The marketing management deals fundamentally with the systematic implementation on the market. Depending on the company and the industry, the focus of tasks varies, but the areas of responsibility are the same:
- Product-related tasks
Goal: Adaptation of the service program
- Product improvement, e.g. regarding quality
- Product differentiation, e.g. introduction of a light variant for food
- Product innovation, e.g. new or additional customer benefit
- Market-related tasks
Goal: Development and opening of markets
- Creation of a product-market-matrix
What opportunities do I have with new or existing products in new or existing markets?
- Customer-related tasks
Goal: Improvement of customer satisfaction
- Improvement of customer processing
- Marketing measures specifically adapted to the customer structure
- Checking whether new customer segments can be addressed with the existing service programme
- Competition-related tasks
Goal: Profiling against competitors
- Search for lasting competitive advantages
- Securing the market position
- Development of market entry barriers
- Company-related tasks
Goal: Create internal conditions for market success
- Optimisation of internal processes
- Motivation of the employees
- Coordination and integration of all market activities
Source: Bruhn, 2019