MarketingManagement:

TheMMtakespleasewhenatleastonepartytopotentialexchangegivesthough
tohisobjectiveandmeansofachievingdesiredresponsesfromotherparties.
The formal definition of MM is: the analysis, planning, implementation and
control of programs designed to bring about desired exchange with target
marketsforthepurposeofachievingtheorganizationalobjectives.
It relies heavily on designing the organizations offering in terms of target
markets needs and desires and using effective pricing communication and
distributiontoinform,motivateandservicethemarket.
Historically MM is defined with the specialized job of dealing with costumer
marketforthefinalproductsofthefirm.
Production manager, marketing managers and the marketing vicepresident
manageprograms,theirjobistoanalyzeplanandimplementprogramsthatwill
produceadesiredleveloftransactionswithspecifiedtargetmarkets
The popular image of the marketing manager is that of someone whose task is
primarily to stimulate demand for the companys products. Simply marketing
managementisdemandmanagement.
MM is the task of regulating the level, timing and character the demand in a
waythatwillhelptheorganizationachieveitsobjectives.
The organizationforms an idea of a desired level of transactions with a market.
Theactualdemandlevelmaybebelow,equalto,orabovethedesiredlevel.This
leadstoeightdistinguishabledemandstates:
1. NegativeDemandisastateinwhichallormostofimportantsegmentsof
thepotentialmarketdisliketheproductorserviceandmightpaytoavoidit
(militaryservice,vaccinations,dentalwork...etc).Thechallengeofnegative
demand to MM, is to develop a plan that cause demand to rise from
negativetopositive(ConversionalMarketing).

m.elmahadi@petroenergyep.com

2. No demand is a state in which all or important segments of a potential

marketareuninterestedinorindifferenttoaparticularoffering.Thetask
of converting no demand into positive demand is called stimulational
marketing.
3. Latentdemand:existswhensubstantialnumbersofpeopleshareastrong
needforsomethingthatdoesnotexistintheformofanactualproductor
service (cigarette that does not yield nicotine). The process of converting
latentdemandintoactualdemandisDevelopmentalMarketing.
4. Falteringdemandisastateinwhichthedemandforaproductorserviceis
less than its former level and where further decline is expected in the
absence of remedial efforts to revise the target market, offering, and/or
marketingeffort(Remarketing).
5. Irregulardemandisdefinedasastateinwhichthecurrenttimingpattern
ofdemandismarkedbyseasonalorvolatilefluctuationsthatdepartfrom
timing pattern of supply (Hotels in Miami area). The marketing task of
tryingtoresolveirregulardemandisSynchromarketing.
6. Fulldemandisastateinwhichthecurrentlevelandtimingofdemandis
equaltothedesiredlevelandtimingofdemand.Thetaskofthemarketer
facingfulldemandismaintenancemarketing(maintainingefficiencyinthe
carryingoutofdaytodaymarketingactivities).
7. Overfulldemand.Definedasastateinwhichdemandexceedsthelevelat
which the marketer feels able or motivated to supply it. The task of
reducing overfull demand is called demarketing. Demarketing deals with
attemptstodiscouragecustomersingeneraloracertainclassofcustomers
inparticularoneitheratemporaryorapermanentbasis.
8. Unwholesome demand is a state in which any demand is felt to be
excessive because of undesirable qualities associated with the offering
(alcohol, cigarettes and hard drugs). The task of the marketer facing
unwholesomedemandisCountermarketing.

m.elmahadi@petroenergyep.com

DemandState
1. NegativeDemand
2. NoDemand
3. LatentDemand
4.
5.
6.
7.
8.

FormalName
ConversionalMarketing
StimulationalMarketing
Developmental
Marketing
FalteringDemand
RevitalizeDemand
Remarketing
IrregularDemand
SynchronizeDemand Synchromarketing
FullDemand
MaintainDemand
MaintenanceMarketing
OverfullDemand
ReduceDemand
Demarketing
UnwholesomeDemand DestroyDemand
Countermarketing

m.elmahadi@petroenergyep.com

MarketingTask
DisabuseDemand
CreateDemand
DevelopDemand