Gerencia De Mercadeo

MILITARY UNIVERSITY "NEW GRANADA

BUSINESS ADMINISTRATION PROGRAM

MARKETING MANAGEMENT

FINAL PAPER

TEACHER

PEDRO NEL ESPINOSA

STUDENT

TE.FERNANDO JOSE CAYCEDO RIVAS

CODE D0104882

Bogota D.C. 2013

INTRODUCTION

In a marketing research marketing management is essential for the systematic collection and analysis of consumer related events, the client and the public which helps us identify problems and opportunities that marketing actions will be based on marketing that determines the degree to which the company can achieve for your brand, products that meet expectations and customer satisfaction.

An essential element in marketing is segmentation which plays an important role, for dividing the market into groups with similar characteristics so that it is oriented marketing actions with an idea that optimize resources, and should be measurable, accessible and cost effective.

In this test may determine the strengths and weaknesses that must face the market environment to achieve the proposed objectives, making strategic decisions on product, distribution channels, communications and prices.

MARKETING MANAGEMENT

To enter the world of marketing management must first define its meaning which is established as the administration of supply and demand as explained by Peter Drucker that specifies that the marketing is to know and understand also the consumer who product and service will fit your needs perfectly.

When talking about society looking for a process by which groups and individuals get what they need and want through creating, offering and freely exchange goods and services that others value. For entrepreneurs starting a process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual goals and organizations, When we go into the marketing world must implement a marketing management is the art and science of choosing markets and achieve maintain and increase the number of consumers by creating, delivering and communicating superior added value for the customer, from the above there are two ways of management are:

1. A systematic and ongoing analysis of market needs and develop profitable products.

2. Organization of sales strategy and communications, which aims to publicize the qualities of the products offered to potential buyers

Accordingly to the above you can see how the evolution of marketing was where since 1800-1920 was oriented towards the production, the year 1920-1970 was directed to sales, from the year 1970-1990 there was a total orientation to market with the new policy in different countries to improve their economy from 2000 onwards marketing focuses on TLC.

In this new era is being implemented what is called the marketing mix which is an analysis of internal aspects strategy, commonly developed by companies to analyze four basic variables of its business: product, price, distribution and promotion, in which the aim is to apply this analysis to determine the status of the company and to develop a specific strategy positioning after. This strategy is also known as the Four P is defined as follows, thus:

Price

This variable provides information on the price of the product that the company offers on the market. This element is very competitive in the market as it has an essential power of the consumer; it is the only variable that generates income.

Product

This variable includes both the product (core product) itself satisfying a particular need, as all elements / services are that product itself. These elements include: packaging, customer service, warranty, etc.

Distribution

This variable examines the channels through a product since it is created until it reaches the hands of the consumer. In addition, we can also speak of storage, retail outlets, the relationship with intermediaries, the power of the same, etc.

Promotion

Product promotion analyzes all the company makes efforts to publicize the product and increase sales to the public, for example: advertising, public relations, product localization, etc.

Noting the definitions and current marketing components, we must focus on the so-called competitive intelligence which is an effort to help your employer to maintain competitiveness in the market; a marketing manager performs a number of investigations aimed at a point business support in the industry. You can conduct market research using surveys and conducting focus groups. You can also analyze the advertising and sales performance of competitors. It could also assess the state of the economy and how it relates to the industry of the firm. Once research has been conducted, the marketing manager creates several reports based on the results. These documents are presented

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