Marketing 443

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Marketing 443

• Strategic Role of Marketing Management

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What is marketing?

• Marketing is

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What is marketing management?

• Marketing management is

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A Marketing Manager is

• A boundary spanner.
• Interpersonal activities.
• Informational activities.
• Decisional activities.

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External environment
Internal environment
Marketing Sales
Competition
R D
Consultants Advisors
Consumers
Marketing Manager
Other internal information sources
Other Organizations
Retailers Wholesalers
Finance Accounting
Other Publics
Production
Suppliers
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What is strategic marketing management?

• Making marketing decisions based on
• concrete market data
• thorough and logical analysis
• desired direction
• an understanding of marketing mix synergies