Marketing Management: Questions and Answers
National Institute of Business Management
Chennai - 020
FIRST SEMESTER EMBA/ MBA
Subject : Marketing Management
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1. Explain the modern developments in the concept and practice of marketing.
In the modern times, the marketing concept and as a result the practice of marketing management have continued to evolve and develop and will continue to do so in future owing to the rapid development of management and business concepts.
Some of the important developments are as follows:
INTERNAL MARKETING:
Conventionally the role of marketing in the organization has been looked at as being one of focusing externally on the needs of the customer. A recognition of the need for a company-wide marketing orientation and for the development of aspects such as Gummesson’s ‘part-time marketer’s has led to the recognition that the ,marketers and the ,marketing function also need to look inwards to the staff in other functions of the organization and the need to market a customer orientation to these other function. This is now often referred as ‘internal marketing’. According to Ballantyre: Internal Marketing is any form of marketing in an organization which focus staff attention on the internal activities and need to be changed in order to enhance market place performance. Overall internal marketing is aimed at increasing customer awareness throughout the entire organization, together with the motivation of all employees to pay their part in achieving customer satisfaction.
RELATIONSHIP MARKETING:
Perhaps the most significant development in the recent has been the growth of the notion of “relationship’. It is increasingly argued that the traditional concept of marketing do not adequately reflect the recognition of the ‘long term value’ of customer. The argument is that many of the traditional definitions of marketing, although stressing the importance of
Chennai - 020
FIRST SEMESTER EMBA/ MBA
Subject : Marketing Management
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1. Explain the modern developments in the concept and practice of marketing.
In the modern times, the marketing concept and as a result the practice of marketing management have continued to evolve and develop and will continue to do so in future owing to the rapid development of management and business concepts.
Some of the important developments are as follows:
INTERNAL MARKETING:
Conventionally the role of marketing in the organization has been looked at as being one of focusing externally on the needs of the customer. A recognition of the need for a company-wide marketing orientation and for the development of aspects such as Gummesson’s ‘part-time marketer’s has led to the recognition that the ,marketers and the ,marketing function also need to look inwards to the staff in other functions of the organization and the need to market a customer orientation to these other function. This is now often referred as ‘internal marketing’. According to Ballantyre: Internal Marketing is any form of marketing in an organization which focus staff attention on the internal activities and need to be changed in order to enhance market place performance. Overall internal marketing is aimed at increasing customer awareness throughout the entire organization, together with the motivation of all employees to pay their part in achieving customer satisfaction.
RELATIONSHIP MARKETING:
Perhaps the most significant development in the recent has been the growth of the notion of “relationship’. It is increasingly argued that the traditional concept of marketing do not adequately reflect the recognition of the ‘long term value’ of customer. The argument is that many of the traditional definitions of marketing, although stressing the importance of