The principles of marketing management require and include:

• Market analysis

• Market planning

• Plan Implementation

• Market control

The main purpose of these stages is to develop a rapport with the customer. The company is better equipped to evaluate the impact of its practices once it has understood the marketing environment and gathered the results. A marketing manager typically handles the marketing management in large firms. However in small firms this is done by the owner himself. You need to know what each of the above mentioned principles have in store to complete the process of management.

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Market Analysis:

This comprises of looking into the company’s activities that have occurred in the past, on-going and the future. Stress is laid on the future tasks since the marketing manager is keen to explore information pertaining to the competitive social-economic and political environments. He uses the S.W.O.T analysis in order to ensure the strengths and weaknesses of the market analysis the threats and opportunities within that market. The evaluation of the growth, trend, distribution channels and the market size as well as the cost is also a part of their job.

Marketing Plan

Once the market has been analyzed then the managers come up with the marketing plan. This expands the company’s agenda for the market and how far it can go to meet the objectives based on the company’s mission. They need to consider the product itself along with its placement and pricing, including the packaging of the product. The people who would be involved in the whole plan and the promotion of the product form an integral part of this stage of the marketing management.

Market Implementation

Once the evaluation and planning has been endorsed it is now considered as the marketing implementation phase. Stress is laid on the timings of each activity and adjusting situation wherever necessary. You can consider the examples of coupon promotions and email marketing as part of marketing implementation stage.

Market Control

At this stage the marketing managers have to take control of the situation and see where the success or failure of the company lies. They use measures to evaluate the success of the campaign and use surveying and feedback strategies to analyze their implementation.

The role of the marketing manager is very important in the whole management phase. The principles begin and end with the efforts of the manager. The workload of the marketing managers is twice as much as the employees working under him because technically his work hours are 40 per week and he needs to monitor the campaign inside out. Usually he is an experienced professional with a strong academic background in business administration.

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The business discipline which is being addressed here is marketing management and it is basically the practical aspect of all the techniques of marketing management learnt in the form of case studies. The actual use of resources is an altogether new experience. Marketing is a growing avenue which has crossed borders and introduced itself in the international front. It is an integral part of the marketing strategy of a firm. The customers’ needs and demands along with the level and timing of the campaign are responsibilities of the marketing manager.

Marketing analysis is a structure comprising of the customer’s, company’s and competitor’s analysis. This is also known as the 3 Cs analyses which has now been upgraded with an addition o the industrial context analysis and the collaborator analysis. As part of the marketing management process marketers use multiple and diverse techniques to conduct the market research which yields the performance of the market. These techniques include the qualitative and quantitative marketing research, observational and experimental techniques.

When a company is capable of possessing and developing the competitive environment for the firm, it can be maintained for a longer period of time. marketing management makes full use of the systems of organizational control including the sales forecasts and the incentives programs. It will be convenient to say that these principles of marketing management cannot be ignored by any manager who is dedicated to his company, and wants to achieve the highest profit from the campaigns that he has been working hard on.

There are several examples of successful firms that have gained respect and prestige in the market because of following these principles of marketing management. The stages of the principles discussed take place in order and have to be crucially followed for the benefit of the employees as well as the customers. The manager is ultimately answerable for missing out on any of the technicalities involved in fulfilling the mission and has to pay a very high penalty if it has been a serious miss-out point.

These criteria are essential for all the marketing candidates interesting in becoming the future manager of a firm or are already potentially being considered to become the manager of their firm. They need to look into the matter seriously and respond to the task at hand more promptly.

The main purpose behind inclusion of these principles of marketing management is that they care the stages of developing and launching any brand or product. Just like a child is raised from the cradle similarly the brand gains its name from these principles which play an integral part in running the campaign and making it possible for the team to run the market smoothly.

Market analysis, market planning, plan implementation and the market control complete the process of marketing management in a circle and allows the manager to evaluate and analyze every stage of the campaign by completing surveys and viewing the feedback of the customers which allows him to make amendments to the previous marketing techniques employed. These techniques must always be refreshed in order to give a new look to the brand especially when it has become old and tested. Some brands do not need much of a new look because of their popularity but if they are brought out in a new face then people will naturally feel more attracted towards it.

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