Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's

marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, [1] making international marketing highly significant and an integral part of a firm's marketing strategy.
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Definition of Marketing Management:

The application, tracking and review of a company's marketing resources and activities. The scope of a business' marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services, and increase the company's perceived value.
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Definition of marketing
Re-evaluating the role of marketing.
In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as

The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Marketing consists of activities that facilities and expedite satifying exchange relationship in a dynamic environment through the creation, distribution, promotion, and pricing of products (goods, services, and ideas). The American Marketing Association (AMA)

Differences Between Management and Marketing

Management vs Marketing
Marketing is a big concept, which entails many activities. The process starts with identifying customer needs for a particular service or product, then continues by producing the product with the appropriately defined qualities, determining the pricing based on market dynamics, promoting the product and finally stocking the product for sale. Of course, the marketing processes cannot be accomplished without making sure that the specific activities involved are efficiently completed, which involves the concept of management. Management deals with the functions of planning, organizing, staffing, directing, coordinating, reporting and budgeting. Management is quite broad, and some aspect of it will be employed within each marketing activity. Some very vital components in management include planning, organizing and monitoring. Planning for future tasks and producing action plans is a managerial task, as is organizing, which involves setting up resources to be used in executing the plans and ensuring their optimization. Monitoring and control involve overseeing the progress of the plans execution, and ensuring that the plans scope is maintained. There is a tendency to restrict the definition of management to business and commerce, thus regarding management as the same as business administration. In a corporate setting, management is primarily concerned with meeting the needs of stakeholders, which basically involves realizing profit for stakeholders, producing products of value at reasonable costs for the customers, and rewarding employment opportunities and benefits for employees. In a non-profit organization, the importance of keeping donor faith is added.

Management is split into branches, namely HR management, Operations management, Strategic and Marketing management, and Financial and Information technology management. This means that marketing is a branch within management. Marketings role in management is very profound, as it is through marketing that the company creates relationships with its customers. Marketing activities aim to focus on customer needs, in order to create valuable products. Marketing aims to invent products that consumers will be willing to buy, and find affordable. Its a very vital aspect to ensue a companys survival. As a result, a company must ascertain consumer demand for its own future viability. Contemporary marketing in companies is customer focused, and customer demands are the focus of a companys marketing strategy. Summary 1. Marketing is a branch within management concerned specifically with meeting consumer demands. 2. Marketing relates directly to consumers, while management does not involve customer interaction. 3. Marketing activities are planned by management, and their execution is monitored through managerial functions.

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The Difference Between Sales And Marketing: Can The Two Be Effectively Performed By A Single Person?
Michael

Have you ever read a advertisement for a Marketing position that, after reviewing the job responsibilities, turns out to be a pure Sales job? As I die-hard Marketer I am always frustrated by managers who dont understand the difference between Sales and Marketing. With the risk of generating a lot of debate here is my take on the issue. Companies that chose the strategy of merging Marketing and Sales into a single position make a strategic error. Marketing and Sales are two separate functions, that require distinctive sets of skills rarely found in a single person.

Does Marketing Equal Sales?

In small companies there is no Marketing function to begin with. Here Marketing does equal Sales, and the few Marketing ideas come from the business owner or the Sales person. As the company gets bigger the owner might consider adding a Marketing function, such as Marketing Coordinator or Marketing Assistant. This role is basically a pure Sales support role, whose main purpose is to provide the Sales force with catalogs, flyers and price lists. Finally with the growth in Sales comes the need for a dedicated Marketing department that will help the company focus on servicing the relevant market, managing the 4 Ps, and build brands rather than products.

What Happens In The Real World

Sales and Marketing rarely work is sync, no matter the industry, product or target market. This statement is based on my personal experience working in the Marketing department of four different companies in various industries, from consumer package goods to the industrial sector. When sales are bad the two departments come up with different explanations for the poor results. Sales accuses Marketing for wasting the budget on ineffective programs, and setting the prices too high. According to them, Marketing people spend too much time in the office and are out-of-touch with the customers. Their solution: pay higher commission to the Sales team, hire more reps and lower the prices. Marketing in return blames Sales for thinking short-term, and focusing on satisfying an existing demand, instead of identifying new needs and expanding the market. In their view the members of the Sales team are simply order takers who are just waiting for business to fall in their lap. The difference between Sales and Marketing extends to most of the 4 Ps. Lets take price for example. Sales wants lower prices that allows them to get more products out the door thus meeting the monthly target. Lower prices gives them more leverage to negotiate and close

deals, regardless if the company is making money or not. Marketing thinks more in terms of profits, and wants the sale to happen through brand building and not rock-bottom prices. Then there is the difference of opinion regarding new products. The Sales teams vision of a new product is usually a copy of the closest competitors best seller at a lower price. Marketing believes in differentiation, in products with unique features that will offer the company a long term competitive advantage. And finally promotion. I find that Sales people love Sales promotions, which give them something to talk about with the customer. Marketing is usually cautious with using this communication tool, which in the long term cheapens a brand and decreases profitability.

The Difference Between Marketing and Sales

Sales and Marketing can rarely be performed efficiently by a single person. These two functions attract people with different backgrounds and are meant to produce different outcomes. Marketing requires long term vision and effective strategies to make it reality. This involves taking a comprehensive look at the company as a whole, and a good understanding of full business cycle, including identifying new market opportunities, product development, packaging, promotion, among others. Profitability is also important. Marketing compensation is based not only on meeting the Sales target, but also on the results of the projects being implemented. Marketing people tend to be more analytical,are usually at least University graduates, that are analytical, think long term and are excellent project managers. Sales usually focus on short-term actions to close the deal, and meet the monthly budget. They see promotion as the ultimate tool to grow sales, and always demand lower pricing. In their view Marketings role is to support their efforts. While that is partly true, Marketing is much more than an administrative role. In terms of formal education Sales people are not usually required to have a post secondary degree. The skill that is mostly valued is relationship building, and the ability to close the deal. I dont believe in Sales & Marketing titles. I never accepted to report to Sales. Marketing should report to the CEO or President, not the Sales Manager. If you have a Sales and Marketing title, you are probably dedicating 90% of your time to one or the other.

The Solution
I understand the cost savings that result from combining the two functions. But there is one more cost effective solution to consider: outsourcing one function, most frequently Marketing. Management can allocate a monthly budget they feel comfortable with, settle on a number of Marketing initiatives and execute them rigorously. Every business needs Marketing. The reason is simple, and can be summarize in one word: competition. Sales might provide short-term satisfaction, but Marketing provides long-term success.

What is the difference between marketing and sales? Let's think about this question for a moment. Without marketing you would not have prospects or leads to follow up with, but yet without a good sales technique and strategy your closing rate may depress you. Marketing is everything that you do to reach and persuade prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. By strategically combining both efforts you will experience a successful amount of business growth. However, by the same token if the efforts are unbalanced it candetour your growth. Your marketing will consists of the measures you use to reach and persuade your prospects that you are the company for them. It's the message that prepares the prospect for the sales. It consists of advertising, public relations, brand marketing, viral marketing, and direct mail. The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It's anything that engages you with the prospect or customer on a personal level rather than at a distance. Your marketing efforts begin the process of the eight contacts that studies show it takes to move a prospect or potential client to the close of the sale. If marketing is done effectively you can begin to move that prospect from a cold to a warm lead. When the prospect hitsthe"warm" level it's much easier for the sales professional to close the sale.

The Difference Between Sales and Marketing

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Many people mistakenly think that selling and marketing are the same - they aren't. You might already know that the marketing process is broad and includes all of the following: 1. Discovering what product, service or idea customers want. 2. Producing a product with the appropriate features and quality. 3. Pricing the product correctly. 4. Promoting the product; spreading the word about why customers should buy it. 5. Selling and delivering the product into the hands of the customer. Ads by Google

Marketing - Sales Service

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Selling is one activity of the entire marketing process. Selling is the act of persuading or influencing a customer to buy (actually exchange something of value for) a product or service. Marketing activities support sales efforts. Actually, they are usually the most significant force in stimulating sales. Oftentimes, marketing activities (like the production of marketing materials and catchy packaging) must occur before a sale can be made; they sometimes follow the sale as well, to pave the way for future sales and referrals. Contrasting the Sales Concept with the Marketing Concept The concepts surrounding both selling and marketing also differ. There is a need for both selling and marketing approaches in different situations. One approach is not always right and the other always wrong - it depends upon the particular situation. In a marketing approach, more listening to and eventual accommodation of the target market occurs. Two-way communication (sometimes between a salesperson and a customer) is emphasized in marketing so learning can take place and product offerings can be improved. A salesperson using the sales concept, on the other hand, sometimes has the ability to individualize components of a sale, but the emphasis is ordinarily upon helping the customer determine if they want the product, or a variation on it, that is already being offered by the company. In the sales approach, not much time is spent learning what the customer's ideal product would be because the salesperson has little say in seeing that their company's product is modified. Furthermore, they aren't rewarded for spending time listening to the customer's desires unless they have a product to match their desires that will result in a sale. (Note, however, that sales people aren't restricted to the use of the sales concept; oftentimes they use the marketing concept instead.) At the heart of the sales concept is the desire to sell a product that the business has made as quickly as possible to fulfill sales volume objectives. When viewed through the marketing concept lens, however, businesses must first and foremost fulfill consumers' wants and needs. The belief is that when those wants and needs are fulfilled, a profit will be made. Do you see the difference? The selling concept, instead of focusing on meeting consumer demand, tries to make consumer demand match the products it has produced. Whereas marketing encompasses many research and promotional activities to discover what products are wanted and to make potential customers aware of them.

Co-Concept of Marketing
Company Orientations to the Marketplace What philosophy should guide a company marketing and selling efforts? What relative weights should be given to the interests of the organization, the customers, and society? These interest often clash, however, an organizations marketing and selling activities should be carried out under a well-thought-out philosophy of efficiency, effectiveness, and socially responsibility. Five orientations (philosophical concepts to the marketplace have guided and continue to guide organizational activities: 1. 2. 3. 4. 5. The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept

The Five Concepts Described The Production Concept. This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. The Product Concept. This orientation holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers focusing on this concept concentrate on making superior products and improving them over time. They assume that buyers admire well-made products and can appraise quality and performance. However, these managers are sometimes caught up in a love affair with their product and do not realize what the market needs. Management might commit the better-mousetrap fallacy, believing that a better mousetrap will lead people to beat a path to its door.

The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling companys products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers typically sho9w buyi8ng inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity. Their aim is to sellwhat they make rather than make what the market wants. The Marketing Concept. This is a business philosophy that challenges the above three business orientations. Its central tenets crystallized in the 1950s. It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability. Distinctions between the Sales Concept and the Marketing Concept: 1. The Sales Concept focuses on the needs of the seller. The Marketing Concept focuses on the needs of the buyer. 2. The Sales Concept is preoccupied with the sellers need to convert his/her product into cash. The Marketing Concept is preoccupied with the idea of satisfying the needs of the customer by means of the product as a solution to the customers problem (needs). The Marketing Concept represents the major change in todays company orientation that provides the foundation to achieve competitive advantage. This philosophy is the foundation ofconsultative selling. The Marketing Concept has evolved into a fifth and more refined company orientation: The Societal Marketing Concept. This concept is more theoretical and will undoubtedly influence future forms of marketing and selling approaches. The Societal Marketing Concept. This concept holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumers and the societys well-being.

This orientation arose as some questioned whether the Marketing Concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that do an excellent job of satisfying consumer wants necessarily acting in the best long-run interests of consumers and society? The marketing concept possibily sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Just consider: The fast-food hamburger industry offers tasty buty unhealthy food. The hamburgers have a high fat content, and the restaurants promote fries and pies, two products high in starch and fat. The products are wrapped in convenient packaging, which leads to much waste. In satisfying consumer wants, these restaurants may be hurting consumer health and causing environmental problems.

Co-Concept of Marketing

Marketing Concept # 1: Consistency Consistency is the number one marketing concept for small business marketing only because it is left out of marketing concepts for so many businesses. I have worked with a long list of clients, big and small, that are extremely inconsistent in all areas of their marketing. Consistency helps lower the cost of marketing and increase the effectiveness of branding. Marketing Concept # 2: Planning Once small business owners decide to be consistent with their marketing, planning is the next major concept to engage. Planning is the most vital part of small business marketing or any level of marketing, for that matter, and so many owners, marketing managers, and even CMOs plan poorly. Put the time into planning your marketing strategy, budget, and other concepts presented here to ensure success. Marketing Concept # 3: Strategy

Strategy immediately follows planning because your strategy is the foundation for the rest of your marketing activities. In the process of planning, you must develop your strategy: who you will target, how you will target them, and how will you keep them as a customer. Marketing Concept # 4: Target Market Target market is also another key concept for small business marketing. Defining exactly who you are targeting allows small business owners to focus on specific customers and reduce marketing waste. A well-defined target market will make every other marketing concept so much easier to implement successfully. Marketing Concept # 5: Budget Although it is listed at number 5, budgeting is important throughout the entire process. Creating a marketing budget is usually the hardest and most inaccurate part of small business marketing. Most small businesses owners lack a great deal of experience in marketing, so their budgets usually end up skewed. The most important part of this marketing concept is to actually establish a marketing budget. From there, you can worry about how to distribute your available funds. Marketing Concept # 6: Marketing Mix The marketing mix is usually defined as product, pricing, place, and promotion. As a small business owner, you must specifically decide on your products (or services), the appropriate pricing, where and how you will distribute your products, and how will you let everyone know about you and your products.
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Marketing Concept # 7: Website

In today's market, a business of any size must have a website. I hate when I see businesses that have a one page website with out-dated information. Customers, be it businesses or consumers, will search the web over 60% of the time before making any purchasing decisions. This marketing concept contains a slew of additional components, but you must at least develop a small web presence of some kind and keep it updated. Marketing Concept # 8: Branding Many small businesses owners also neglect this concept. Small business marketing must focus on this marketing concept just as much as large corporations do. Branding consists of the pictures, logo, design scheme, layout, make up, and image of your products and even your company. Branding is how your customers perceive (please place a lot of emphasis on that word!) your products and company. Make sure to pay special attention to what kind of brand you are building through each step of your planning and implementation. Marketing Concept # 9: Promotion and Advertising Promotion and advertising is a very complex marketing concept, but must be considered for any type of business and its products and services. Once you engage the previous 8 marketing concepts, you must finally let your target market know about you and your products. Proper promotion and advertising will result in effective brand recognition, and, ultimately, increased sales. Marketing Concept # 10: Customer Relationship Management (CRM) The concept of customer relationship management has become a huge industry in the marketing world. There are many types of software and services offered to help businesses of any size handle their customer relationship management. Since there is so much available, usually for a large sum of money, small business owners usually look at this concept as something they are not big enough for or have enough money to implement. Don't be fooled by the massive industry that has evolved from this concept. Maintaining proper customer relationship management is essential to creating loyal and consistent customers. This list of marketing concepts should be examined, researched, planned, and implemented, especially by small businesses, in order to be successful. Also, your marketing doesn't stop here. Each business is unique and will have additional components that must be considered, but this list will jump-start any marketing plan