Marketing Management

Role of Marketing
 Role of marketing at various
levels in organization
• Corporate level( Corporate Marketing)
• SBU level (Strategic Marketing)
• Operating level ( Marketing
Management)
 Corporate level( Corporate Marketing)
• To promote a customer orientation by being a
strong advocate for the customer point of view, as
called for the marketing concept.
• To assess market attractiveness by analyzing
customer’s need and requirement, as well as
competitive offerings in the markets potentially
available to the firm, to assess potential
competitive effectiveness.
• To develop the firms overall value proposition in
terms reflecting customers’ needs and to articulate
it to the market place and through out the firm
 SBU level (Strategic Marketing)

• To determine how to compete ( market

segmentation, targeting and product
positioning ) in your chosen business
through a more detailed and careful analysis
of competitors and of the firms’ resources
and skills for competing in specific market
segments.
• To decide when and how to partner
Operating level ( Marketing Management)

• To formulate and to implement marketing

programs based oin marketing mix –
products, pricing , distribution and
marketing communications.
• To manage customer and reseller
relationships.