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Summary CH13 Marketing Management
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- University Of South Africa (Unisa)
A summary of CH13 Marketing Management
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Chapter 13: Marketing ManagementThe evolution of marketing thought:
Operation-oriented management: Focus is on the capabilities of the organization, and what they
can provide consumers with the focus of increasing the number and variety of products produced.
Businesses that use this approach are organized around product lines.
Sales-oriented management: Focus is to sell all products at any cost, even as far as using
misleading advertisements and unethical sales methods.
Marketing-oriented management: Focus is on the sales message, the price of the product, the
quality of the product, the packaging, the choice of distribution channels and the methods of
informing potential customers about the marketing offering.
Consumer-oriented management: Focus is on the consumer (financial position, demands, and
preferences) i.e. business that are consumer orientated.
The strategic approach to marketing: Focus is on environmental scanning and on long-term
issues. This allowed management to ID environmental changes under PESTLE, consumer
preferences, demographic aspects and increasing competition.
Relationship marketing: Aim is to establish and maintain relationships with loyal and profitable
clients. To achieve this, management needs to focus on the attraction, retention and
enhancement of its consumer relationships (buyer and seller relationship).
The marketing concept:
Ethical code to which marketing task is performed. Directs all marketing decisions about products,
distribution methods, marketing communication and price determination. Merits of the marketing concept.
Four principles of the marketing concept
The principle of profitability: The long-term maximisation of profitability. This is the primary aim of
the business in a free-market system and marketing management, and emphasis is on
profitability instead of sales.
The principle of consumer orientation: The satisfaction of consumer needs, demands and
preferences constitutes a consumer-orientated approach where the emphasis is on consumer
needs and wants.
The principle of social responsibility: The business aiding the broader community is addressing
socio-economic issues such as housing, education, job creation and health i.e. CSR.
The principle of organisational integration: The need for close co-operation between all 7
Business functions (Marketing, Purchasing, Operations), and entails this co-operation in pursuit of
the businesses mission and objectives.
Defining marketing:
Consists of management tasks and decisions directed at successfully meeting opportunities and threats
in a dynamic environment, by effectively developing and transferring a need-satisfying market offering to
consumers, in such a way that the objectives of the business, the consumer and society will be achieved.
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