The Complete Guide To Marketing Management: Everything You Need To Know

the five steps in the marketing management process

Marketing management is a process that involves the planning, organizing, directing, and controlling of marketing activities to achieve organizational objectives.

It is responsible for the development and implementation of marketing plans and programs, which shape the company’s overall image and determine its success or failure. Marketing management thus occupies a strategic position within companies, and its decisions can have far-reaching consequences.

It creates value for a company through the planning and execution of marketing goals and objectives. Marketing management also encompasses market research, target market selection, positioning, pricing, branding, product/service development, lead generation, and customer relationship management (CRM).

The role of marketing management

Marketing management is the process of creating value for a company through the planning and execution of marketing objectives. It is thus the responsibility of marketing managers to create strategies that will increase demand for their company’s products and services, and to oversee all aspects of the marketing process.

Some of the key responsibilities of marketing managers include market research, product development, branding, pricing, target market selection, and advertising and promotion. They must also be able to effectively manage a team of marketing professionals, and ensure that all marketing activities are in alignment with the company’s overall business strategy.

The goal is to create value for the customers and to build long-term relationships with them. Hence, marketing management involves creating a strategy that will identify the needs and wants of customers, and then developing a plan to meet those needs.

It is essential to have a good understanding of what motivates customers so that marketing efforts can be targeted in the right way.

The process of marketing management

Marketing management involves the coordination and management of marketing resources to meet the organizational objectives. The process includes developing marketing plans, creating and managing budgets, and measuring and analyzing marketing performance.

The marketing management process is the system by which companies plan and execute marketing activities.

The process begins with the formulation of marketing objectives, which are specific goals that the company wants to achieve. Once the objectives are set, the company must determine the target market and develop a marketing strategy. The marketing strategy outlines how the company will reach its target market and achieve its objectives.

It is a strategic process that focuses on the customer and attempts to create a unique competitive advantage for the company. There are five steps in the marketing management process:

  • 1. Planning: In this step, the company develops a marketing plan that defines its goals and strategies.
  • 2. Execution: The marketing plan is put into action, and the company executes its marketing activities.
  • 3. Measurement: The company measures the results of its marketing activities to see how well they are performing.
  • 4. Analysis: The company analyzes the results of its marketing activities to see what is working and what needs to be changed. 5. Improvement: Based on the analysis, the company makes changes to its marketing plan to improve its results.

Marketing Management and Strategy

Marketing management and strategy is one of the most important aspects of any business. It is the process of creating and executing a plan to promote and sell products or services. Marketing management and strategy includes the planning, execution, and control of all marketing activities. It is essential for businesses to have a well-defined marketing strategy in order to be successful.

There are several key elements of marketing management and strategy that should be considered. The first is the overall marketing objectives and goals. These should be clearly defined and aligned with the company’s overall business objectives.

The second element is the target market. This should be defined based on customer needs and preferences, as well as the company’s strengths and weaknesses.

The third element is the marketing mix, which includes the various marketing channels and tactics that will be used to reach the target market.

The fourth element is the budget and resources that will be allocated to marketing activities.

And finally, the fifth element is the monitoring and evaluation process, which should be used to track progress against objectives and make necessary adjustments.

Marketing Research

Marketing research is the process of gathering, analyzing and reporting information to help organizations make sound marketing decisions. It is a critical component of any successful marketing strategy.

There are a number of different methods marketers can use to gather information for their research projects. The most common are surveys, focus groups, interviews, and secondary research.

Surveys are a popular way to gather information from a large number of people. Marketers can use surveys to ask people about their opinions on a product or service, their buying habits, or their thoughts on a particular topic.

Focus groups are another way to get feedback from consumers. In a focus group, a small group of people is brought together to discuss a product or service. This allows marketers to get feedback from a variety of people, and to see how different people react to the same thing.

a people talking together for customer interview
Photo by Mikhail Nilov on

Interviews are another way to get feedback from consumers. In an interview, a marketer will talk to one person at a time about their thoughts on a product or service. This allows the marketer to ask specific questions and get detailed feedback.

How to conduct customer interviews?

Interviews can be conducted in person, over the phone, or online. They can also be done one-on-one or in a focus group setting.

One of the benefits of interviews is that they can help marketers get to know their customers on a personal level. This can help them create products and services that better meet the needs of their target market.

Interviews can also help marketers identify potential problems with their product or service. This information can help them make changes before the product is released to the public.

Once the data has been collected, it must be analyzed and interpreted. This is where market research analysts play a crucial role. They take the data and turn it into actionable insights that help marketers make informed decisions about their products, services, and marketing strategies.

Segmentation, Targeting and Positioning

Marketing segmentation, targeting and positioning is the process of dividing a market into segments and then selecting one or more segments to focus on. The purpose of this process is to identify the needs and wants of a particular group of people so that the company can create a product or service that meets those needs and wants.

Segmentation, targeting and positioning (STP) identifies a company’s potential customers and creates a marketing mix that will appeal to them. STP divides a market into homogeneous groups of customers who have similar needs and wants, and then designing a marketing mix that will appeal to each group.

There are three main steps in the marketing segmentation, targeting and positioning process:

  • 1. Segmentation: This step involves dividing the market into smaller groups based on certain characteristics, such as age, gender, income, occupation, or location.
  • 2. Targeting: Once the market has been segmented, the next step is to choose which segments to target. This involves selecting the groups of consumers that offer the best opportunities for success.
  • 3. Positioning: The final step is to position the product or service in the minds of consumers. This involves creating a unique image or identity for the product that sets it apart from the competition.

Product Management

In order to successfully market a product, managers must have an understanding of product management. Product management is a process that defines the roadmap for a product and how it will be developed and marketed. The goal of product management is to ensure that the product meets the needs of the customer while still achieving business goals.

This process begins with the initial definition of the product and ends with its retirement or replacement. In between, managers must make strategic decisions about how to position and price the product, how much to produce, and when and where to advertise it. They also work with design teams to create prototypes and oversee the manufacturing and distribution process.


It’s important for marketers to understand the psychology of pricing and how it affects consumer behavior. When it comes to marketing, pricing is one of the most important factors that influence consumer behavior. It can be used to drive sales, increase profits, or attract new customers.

There are a variety of pricing strategies that marketers can use when pricing their products. The most important factor to consider when setting prices is the customer’s perceived value of the product. Other factors to consider include production costs, competition, and desired profits.

Marketers can use a variety of pricing strategies to set the right price for their products. Some common pricing strategies are cost-based pricing, market-based pricing, and demand-based pricing. Each strategy has its own benefits and drawbacks, so marketers should carefully consider which strategy will work best for their product.


There are a number of ways to promote a business, product, or service. The most important element of promotion is to know your audience and to target them with the correct message. Once you have a clear understanding of your target market, you can begin to craft a promotional strategy that will reach them.

There are a variety of promotional tools available to businesses, and each has its own strengths and weaknesses. Some common methods of promotion include advertising, public relations, and direct marketing. Each of these tools can be used effectively to reach your target market. However, it is important to tailor your approach to each individual marketing tool in order to achieve the best results.

Advertising is one of the most common methods of promotion. It involves creating a message that is displayed to the public, usually through television, radio, or print media. Advertising can be expensive, but it is often very effective in reaching a large number of people.

Public relations is another common form of promotion. It involves creating positive relationships with the media and other key influencers in order to promote your business or product. PR can be less expensive than advertising, and it can be very effective in building brand awareness.

Direct marketing is a method of promotion that involves sending targeted messages directly to consumers. This can be done through mail, email, or telephone contact. Direct marketing is often used to generate leads or sell products and services.

Place (Distribution)

The right place can make all the difference for a business. It can mean the difference between a thriving company and one that barely survives. The right place can also be the determining factor in how successful a company’s marketing campaigns are.

There are three factors to consider when it comes to place in marketing management: the product, the customer, and the competition. Each of these factors must be considered when choosing a place for a business.

The product is what the company sells.

Its characteristics – such as quality, features, and price – must be taken into account when choosing a place. A company that sells high-quality products may want to locate in a wealthier area, while a company that sells lower-priced products may want to locate in an area with more working-class residents.

The customer is the person who buys the product.

The company must consider what type of customer it wants to attract and then choose a place that is likely to have those customers. A company that wants to attract wealthy customers may want to locate in an upscale area, while a company that wants to attract working-class customers may want to locate in a less affluent area.

The competition is the other businesses that sell similar products.

The company must consider how much competition it will face and then choose a place where it can compete effectively.

If a company is selling a product that is already available from several other sources, it will be difficult to succeed unless the company can find a way to differentiate its product from the others. In some cases, a company may be able to undercut the competition on price, but this strategy can be risky if the competition decides to match the lower price.


Marketing management can seem like a daunting task, but with the right tools and resources, it can be a breeze.

Thank you for reading our guide to marketing management. This is by no means an exhaustive resource, but it will give you a good starting point to begin learning about this important topic. If you’re looking for more detailed information, or if you need help implementing marketing management techniques, please contact us today. We would be happy to help!

By BMB Staff

Business Management Blog is your online resource for business management and strategy articles, insights, ideas and tools. We talk about Business Management, Strategy, Customer Experience, Employee Engagement, Leadership and Career Growth. Subscribe to the blog to get updates about new posts.

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