Marketing is important for organizations as it can improve sales and profitability, introduce new products to the market, maintain or improve a company's reputation, enable healthy competition, and aid business decisions. Marketing management tasks include analyzing the market, setting goals, forecasting sales, managing the marketing mix, engaging with the market and customers, implementing marketing activities, providing after-sales support, and satisfying customers. Marketing helps achieve economic goals on a larger scale such as raising standards of living, increasing employment and national income, and maintaining economic stability and development by linking producers and consumers.

1. Marketing Management
Importance to Organizations and Tasks

2. How important is Marketing to
an Organizations?

3. Importance of Marketing
Management
1. Improve Sales/Profitability
2. Introduction of products to the market
3. Maintain or improve company
reputation
4. Allows healthy competition
5. Aids business decisions

4. Improve Sales/Profitability
- We do marketing because we want to sell more to gain more
profit
- Marketing’s prime objective is to increase sales – product
marketing, corporate marketing

5. Introduction of products to the
market
 One of the most important role of marketing to an
organization
 May determine the success or failure of new products

6. Maintain or improve company
reputation
 The reputation of a company has an effect on the
performance of its products.
 Public Relations, Corporate Advertisements, Charity
Sponsorships

7. Allows healthy competition
 The competition for Market Share among products makes
marketers be more competitive
 Makes marketers exert more effort in satisfying their target
market and customers

8. Aids business decisions
 Marketing Mix Management and brand management provide
managers a guide in making business decisions
 All business decisions should not deviate from the identity of
the brand

9. Importance of Marketing
Management - on a larger scale
1. Marketing helps to achieve, maintain and raise the
standards of living
2. Marketing Increases employment opportunities
3. Marketing increases national income
4. Helps maintain economic stability and development
5. Link between producer and consumer

10. Marketing Management Tasks
 Market Analysis
 Goal Setting
 Sales Forecasts
 Manage Marketing Mix
 Market/Customer Engagement
 Implement Marketing Activities
 After Sales Activities
 Satisfy Customers

11. Market Analysis
- Studies the attractiveness and the dynamics of a market within
an industry.
- Organization’s Internal/External SWOT analysis
 Market Segmentation
 Market Size
 Market trends
 Growth Rate
 Opportunities
 Profitability
 Distribution Channels
 Competitor Analysis

12. Goal Setting
- Improvement goals and targets e.g. : increase in market
share, increase in sales % vs last year, launch of new products
or re-launching of existing products, etc.
 Specific
 Measurable
 Actionable
 Realistic
 Time-bound

13. Sales Forecasts
- Forecasted level of sales in a given time identified through:
- existing and new market information
- historical sales data
- proposed marketing activities

14. Marketing Mix
 Positioning – your brand identity
 Product – portfolio, unique selling proposition
 Place – distribution channel
 Promotion – marketing activities
 Packaging – product’s look
 Price – pricing strategies
 People – back office and front liners
 Customers – target market

15. Market/Customer Engagement
 Implement Marketing Activities
 Advertising and promotions
 After Sales Activities
 Customer feedback, customer service
 Satisfy Customers
 Actual delivery/sale/usage of product

16. Reading Assignment
 SWOT Analysis, its applications.
 Competitor Analysis

17. Questions??