Free Marketing Dissertations - Marketing As A Concept Means The Ability To Sell The Right Goods At The Right
Marketing as a concept means the ability to sell the Right goods at the Right Place, to the Right People, of Right Quality and at the Right Price. Marketing was often considered as something that can’t be learnt, it is something that has to come from within, a quality that a person is born with. As the world was not as advanced as it is today marketing to the masses was the only way to get a big chunk of the business. There was less diversification in the people’s choices and preferences as well, that made it very easy to figure out what was liked and disliked by the customers. Companies used to have huge margins on their products as there was less competition.
Today it is different, every organization can have a market for themselves and due to the increasing competition and the variety available to customers the Marketing managers have to make products which maybe similar but not same as others, to find a niche for their product. In that way every company that follows this exercise can get a share of the market. But like the past it is not only the hard work that can get companies to such a position. Various analytical and innovative skills are required by managers to sustain in the today’s market. Today’s marketing world is changing so rapidly that the ability to change itself is considered as a Competitive Advantage.
I don’t think that the current skills set of the marketing managers is enough to help them increase or sustain the market share of their organization. According to me they lack the following skills: -
1) The skill to understand and adapt to the Changing Environment: -
The world is changing rapidly. Different customers need different products and different products need better knowledge and infrastructure. A manager must be able to understand the change and adapt to it instantly. A delay in change will lead to a loss in the market share and customer confidence. Managers must have the skill to change with the changing scenario. The choices and preferences of customers change every minute today. Within a snap a company can loose its customers. The speed and accuracy will prove the marketing ability of the manager. Every competitor comes up with a different kind of a product which is making it really difficult for managers to cope up with. These environments could be Political, Economical, Social, etc. For example: Many products are banned by countries like drinking alcohol being banned in Gujarat, India. In such a situation the mangers should have the ability and skills to find alternate solution to the problems like making new products or changing markets, etc.
2) The ability to understand new technology: -
Any business activity gaining success has to back by knowledge and experience. Experience and knowledge is with such managers who are not being able to cope up with new technology.
Dissertations - Free Marketing Dissertations
