Marketing management is key to any small business. Whether you’re starting a business from scratch or just need a little help getting off the ground, marketing is essential to success. In this comprehensive guide, you’ll learn all there is to know about marketing management for startups and small businesses; from setting goals and objectives, to developing marketing strategies, to managing budgets and Scheduling. You’ll also learn how to measure your progress and take advantage of market opportunities.

What is Marketing Management Pdf?

First, let’s look at some definitions before talking about the big picture.

Marketing is the “activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large,” according to the American Marketing Association.

“Marketing is human activity directed at satisfying needs and wants through exchange processes,” claims Philip Kotlar.

“Marketing is a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets in order to achieve organizational objectives,” claims William Stanton.

Many businesspeople and students who are not familiar with contemporary marketing concepts believe that marketing is only concerned with advertising or the sale of products. In fact, marketing used aggressive promotion to sell products a few decades ago. However, marketing has since developed, and in the modern era of marketing, it is much more than just selling and promotion.

So, the colored words are visible in the definitions above. These words offer hints as to what marketing entails. Every definition provides information about the needs and desires of the consumer. What then are these wants and needs?

“The definition of “needs” is the fundamental need that a person has in order to survive. The goods and services that a person desires as a result of his whims are referred to as wants. While a person’s wants are limitless, his needs are restricted.”

Nature of Marketing Management

Nature and Importance of Marketing Management

This includes several connected ideas, such as:

  1. Marketing is a component of the environment as a whole:

Threats and opportunities are determined by the business environment. A marketing system has a direct connection to the production and distribution of products, ideas, and people for the fulfillment of human needs. However, it is preferable to consider any marketing organization’s remote and suitable environment.

  1. Marketing is customer-focused:

A business exists to meet the needs of customers. The customer must be the focal point and direction of all marketing efforts. It entails combining a number of business operations with the fulfillment of customers’ wants and needs as their primary goal.

Marketing establishes the consumption pattern and raises people’s standards of living by meeting their previous needs and generating new ones for better and improved products.

  1. Marketing is a Specialized Business Function:

The selling function did not require any specialized knowledge in any business organization. The management of a business firm must create a business organization with the goal of absorbing new approaches, new ideas, and new marketing requirements because marketing used to require a specialized skill.

  1. Marketing as a Discipline:

A business that derives its existence from economics must include the subject of marketing.

Due to problems related to these that have a significant impact on consumer behavior, research canon consumer needs, advertising media, legal aspects of marketing, promotion, pricing method, etc., marketing has drawn strength from related fields after emerging from business, including psychology, law, sociology, anthropology, statistics, and mathematics.

  1. Marketing is a System:

Marketing is made up of a number of interconnected and separate systems. It is appropriate that a system could change in response to conceptual shifts. The marketing system could be described as a socio-economic process in layman’s terms.

The firm and society are combined in the marketing system in another way.

  1. Marketing Is a Social Function:

Because it necessitates communication with various societal groups, marketing is a form of social function. It involves combining a variety of commercial activities with the fulfillment of consumer wants and needs as the primary goal.

  1. Marketing Begins and Ends with the Customer:

In traditional marketing, the flow of products or services from the manufacturer to the customer is the only focus. Understanding what customers actually want is crucial in consumer-oriented marketing. When consumer data and information are gathered, it is possible.

As a result, marketing research and marketing information systems have become a fully-fledged part of marketing.

  1. Marketing fosters relationships between people:

All marketing initiatives center on the customer. But in recent years, the emphasis has shifted to the business model, i.e., the strategic marketing approaches.

Here, marketers’ experience and knowledge serve as a tool, and a mutually improved relationship is the end result. Everything that leads to mutually beneficial relationships with potential clients or customers is marketed.

Marketing’s Roles and Objectives.

Nature and Importance of Marketing Management

1) Market Analysis

Market research involves the methodical gathering, analysis, and interpretation of data about market elements like customers, competitors, prices in use, opportunities, threats, etc.

2) Making plans for a product or service’s design

It entails making plans for how we’ll satisfy customers. This plan will determine how the product will be designed. Materials, size, features, and other characteristics are important when competing in the market.

3) Organization of Resources

The goal of this task is to assemble all necessary materials in an organized manner in order to carry out all tasks. Resources include things like financial, material, human, and physical resources.

4) Labeling and packaging

For a product to be secure, more appealing, able to appeal, and informative to customers, packaging and labeling are essential.

5) Branding

A brand is a name, sign, logo, symbol, mark, etc. that sets a product apart from its rivals and similar products on the market. Increased customer attraction, higher sales, improved image, increased customer loyalty, etc. are all results of an effective branding strategy.

6) Product pricing

Price is the value at which the marketer exchanges his offerings for other goods. Before making pricing decisions, thorough research should be conducted.

7) Product promotion

Promotion is the exchange of information about the products between a business and its customers. The goal is to increase product awareness and convince consumers to purchase their wares. Online marketing is expanding quickly these days.

8) Selling and distribution 

The most important task, after all the hard work, isn’t it to sell the product? It provides the company with the earnings and profit for which they work.

9) Customer relations and post-purchase services

The retention of customers depends on this idea. Gaining new customers is a more difficult task than keeping existing ones, as it fosters customer loyalty, which inadvertently draws in potential customers.

Importance of Marketing Management

Nature and Importance of Marketing Management

Following are some explanations of the significance or importance of marketing in business:

  1. Aids in the exchange of information between the manufacturer and the consumer:

Through marketing initiatives, a seller gathers data on consumer preferences, tastes, and occasional shifts in behavior.

On the other hand, marketing provides customers with the crucial information regarding product quality, location, price, and quantity. Customers learn about new products in this way.

  1. Aids in Profit Maximization:

Every business firm’s primary goal is to maximize profits. Product availability and overall cost reductions are facilitated by marketing.

Through advertising and sales promotion initiatives, it generates demand for the products. All of these efforts result in the company’s maximum profit.

  1. Helpful in Decision-Making: In today’s dynamic economy, a seller gathers data and makes wise business decisions. Making decisions is a major concern for all marketing activities. Sellers are capable of making the best decisions based on various pieces of information.
  2. Creates Jobs:

Businesses in the fields of insurance, finance, production, transportation, research, wholesale, warehousing, advertising, and retail are all needed for marketing activities. These services demand a large number of people, and they give society jobs.

  1. Provides a Standard of Living:

Marketing gives the people in the society the best products and services based on their requirements and expectations. Marketing creates, boosts, and sustains demand for both new and existing products, raising societal standards of living in the process.

Marketing Concepts.

Nature and Importance of Marketing Management

1) Exchange concept

It is an old idea—the oldest idea, I believe. In this, the buyer and the seller exchange goods. This idea is out of date.

2) Production concept

According to this theory, consumers will buy products that are readily available and inexpensive. Organizations strive to cut costs while expanding their production scale. It disregards the viewpoint, requirements, satisfaction, and other factors of the customer.

  1. Product concept

Organizations emphasize product performance and quality in this concept. In this, it is presumpted that customers will have no trouble purchasing high-quality goods. This idea focuses on enhancing the quality of the products; it ignores consumer preferences, needs, and customization, among other things.

4) Selling concept

Additionally, this idea doesn’t take into account consumer needs, wants, customer loyalty, etc. Organizations assume that until we push products in front of consumers, they won’t be sold. It assumes that the business should employ promotion strategies like aggressive advertising, one-on-one sales, a push-and-pull strategy, etc.

5) Marketing concept

The marketing concept first emerged in the middle of the 1950s. It begins by taking into account consumer needs, wants, and satisfaction. According to this theory, marketers should try to understand consumer needs and cater to them. This means that consumers should be the focus throughout. It adheres to the principle that “we should sell what can be sold, not what is made.”

6) Societal concept

The societal concept, which emerged in the 1980s, is more recent. It views society as its intended audience. It has a social focus. According to this theory, marketing initiatives ought to benefit society as a whole. The emphasis is shifted from consumers to society.


Marketing management is a key component of any business. By measuring the effectiveness of marketing management, we can determine whether or not our efforts are effective. Through various tools and research methods, we can measure the success of our marketing efforts. With this information, we can make necessary changes to improve our business in a positive way.

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