Marketing Management [antikvár]

Preface "Marketing is too important to be left to the marketing department," states David Packard of Hewlett-Packard. And Professor Stephen Burnett of Northwestern adds: "In a truly great marketing organization, you can't tell who's in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer." Marketing is the business function that identifies unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organization can best serve, decides on appropriate products, services, and programs to serve these markets, and calls upon everyone in the organization to "think and serve the customer." From a societal point of view, marketing is the link between a society's material requirements and its economic pattems of response. Yet, to many, marketing is seen narrowly as the art of finding clever ways to dispose of the company's products. Many people confuse marketing with subfunctions such as advertising and selling. But authentic marketing is not the art of selling what you make so much as knowing what to make! It is the art of identifying and understanding customer needs and coming up with solutions that satisfy the customers and produce profit for the stockholders. Market leadership is gained by creating customer satisfaction through product innovation, product quality, and customer service. If these are absent, no amount of advertising, sales promotion, or salesmanship can compensate. William Davidow observed: "While great devices are invented in the laboratory, great products are invented in the Marketing Department." There is a wide chasm between an invention and an innovation. Too many wonderful laboratory products are greeted with yawns or laughs. The job of marketers is to "think customer" and to guide companies and non-profit organizations into developing offers that are meaningful and attractive to target customers. The Current Market-oriented thinking is a necessity in today's competitive world. There are too Marketing many goods chasing too few customers. There are global gluts of steel, agricultural Environment produce, automobiles, and many other products and services. Some companies are trying to expand the size of the market, but most are competing to enlarge their share of the existing market. As a result, there are winners and losers. The losers are