Marketing Management

1.Marketing Management

1.1 Marketing Management Proces Situation analysis Strategy formulation Marketing programs Coordination and control

1.1.1 Situation Analysis

Internal Analysis
Profitability and productivity analysis Analysis ABC Portfolio analysis Marketing audit

SW

External Analysis
Market analysis and market measurement Analysis of market members (customers, competitors, distributors, suppliers)

OT

1.1.2 Strategy Formulation

Company mission Company goals Company strategy Marketing goals Marketing strategy
offensive strategy defensive strategy

1.1.3 Marketing Programs

Product programs Price programs Communication programs Selling and distribution programs

1.1.4 Coordination and control

Organization of marketing activities Formulation of marketing plan Implementation of marketing plan Control of marketing plan

1.2 Managerial Role of Marketer

Interpersonal
representant, leader, communicator

Informational
Acceptor of information, provider of information, spokeperson

Decision-maker
entrepreneur, moderator of tension, source allocator, negotiator

1.2.1 Interpersonal Role

Company internal environment

finance leader marketing representant production

External environment

1.2.2 Information Role

finance
Company Internal environment

marketing spokeperson
External environment

production

1.3 The Content of Marketerss Job

specificity of marketing work area of marketers responsibility marketers demands

1.3.1 Specificity of Marketing Work

Problems are not structured Need of creativity Dynamics Information overloading To be busy Results are postponed Increased risk Need of communication Team character Underassessment of work

1.3.2 Area of Marketers Responsibility

Formulation of marketing strategy Formulation and implementation of marketing plan Customer analysis and segmentation Competitor analysis and positioning Market analysis and sales prognosis Product development Pricing Setting of distribution channels Sales force allocation Formulation advertising goals and strategy Direct marketing Sales promotion

1.3.3 Marketers Demands

Marketing knowledge Statistical competence PC competence Sense for word structure Knowledge of foreign language Law competence Creativity Ability to communicate Personal competence Personality

1.4 Types of Function

COMPANY
MARKETING director manager assistant product man. brand man. advertising PR manager
customer service

RETAIL TRADE
start -up department sector category logistic

country manager trade director

key account man. business manager

area manager
sales reps

1.4 Types of Function

ADVERTISING AGENCY
Account Production

MEDIA
Media agency

senior
junior Creative art director

print
visual

MEDIA AGENCY
media analyst media planner

graphic designer
copywriter

media buyer