MARKETING MANAGEMENT ASSESSMENT

STUDENT DETAILS
[COMPANY NAME]
[Company address]
MARKETING MANAGEMENT

MARKETING MANAGEMENT 1
1.
Differences Commonality
Strategic
Planning
Strategic planning is done to
achieve the goals and objective
of the organization and to
achieve a competitive position
within the industry.
Strategic Planning focuses on all
the factors that may affect the
performance of the organization
directly or indirectly (Steiner,
2010).
Marketing Management is considered
as a part of the strategic process. As
to achieve the organizational goals
the organization is required to focus
upon other aspects of management
along with marketing.
Marketing
Management
Marketing Management is the act
of planning and directing of
activities that will help the
organization to attract its target
customers within the industry.
Marketing Management focuses
on the factors within the industry
that can influence the
organization’s target market
(Hutt & Speh, 2012).
The focus of both the concepts is on
the ultimate goal of the organization,
that is maximizing the market share
of the organization.
2. Ethical Responsibilities of a Marketer

MARKETING MANAGEMENT 2
The marketers are responsible for the promotion of the product within the industry. They
focus on the development of strategies through which they will be able to effectively attract
customers within the industry. The marketers are required to focus on business ethics and
ensure that they follow ethics while developing the strategies within the organisation. the
ethical responsibilities of marketer include:
 Focus on social values while dealing with customers.
 Ensure that the quality of the product is being maintained within the industry.
 The promotion of the product should result in a benefit to both the organisation as
well as the customer within the industry.
 Transparency or openness is maintained throughout the marketing process (Murphy,
Laczniak, & Harris, 2016).
3. Strategy
Strategy can be defined as the guideline which guides the management of how the
activities are conducted within the organisation so that the organisational goal can be
achieved. An effective strategy is developed by analysing the factors that may affect the
performance of the organisation, within the organisation’s internal as well as external
environment. The strategy is required within an organisation as it helps the organisation in
estimating its requirements to achieve the goals and objectives; and effectively allocating its
available resources within the organisation, so that the organisational effectiveness can be
ensured in long-run (Subramanian, 2015).
4. Strategy in the organization planning process
The organisational planning process is comprised of the eight stages that effectively
guide the management to develop a plan through which the organisation will be able to
achieve its goal and objectives, within the eight stages developing strategies within the

MARKETING MANAGEMENT 3
organisation comes at the seventh position of the process. As after the effective evaluation of
the opportunities available and the identification of the ultimate goals and objectives of the
organisation the management focuses upon developing strategies.
A) Competitive Strategies
The organisation can focus upon maintaining competitive prices of the product, focus
upon product diversification within the industry, implementing technological advancements
within the organisation to improve the organisational efficiency, focus on the product
innovation within the industry (Salavou, 2015).
5. Ethics for Marketers
Telemarketing and the junk mails are often classified as an area of ethical conflict for
the marketers, as the emails and the calls are focused on targeting the customer based on his
past purchase or is of his interest. The telemarketers ensure that the ethics are being followed
during the process and follows the ethical guidelines, such as monitoring the calls and emails,
ensuring that the calls are not being made during calling hour restrictions (DMA, 2014).
Do and Don’ts for the marketers.
The marketers should ensure that the details that are being provided to the customers
is genuine and does not mislead the customer. The marketer is required to focus upon
analysing the needs and requirements of the customer before developing a marketing plan.
The marketing plan developed should not be only focused on organisational profit
maximization (Bendle & Bagga, 2016).
6. Strategies to improve sales of an existing product
The organisation is required to focus upon the market penetration strategy to improve
its sale for the existing FMCG product within the existing market. Ansoff matrix defines that
the organisation can effectively increase its sale by adopting market penetration strategy