Download The Research of Marketing in Leisure Industry The definition of

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The Research of Marketing in Leisure Industry
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The definition of Marketing Management
Marketing management is a business discipline which is focused on the
practical application of marketing techniques and the management of a firm's
marketing resources and activities.
• Marketing
• AMA (American Marketing Association):
---Marketing is the process of communicating the value of a product or service to
customers. Marketing might sometimes be interpreted as the art of selling products,
but sales is only one part of marketing.
---As the term "Marketing" may replace "Advertising" it is the overall strategy and
function of promoting a product or service to the customer.
• Key concepts of Marketing
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Product marketing
• Product marketing deals with the first of the "7P"'s of marketing,
which are Product, Pricing, Place, Promotion, Physical Environment,
Process & People.
Pricing
• Pricing is the process of determining what a company will receive in
exchange for its products. Pricing factors are manufacturing cost,
market place, competition, market condition, and quality of product.
Distribution
• Distribution is the process of making a product or service available for
use or consumption by a consumer or business user.
Service
• A service is a set of one time consumable and perishable benefits.
Retail
• Retail is the sale of goods and services from individuals or businesses
to the end-user.
Brand management
• Brand management is a communication function that includes analysis
and planning on how that brand is positioned in the market, which
target public the brand is targeted at, and maintaining a desired
reputation of the brand.
Account-based marketing
• Account-based marketing (ABM), also known as key account
marketing, is a strategic approach to business marketing in which an
organization considers and communicates with individual prospect or
customer accounts as markets of one.
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Ethics
• Marketing ethics is the area of applied ethics which deals with the
moral principles behind the operation and regulation of marketing.
Effectiveness
• Marketing effectiveness is the quality of how marketers go to market
with the goal of optimizing their spending to achieve good results for
both the short-term and long-term.
Key concepts of Marketing
Research
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Market research is any organized effort to gather information about
markets or customers.
Segmentation
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Market segmentation is a marketing strategy that involves dividing a
broad target market into subsets of consumers who have common
needs.
Strategy
• Marketing strategy is a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals
of increasing sales and achieving a sustainable competitive advantage.
Activation
• Marketing activation is the execution of the marketing mix as part of
the marketing process. The activation phase typically comes after the
planning phase during which managers plan their marketing activities
and is followed by a feedback phase in which results are evaluated
with marketing analytics.
Management
• Marketing management is a business discipline which is focused on
the practical application of marketing techniques and the
management of a firm's marketing resources and activities.
Dominance
• Market dominance is a measure of the strength of a brand, product,
service, or firm, relative to competitive offerings. There is often a
geographic element to the competitive landscape.
Marketing operations
• Marketing Operations is the function responsible for marketing
performance measurement, strategic planning and budgeting, process
development, professional development, and marketing systems and
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data.
Social marketing
• Social marketing is the systematic application of marketing, along
with other concepts and techniques, to achieve specific behavioral
goals for a social good. (ex. Seat belt)
Identity
• A corporate identity is the overall image of a corporation or firm or
business in the minds of diverse publics, such as customers and
investors and employees.
Marketing Manager
Marketing managers are often responsible for influencing the level, timing,
and composition of customer demand accepted definition of the term.
Role of a Marketing Manager
The role of a marketing manager can vary significantly based on a business's
size, corporate culture, and industry context.