Marketing management - Assignment Example

s Marketing Management and Market Orientation Marketing Management According to James (48), marketing management refers to a business aspect aiming at real functions of promotion activities and controlling of companies promotional resources and behavior. Marketing managers are involved in manipulating the altitude of the potential buyers in order to boost demand for the products. They also target the period when consumers are likely to purchase the products and specific category of buyers in order to determine the category of products that need to produce to meet the demand (Laura, 57).

It is the role of marketing managers to determine the size of the market and engage activities that will influence demand in order to increase revenue.Market OrientationAccording to Michman, Mazze and Greco (114), market orientation refers to execution of promotion theories to provide a coordinated achievement of both personal and social goal within the organization. Market orientation also takes into consideration the move taken by rivals of the company and engages plans that will result to better performance than their rivals.

The aim market orientation is to focus on the desires of the consumers and produce those products they desire while monitoring the actions of the rivals to ensure they don’t take over the market (Kwon, 76). Market orientation and management in UnileverUnilever is a London-based company dealing with consumer goods and have several branches in other different parts of the world (Hitt, Ireland & Hoskisson, 345). They have excellent management marketing that interconnect building of products name, carrying out promotion activities, developing new products , packaging and designing marketing approaches to generate cash for the organization.

The company management has also incorporated market orientation in their managerial activities whereby the marketers scrutinize what their clients love and demand to know why they love it (Hitt, Ireland & Hoskisson, 411). This enables them to make the products that suit the needs of the clients.Works CitedHitt, Michael, Ireland, Duane and Hoskisson, Robert, Strategic Management with Infotrac: Competitiveness and Globalization, (Cengage Learning, 2007). Pp. 246-467James, Lenskold, The Path to Campaign, Customer, and Corporate Profitability by James D.

Lenskold. McGraw-Hill Professional 2003 pp.42-57 Kwon, Hyeong-ki, Fairness and Division of Labor in Market Societies: a Comparison of the U.S. and German Automotive Industry, (Berghahn Books, New York, 2004).pp. 35-147Laura, Patterson, Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization, (Racom Communications, 2008). Pp.34-65Michman, Ronald, Mazze, Edward and Greco, Alan, Lifestyle Marketing: Reaching the New American Consumer, (Praeger, Westport, CT, 2003). Pp. 21-167.