Marketing management process

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Introduction

Marketing is an essential part of an industry. It provides access for a product into the market and as such the marketing manager has a critical role in ensuring that is achieved. Being the marketing manager of Target wines, I am supposed to make sure that its products find their niche in the market and that it is able to stay at par with new development in the wines industry. The marketing managing process emphasis on the importance of marketing and that covers wide area including analysis, planning, implementation and monitoring and evaluating and.

Marketing management process

Analysis provides all data needed that is likely to affect the selling of our products. It gives information within and without the company besides giving information about the needs of our target market, its competitiveness and behavior and activity of all stakeholders (Luminita, 2009, p.135). The stakeholders range from consumers of our products, suppliers, dealers, competitors and to the public at large. At this stage I employ marketing and intensive marketing research and also form informational system that is viable and operational. As a manager I focus on intensive analysis when introducing a new product into the market, when sales drop and when competition is stiff. It will help our product pick up rapidly and also recover faster in the incident of reduced sales.

Secondly, planning comes handy especially now that Target Wines and spirits limited is seeking entry into new markets. Planning provides a sense of direction and also acts as a reference point in our prospects for the future. Planning links the industry to resources available and existing opportunities, and is used in the formulation of long-term strategy and objectives, setting a course for future action. More specifically, planning helps me to give our company a competitive advantage, focus on marketing strategy and provide a clear pattern that will lead to successful selling (Luminita, 2009, p.136). As focus is given to gaining entry in the new markets, and aspire to do that we are forced to plan how to get our wines on the shelves of local bars and joint of the targeted markets. In short, planning helps define what our goals, the approach that will see its achievement, tactics to be used and how to execute it. It brings about simplicity, discipline, consistency and easy evaluation of progress (Luminita, 2009, p.136).

Implementation of the marketing strategy or plan comes in as the ultimate goal of marketing and my duty as the marketing manager. It is the basis for analysis and planning and leads to achievement of goals. The plan must be adaptable to the market conditions and its effectiveness is determined by its consistency with the overall objective of the company. Implementation affects the initial processes of analyzing and planning and as such forms the major coordinate for planning (Challagalla, Murtha and Jaworski, 2014, p.789). Being the manager I ensure good and effective communication with all workers towards achievement of the goal. Concerning this, attention is given to implementation as the wine is being sold so that it gets to the targeted market and sold in quantities expected.

Marketing management is not complete without monitoring and evaluation. According to Luminita, this last process examines the marketing plan, its efficiency and effectiveness (2009, p.136). Monitoring and valuation shows disparity that arises between objectives and expected performance enabling corrective measures to be taken. Furthermore, it provides for valuation of marketing plans of competitor and also their reaction to a company’s marketing plans. For instance, in 2003 when we introduced Target IV vanilla flavored drink, our competitors came up with other flavored drinks that. To counter it we came up with Target VI, with same flavor but stronger.

Importance of marketing

Cleaning items found in nursing homes are not sold everywhere, therefore difficult to trace the suppliers who are also rare to find. Sticking to a known supplier saves the buyer (nursing home) the trouble of finding them (Challagalla et al, 2014, p.804). It’s good that the clients advertise as it will make them known to their customers and are more likely to remain the sole suppliers. The benefit will with no doubts outweigh the cost incurred.

Secondly, through advertising the client will develop thrust in sellers’ product. Challagalla et al argue that many potential buyers shun way from products or their suppliers simply because they do not know them or have never used your product ( 2014, p.807). Simply, they cannot take the risk. The same maybe happening to the cleaning services products and advertising will play a vital role in building customer confidence, especially for such rare products. The overall effect is that it gives a fare play ground and all stands an equal chance of winning customers. The client’s company might be lucky if its products are superior to those of competitors.

It the client still refuses, examples of other successful advertising may help in changing his mind. Such examples give real life example that may change the client’s decision (Challagalla et al, p.815). For instance, Techno Mobile has made itself a choice of millions among the big player in the industry such as Nokia and Samsung. Moreover, I will challenge the client to observe the activities of the competitors to ascertain if they are to gain from the advertising or losing.

Conclusion

The marketing section of company is essential for its development. A company’s development largely depends on the marketing management process of a company and this can be best performed the importance of marketing is understood. With effective marketing even poor quality product can be sold while another one that is superior does not sell.

References

Luminita, Z. (2009). The process of marketing management-between the management marketing

Activities and the operational marketing. Studies and scientific researches, 14(5), 129-136.

Challagalla, G., Murtha, B. R., & Jaworski, B. (2014). Marketing Doctrine: A Principles- Based

Approach to Guiding Marketing Decision Making in Firms. Journal Of Marketing, 784-820.