Marketing Management

• Marketing Trends• Marketing Issues• Marketing Roles to Society • Marketing Control

Marketing Trends in 2013

Mobile Marketing

Mobile Advertising

Marketing with Mobile Apps

Social Media

Content Marketing

Author Ranking

Marketing Issues in 2013

• Invasion of privacy• Stereotyping• Selective market issues• Violence• Sexual innuendo• Highlighting the disadvantages of competitor products

rather than the advantages of their own• Direct marketing• Electronic spam and telemarketing

Marketing’s Changing Role in Society1. Marketing acts as the middlemen

             -who resold the goods to other consumers or distant middlemen.

2. Marketing focused on mass production only

             - The management thinks “if we can make it, it will sell.

3. Marketing focused on selling because of stiff competition

               -The sales era (1920-1950)

4. Marketing department serves as a short-term planning agent.

               -The marketing department era (1950-1960)

5. Marketing people became the long term plan developer using marketing concept as the guide.

               -The marketing company era (1960-1975)

6. Marketing company considered social satisfaction for their success

               -The marketing company with social concern era (1975-present)

Importance of marketing in our lives• Analyse the needs and wants of people• Predict what types of products• Estimate how many people will buy• Predict exactly when will people need the

certain product• Determine where will the demand be• Estimate what price they are willing to pay• Decide how to bring it to the market

Merging of the Marketing Concept with Total Quality Management

• During The 1990s, attempts were made to improve on the marketing concept by extending it and broadening it. The effort to extend the concept involved combining it with total quality management (TQM). The intent to take customer satisfaction to a higher level and meet customer's exact needs. This initiative met with limited success. 

Merging of the Marketing Concept with Total Quality Management

• Efforts to broaden the marketing concept expanded it to include social concerns. The assumption was that by addressing broader customer concerns (the environment, AIDS, etc.), along with basic needs and wants, customer satisfaction and profitability could also be expanded. Some companies have had success with this wider concept

Marketing Control

• "the process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure that marketing objectives are achieved."

• "the set of practises and procedures employed by firms to monitor and regulate their marketing activities in achieving their marketing objectives."

Marketing Control Importance

• Marketing control ensures performance improvement by minimising gap between desired results and actual results.

Marketing Control Process

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