TABLE OF CONTENTS Marketing can be viewed as:
This theme explores why marketing and customers are an important aspect of management and who your customers are. Without a clear understanding of the organisation s orientation towards its customers, a manager will fail to contribute effectively to its profitability and sustainability. This is presented as a framework for market orientation and is intended to support managers in making a contribution to the growth and development of the organisation.
The Chartered Institute of Marketing (CIM) definition below illustrates that marketing is much more than just a concept.
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Source: Chartered Institute of Marketing (2006)
According to the CIM definition, marketing is actually a planned, organised and ongoing activity. If undertaken correctly, marketing can provide the organisation with the ability to differentiate and compete more effectively.
The strategic importance of pricing, branding and positioning is explored in this theme to set the context for profitability and growth.
In this theme you will:
Learn about market orientation and what it means for you as a manager
Understand the marketing mix and its contribution to growth and development
Recognise and develop customer groups and set aims, targets and conditions for success
Understand what resources are required for effective market orientation.
Organisations that have successfully adopted the marketing concept are said to be market oriented. This means they have progressed from focusing on what...
