial burden until they are sold and through this period, take the risk that they can be sold. It this job is complicated, one wholesaler may not be willing to handle all of these activities and two or more wholesalers may become involved. The important tact is that, even if the farmer were to do all of this himself, none of the functions would be bypassed. He would still have to grade to products to his own farm, store them until they were needed and transport them into town. During this time, he would have to finance his own activities and bear any risk of price fluctuations or quality deterioration. In eitherr situation, he would watch the news-paper or listen to the radio for market information on prices, supplies and weather conditions.
5. Marketing today has become a emotional research which helps understanding customer and consumers psychology so that products are developed based on these understanding. The marketing managers need to answer following questions:
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| Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management |
A successful Marketing team can carefully analyze customer needs and carefully monitor there competitors marketing moves. Remember a short term sales driven view does not work in business world today. The C-level managers, the CEO,CFO should communicate importance of marketing in an organization, how the marketing function plays a great role in organizations success.
References:
Kartajaya, Hermawan. (2010). Growth with Character: The Story. Jakarta: PT Gramedia Pustaka Utama.
Kartajaya, Hermawan. (2008, June 19). Empowering Marketing: My new tv show on Jak TV. Message posted to http://www.hermawankartajaya.com/.
Drypen Community (2010). Importance of Marketing. Retrieved August 18, 2010, from http://drypen.in/marketing/importance-of-marketing.html.
Managerial Marketing. (2010). Marketing Management: A Vital Topic. Retrieved August 18, 2010, from http://www.managerialmarketing.com/.
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