-
1 marketing management
Mktgone of the main management disciplines, encompassing all the strategic planning, operations, activities, and processes involved in achieving organizational objectives by delivering value to customers. Marketing management focuses on satisfying customer requirements by identifying needs and wants, and developing products and services to meet them. In seeking to satisfy customer requirements, marketing goals to build long-term relationships with customers and with other interested parties and to provide value to them. This begins with market research, which analyzes needs and wants in society, and continues with attracting customers and the cultivation of mutually beneficial exchange processes with them. Tools used in this process are diverse and include market segmentation, brand management, PR, logistics, direct response marketing, sales promotion, and advertising. -
2 management
Gen Mgt, HRthe use of professional skills for identifying and achieving organizational objectives through the deployment of appropriate resources. Management involves identifying what needs to be done, and organizing and supporting others to perform the necessary tasks. A manager has complex and ever-changing responsibilities, the focus of which shifts to reflect the issues, trends, and preoccupations of the time. At the beginning of the 20th century, the emphasis was both on supporting the organization’s administration and managing productivity through increased efficiency. Organizations following the models of Henri Fayol and Max Weber built the functional divisions of personnel management, production management, marketing management, operations management, and financial management. At the beginning of the 21st century, those original drivers are still much in evidence, although the emphasis has moved to the key areas of competence such as people management. Although management is a profession in its own right, its skill-set often applies to professionals of other disciplines. -
3 marketing
Mktg -
4 brand management
Mktgthe marketing of one or more proprietary products. Brand managers (see product management) have responsibility for the promotion and marketing of one or more commercial brands. This includes setting targets, advertising, and retailing, and coordinating all related activities to achieve those targets. In the case of multiple brand management, consideration needs be given to questions relating to the treatment of the brands as equal or as having some differentiating value. This may affect the amount of resources committed to each brand. -
5 event marketing
Mktgthe promotion and marketing of a specific event such as a conference, seminar, exhibition, or trade fair. Event marketing may encompass corporate hospitality activities, business or charity functions, or sporting occasions. The planning, marketing, and managing of the function on the day are sometimes entirely outsourced to companies specializing in event management. -
6 customer relationship management
Mktgthe cultivation of meaningful relationships with actual or potential purchasers of goods or services. Customer relationship management aims to increase an organization’s sales by promoting customer satisfaction, and can be achieved using tools such as relationship marketing.CRM is particularly important in the sphere of e-commerce, as there is no personal interaction between the vendor and the customer. A Web site therefore has to work hard to develop the relationship with customers and demonstrate that their business is valued. A CRM system generally includes some or all of the following components: customer information systems, personalization systems, content management systems, call center automation, data warehousing, data mining, sales force automation, and campaign management systems. All these elements combine to provide the essentials of CRM: understanding customer needs; anticipating their information requirements; answering their questions promptly and comprehensively; delivering exactly what they order; making deliveries on time; and suggesting new products that they will be genuinely interested in.Abbr. CRMThe ultimate business dictionary > customer relationship management
-
7 product management
Mktga system for the coordination of all the stages through which a product passes during its life cycle. Product management involves control of a product from its innovation and development to its decline. The process is coordinated by a product manager who focuses on the marketing of the product but may also be responsible for pricing, packaging, branding, research and development, production, distribution, sales targets, and product performance appraisal. This cross-departmental approach is based on the theory that a dedicated product management system will lead to tighter control over the product, and thus higher sales and profits. A brand manager fulfills a similar function to a product manager, concentrating on products within one brand. -
8 venture management
Gen Mgtthe collaboration of various sections within an organization to encourage an entrepreneurial spirit, increase innovation, and produce successful new products more quickly. Venture management is used within large organizations to create a small-firm, entrepreneurial atmosphere, releasing innovation and talent from promising employees. It cuts out bureaucracy and bypasses traditional management systems. The collaboration is generally between research and development, corporate planning, marketing, finance, and purchasing functions. -
9 retail management
Mktgmarketing or financial support aimed at improving the performance of retail outlets -
10 Drucker, Peter F.
(b. 1909) Gen MgtU.S. academic. Recognized as the father of management thinking. His earlier works studied management practice, while later he tackled the complexities and the management implications of the postindustrial world. The Practice of Management (1954), best known perhaps for the introduction of management by objectives, remains a classic. He also anticipated other management themes such as the importance of marketing (see marketing management) and the rise of the knowledge worker. -
11 consumerism
Mktgthe influence of the general public, as end users of products and services, on the way companies manufacture and sell their goods. Consumers exert considerable power over companies as organizations become more customer-focused. Demand is rising for products that are high quality, ethically produced, well priced, and safe, and consumerism pressurizes companies to operate and produce goods and services in accordance with the public’s wishes. In fact, the aims of consumerism are not at odds with those of marketing (see marketing management), as both have the end goal of pleasing the consumer. In practice, however, marketing does not always succeed, and there is still a need for legislation to back up the right of consumers to demand products that are of good quality and for consumer protection bodies that influence the commercial world on consumers’ behalf. A particular form of consumer pressure, motivated by environmental concerns, is green consumerism, which campaigns for environmentally friendly goods, services, and means of production. -
12 Kotler, Philip
(b. 1931) Gen MgtU.S. academic. Acknowledged as an expert in marketing theory, which he has made a major business function and academic discipline, and which he explained in Marketing Management (first published 1980). -
13 external communication
Gen Mgtthe exchange of information and messages between an organization and other organizations, groups, or individuals outside the formal structure of the organization. The goals of external communication are to facilitate cooperation with groups such as suppliers, investors, and shareholders, and to present a favorable image of an organization and its products or services to potential and actual customers and to society at large. A variety of channels may be used for external communication including face-to-face meetings, print or broadcast media, and electronic communication technologies such as the Internet. External communication includes the fields of PR, media relations, advertising, and marketing management. -
14 MIS
abbr. Gen Mgtmanagement information system: a computer-based system for collecting, storing, processing, and providing access to information used in the management of an organization. Management information systems evolved from early electronic data processing systems. They support managerial decision making by providing regular structured reports on organizational operations. Management information systems may support the functional areas of an organization such as finance, marketing, or production. Decision support systems and EISs are types of MIS developed for more specific purposes. -
15 manager
Gen Mgta person who identifies and achieves organizational objectives through the deployment of appropriate resources. A manager can have responsibilities in one or more of five key areas: managing activities; managing resources; managing information; managing people; and managing himor herself at the same time as working within the context of the organizational, political, and economic business environments. There are managers in all disciplines and activities, although some may not bear the title of manager. Some specialize in areas such as personnel, marketing, production, finance, or project management, while others are general managers, applying management skills across all business areas. Very few jobs are entirely managerial, and very few exist without any management responsibilities. It is the capability to harness resources that largely distinguishes a manager from a non-manager. -
16 administrative expenses
Finthe cost of management, secretarial, accounting, and other services which cannot be related to the separate production, marketing, or research and development functions -
17 customer focus
Mktgan organizational orientation toward satisfying the needs of potential and actual customers. Customer focus is considered to be one of the keys to business success. Achieving customer focus involves ensuring that the whole organization, and not just frontline service staff, puts its customers first. All activities, from the planning of a new product to its production, marketing, and after-sales care, should be built around the customer. Every department and every employee should share the same customer-focused vision. This can be aided by practicing good customer relationship management and maintaining a customer relations program. -
18 departmentalization
Gen Mgtthe division of an organization into sections. Departmentalization is usually based on operating function, and organizations will commonly have departments for, for example, finance, personnel, or marketing. Such organizational structure is typical of a bureaucracy. It may be used in centralization, when a particular activity is undertaken by one department in one location on behalf of the whole organization, but may equally be a feature of a decentralized organization, in which departments are used as individual operating units responsible for their own management. -
19 interdependency concept
Finthe principle that management accounting, in recognition of the increasing complexity of business, must access both external and internal information sources from interactive functions such as marketing, production, personnel, procurement, and finance. This assists in ensuring that the information is adequately balanced. -
20 profit center
Gen Mgta person, unit, or department within an organization that is considered separately when calculating profit. Profit centers are used as part of management control systems. They operate with a degree of autonomy with regard to marketing and pricing, and have responsibility for their own costs, revenues, and profits.
См. также в других словарях:
Marketing management — Marketing Key concepts Product marketing · Pricing … Wikipedia
marketing management — The planning and implementation of programmes designed to create, build, and maintain sales of a product. This is achieved by the marketing mix … Big dictionary of business and management
marketing management — / mɑ:kɪtɪŋ ˌmænɪdʒmənt/ noun the organising of a company’s marketing … Marketing dictionary in english
Enterprise Marketing Management — Enterprise Marketing Management, kurz EMM steht für das ganzheitliche und prozessorientierte Management der gesamten Marketing und Vertriebskette in größeren Unternehmen. Inhaltsverzeichnis 1 Zielsetzung 2 Unterkategorien 3 Siehe auch 4 … Deutsch Wikipedia
Enterprise marketing management — defines a category of software used by marketing organizations to manage their end to end process from gathering and analyzing customer data across websites and other channels, to planning, budgeting and managing the creative production process,… … Wikipedia
Enterprise Marketing Management (EMM) — Enterprise Marketing Management категория программных продуктов, используемых в качестве платформы для автоматизации маркетинговых процессов предприятия, начиная от сбора и анализа информации о клиентах, и заканчивая составлением планов,… … Википедия
Association of International Product Marketing & Management — The Association of International Product Marketing Management (AIPMM) is a professional association for product managers, founded in 1998. It has approximately 8,000 members worldwide. It runs certification courses for product managers and… … Wikipedia
Marketing performance measurement and management — Marketing Key concepts Product marketing · Pricing … Wikipedia
Marketing operations — Key concepts Adobe • Automation • Benchmarking Best Practices • Budget Cisco Systems • CMO Data Privacy • Data Quality Data Warehouses • Database Marketing Demand Generation Digital Asset Management Enterprise… … Wikipedia
Marketing research — Marketing Key concepts Product marketing · Pricing … Wikipedia
Marketing operations management — Marketing Key concepts Product marketing · Pricing … Wikipedia
