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Market Analysis

Learn All About Marketing Management

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Marketing management involves choosing target markets that not only get new customers but also retain the existing ones. It is a business subject, which is based on research and study of practical applications of marketing techniques and management of the marketing resources. The one who excels in this field is known as marketing manager. The job of the marketing manager is to influence the timing and level of customer demand so as to help the sales. It actually depends on the size of the business and environment in the corporate industry. Like if he is working in a huge production company, he will be the general manager of a particular product category assigned to him and he will be responsible for profit and loss with respect to the product. And in small business there is no marketing manager as his job is taken over by the partners of the company.

Creating and communicating best customer values can increase the number of customers. The steps taken and resources utilized to maintain existing customers and get new customers fall under marketing management. The scope is quite large because it not only consists of developing a product, but also retaining it. The term marketing management has many definitions. It actually depends on individual firms and how the marketing department functions and activities of other departments like operations finance, pricing and sales.  

Before deciding about a marketing strategy, the company must do an in-depth study about their business, and the market. This is where marketing management merges with strategic planning. Usually the marketing strategies are of three types, customer analysis, company analysis and competitor analysis. Using the customer analysis, the market is broken down into different types of customers. The marketing management realizes the characteristics and other variables of each group. They are geographical location, demographic, customer behavior pattern and need. Like a group of people can be recognized who can be less price sensitive, purchases often and are growing. Such groups can be worked on by heavy investments as they are worth the money and time. They cannot only retain such customers and make new customers in this group but they can go to the very extent of turning back customers who don’t belong to this group. Understanding the needs makes customer’s expectations to be met per their satisfaction, better than the competitors, which will lead to higher sales and obvious profit.

Company analysis highlights the cost structure and resources of the company and cost position when compared to competitors. The accounting executives use it to learn about the profit earned by a particular product. From time to time, audits are conducted to study about the strengths of various brands of the company.

Marketers using competitor analysis build detail customer profiles. It gives a clear picture about the strengths and weaknesses of the firm, when compared to a competitor. The competitor’s cost structure, resources, competitive positioning, degree of vertical integration, product differentiation, and profits are studied in detail and are compared to what company is doing in those regards.

The marketing management to do marketing analysis carries out marketing research. The most common of such researches are qualitative marketing research, quantitative marketing research, experimental techniques and observational techniques.

After all the studies and researches are conducted, its easier for the marketing manager to make strategic decisions and they then can design a marketing strategy to increase the profits and revenues of their company. The other goals can be profit over the long run, market share, and revenue growth.

Market Analysis

Personalized Multichannel Marketing Model Drives Email Direct Marketing Campaigns

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Direct marketing is no longer about trying to reach every potential customer through the shotgun approach. In fact, the methodologies employed today revolve around pinpointing the highest potential buyer, retaining existing customers, bringing back former customers, and creating campaigns that will drive prospective clients to contact companies. This has led to the models of advertising known as personalized and multichannel marketing.

Personalized marketing does just what it suggests; it personalizes the advertisement to the consumer’s personality. This means either creating a dynamic message that can be customized to each individual or performing an extremely detailed market analysis and creating custom packages for each segment. Creating a personalized marketing campaign requires knowledge of each customer and the ability to them through methods such as email direct marketing campaigns.

In multichannel marketing, the focus is on being able to keep track of how customers are being contacted, through the traditional methods of direct mail and telemarketing, as well as newer methods, such as test message and email marketing. UK has even gone so far as to offer door-to-door marketing strategies to present a more personable experience. Managing the database necessary for tracking how customers are being contacted and matching customers to remove potential duplicates requires dedication and an attention to detail.

While many companies are growing to understand the need for each of these marketing models, there are still a number of stone age businesses that refuse to adapt. These companies are the same ones that send mass amounts of spam, junk mail, and cold call any available number they receive. Fortunately, these same businesses are being used as examples as the government levies fines for not scrubbing customer lists with the do not call and do not mail databases.

As direct marketing campaigns evolve, the requirement for companies to utilize a personal multichannel marketing model becomes more obvious, and the line between them is blurring. Contacting customers means more than sending a random mailer, or spamming a useless email, in the hope that one to two percent of your recipients will reply. Instead, it’s time to focus on showing your customers why they mean more to you than a minor purchase and how you can demonstrate an interest in their lives. Direct marketing has become the method with which all communication with potential consumers will be handled, and they won’t appreciate being treated like mindless clones.