Marketing management is the act of marketing managers planning, directing and coordinating programs and policies for example identifying customers to buy their products and services and knowing the demand of their products and services. Marketing management ensures that firms set pricing standards in line with the firm's profit policy. They also supervise the development of the products and services according to the requirements of the market. Basically marketing management deals with ensuring that the products and services are reaching the consumer and that they satisfy them. Marketing management ensures that relationships between customers, stakeholders and suppliers are maintained and that they are in good terms. According to American Marketing Association (AMA et al, 2008) marketing is the activity of ensuring that products offered to the customers are of value and satisfy them.
The Scripture in Joshua 1:9 are giving authority to mankind to be courageous and strong. It also promises to be with mankind wherever they go. The whole process of marketing involves the suppliers, customers and stakeholders. Marketing should be done without fear and managers must ensure that they do their marketing to everyone without prejudice (Cant, 2006). Every unit of marketing has a responsibility to ensure that the marketing process is completed smoothly and every party achieves its objectives. As markets are expanding globally the marketing management also has to re-engineer their plans to ensure that all demands are met.
The Marketing managers have the responsibility to ensure that the products and services they are offering the customers are of the required quality. They should ensure that what they promise to deliver to customers is that and nothing short of that (Jayachandran, 2004). The marketing managers must meet the demands of their customers by doing research on what the customers want. It is their responsibility to periodically do research on market changes and adjust their marketing strategies to suit their customers. The marketing managers must also be aware of the laws and regulations of the country and it is their responsibility that whatever product or service they will be delivered to the customer is legal and it does not have bad effects on the customer. They have to market their products globally since the markets have expanded (Glynn, 2012). The managers have to use the available means to ensure that they reach the customer and satisfy the demands. The prices they set must be in accordance with the economic condition of that time and this can only achieved by doing a thorough research on the market. This will avoid exploitation of the customers and God did not intend this to happen in His plans.
The suppliers too have a responsibility in marketing management. They have to abide by the requirements of the products or services they are to supply. The product or service should be distributed and reach the customer in good time. Therefore, it is the responsibility of the marketing managers to ensure they segment their markets in such a way they can be able to reach them in good time (Lowell, 2007). The marketing managers have to research on the best Suppliers to supply their products or service to customers or else they will lose their market base. The customers also have a responsibility of ensuring that they pay for the products or services they are delivered with. They also should give appropriate feedback to enable improvement of the product or service they are getting (Ferrell &Hartline, 2008). The stakeholders on the other hand have the responsibility of ensuring that the organization has the right kind of leadership for the smooth running of the organization activities.
References
American Marketing Association., American Marketing Society., & National Association of Marketing Teachers. (2008). Journal of marketing. New York: American Marketing Association.
Cant, M. C. (2006). Marketing management. Cape Town, South Africa: Juta.
Ferrell, O. C., & Hartline, M. D. (2008). Marketing strategy. Mason, OH: Thomson South- Western.
Glynn, M. S. (2012). Business-to-business marketing management: Strategies, cases and solutions. Bingley: Emerald.
Jayachandran, S. (2004). Marketing management text and cases. New-Delhi: Excel Books.
Lowell, L. (2007). 42 rules of marketing. Cupertino, CA: Superstar Press.
Shukla, A. V. (2004). Case studies in marketing management. New Delhi, India: Sarup & Sons.
