Marketing Management: Appropriate Business & Marketing Philosophies and Concepts

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Appropriate Business & marketing philosophies and concepts...................................................1
2. Evaluating trends within marketing environment of UK.............................................................4
3. Identifying key opportunities and recommendations over STP, brand building, shaping market
offering, implementation and marketing metrics.............................................................................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Focussing on the practical applications of market-orientation, techniques and methods
within enterprises and organization, along with managing marketing-resources of firm is termed
as the marketing-management (Bakerand Parkinson, 2016). The discipline of organization is
used as a tool for focussing on these various aspects. For increasing the customer base, changing
the opinions of customers about the firm's products and enhancing the perceived value of
company as well, effective marketing management plays an important role.
The report is in context with Mars which is a global manufacturer of confectionery, pet
foods and various other types of food products. It is an American based organization famous for
its products such as Mars bars, Milky Way, M&M's, Skittles, Snickers and Twix. They produce
some non-confectionery snacks as well. It is considered as the top Large FMCG Company
among UK's best workplaces. It is ranked as the 13th best workplace among the Great Place to
Work in UK. The report throws light upon the ways in which effective marketing management
can lead to enhancement of the cited organization.
1. Appropriate Business & marketing philosophies and concepts
Marketing is an organizational function along with this they are having a philosophy of
business and a set of different processes so that they can create, communicate and deliver the
value to consumers. Along with this it helps in providing proper satisfaction to consumers. It is a
managing proves which are responsible for identify and anticipate the requirements of consumers
and fulfill them so that they improve their profitability. Marketing management is the art as well
as science of choosing the target market and keeping and growing consumers by creating,
delivering along with the communicating to the superior consumer value. There are three
different concepts of marketing which can be used by MARS. Marketing is a consumer oriented
process (Hollensen, 2015). Along with this they have to do proper marketing activities and these
activities should be proper co-ordination so that MARS can improve the sales and attain
objective leads to profit maximisation. Marketing orientation is a business model which focuses
on delivering products and services and these merchandise are designed according to consumer
needs, desires and requirements so that they can make the production efficiently and effectively.
There are three components of marketing orientation which is used by MARS and mainly
focuses on long term profit.

 Consumer orientation – Consumer orientation establishes as well as monitors the
standards of satisfaction of consumers and strives to meet the needs and expectations of
end users which are related to product or service which are sold by business.
 Competitor Orientation – When a business is having high competition, it helps in finding
strengths and weaknesses which are related to its competitors. A performance evaluation
includes the production efficiency, pricing as well as delivery times. Moreover, it helps in
providing proper satisfaction to consumer doing innovation and creativity. Further, it
helps in employee retention as well as market share.
 Inter functional coordination – It is a study in which communication as well as sharing
the information or data along with this they have to utilise the proper resources so that
they can collaborate the different departments or the functional areas. Along with this it
helps in maintaining the relationship among employees in MARS.
Marketing is necessary in MARS which helps in making assumptions so that they can adds
the value to the business entity, consumers as well as society (Kotler and et.al., 2015). Along
with this the profitability of MARS is dependent on the value it helps in exceeding the costs
which involved in creating a product.
Philosophy Concept Focus of marketing Aim
Holistic philosophy
of Marketing
This concept has to
recognize the scope,
complexities as well
as inter dependencies
of the marketing
activities.
This concept focuses
on the relationship as
well as performance
of the employees and
also the internal
marketing.
This concept helps in
maintaining the
consumer
relationship as well
as co-creation of
value so that they can
earn and utilise
maximum
profitability for the
long term period.
Marketing
Philosophy which
includes the different
marketing concept
In this employees
have to do market
research so that they
can identify the
needs and wants of
consumers. They
have to achieve
organizational goals
so that they can earn
In the whole
company they have
to put more efforts so
that they can achieve
the consumer
satisfaction and attain
an objective of profit
maximization.
They can earn
maximum profit by
providing the proper
consumer
satisfaction.