Shaken & Stirred - Influential Brand Profiling and Positioning

Understanding Marketing Management

Marketing is one of the most important things that any business does. Without marketing, no company can survive. It’s that important. A lack of marketing can mean loss of customers or a poor product. Therefore, businesses are always on the lookout for marketing techniques that will work best for them.

A Standard Definition Of Marketing

Marketing refers to the act that an organization undertakes in order to engage its target market, develop brand awareness so as to capture specific value for sale and promote the sale of its products and services. The various forms of marketing are marketing research, selling activities, selling procedures, and marketing direction. Marketing research helps determine the appropriate selling approach and the appropriate selling platforms. For example, if a company wants to develop a particular selling channel, it will first conduct marketing research. Based on the findings of the marketing research, the appropriate selling approaches can be formulated.

 The difference between a marketing director vs. marketing manager is that a marketing director is responsible for developing the overall marketing strategy, while a marketing manager implements and executes the strategies developed by the marketing director. Also, marketing managers are typically responsible for managing a team of marketers and overseeing the day-to-day operations of the marketing department.


On the other hand, selling activities refer to the steps that a company takes to put the product concept on the market. It starts with establishing the product concept and finalizing the pricing strategy. It continues with the development of the product concept and the formulation of the pricing strategy. It also includes the development of the marketing plan, the collection of selling leads, and the follow-up activities. The marketing plan is used to identify appropriate selling methods that will bring in consumers and profits.

The Various Marketing Procedures 

Marketing procedures include the development of marketing plans, the implementation of the marketing plans, the determination of appropriate selling platforms, and the monitoring of the progress of the marketing plans. It is followed by the determination of appropriate follow-up strategies. One popular strategy nowadays if the use of social media to boost traffic towards a business. Some businesses even buy tiktok followers for this specific purpose. 

Marketing procedures involve regularly monitoring consumer behavior and identifying opportunities in which the product concept or the pricing strategy could be modified to respond to changing consumer behavior. Marketers use the information from these follow-up activities to fine-tune their strategies and to fine-tune the products and the concepts they have developed.

Marketing Strategies Are Usually Developed Based On Market Research And Evaluation

A well-coordinated marketing campaign is then developed to reach the targeted audiences and attract customers. The content of the marketing message needs to be clearly defined. It should include all the essential details of the product concept and the intended marketing activities. The message needs to be developed so that it will be able to convince consumers that it has all the elements that customers need.

Marketers use marketing management processes in order to fine-tune their strategies and to fine-tune their selling platforms. For instance, marketers could use customer satisfaction surveys to find out what consumers need. They could use the results of the surveys to fine-tune their marketing concepts and to develop additional selling platforms. In addition, the process of marketing management allows marketers to measure the effectiveness of their marketing efforts.

Selling Concept And The Selling Process

These are two important marketing concepts that marketers need to master. The selling concept refers to what consumers should get when they purchase a particular product, while the selling process focuses on the way the consumers perceive the value of the product once they have purchased it. Once these concepts are mastered by marketers, they can use them in order to promote the products effectively.


Achieving marketing success requires a lot of time, effort, and creativity. However, once a marketing concept or a selling process is realized, there is no use in reinventing the wheel. The success of a particular campaign relies heavily on how well customers are satisfied with the products after they have been purchased. Through a series of customer satisfaction surveys, marketers are able to find out what characteristics customers find desirable in a product. Through this, they can fine-tune their strategies and come up with campaigns that really work.