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TYPES OF MARKETING MANAGEMENT


Types of Marketing Management

     The tasks of marketing management cannot be generalized. The tasks of marketing management have a positive correlations with the prevailing demand state of the productions and service of the company. The fundamental tasks of the marketing manager is to explore fully the prevailing opportunities.

(a) Conversional Marketing:  In the negative demand state, unfavorable public opinion prevails regarding any product or service. In the initial stage, there was a negative demand in India for the L.P.G., but now there are long consumers’ waiting list. In the face of negative demand, the task of marketing manager is to find out the reasons of disliking and then to prepare sound promotional appeals to create a favourable opinion. This conversational marketing.

(b) Stimulation Marketing: When a marketing company introduces an innovative product in the market stimulation marketing is required. Since the product or service is totally new for the market there is no demand for the product. It requires formulation of effective appeal to convince the target customers how the product satisfies specific needs. The success of the ‘Tea Industry’ in India is the best example of stimulation marketing.

(c) Development Marketing: Development marketing is used in the latent demand situation. Hidden marketing opportunities require the development of suitable products and service for the specific market segment. In the latent demand situation, particular market segment has money as well as desire to purchase the product, if a suitable product offered. The success story of ‘Maruti Car’ is an example of developmental marketing.

(d) Remarketing: Remarketing is used in the faltering demand situation. It is used when the demand of product or service is declining. In order to procure the previous demand level, the basic marketing task is to revitalize demand with the help of alteration and modifications in the product, change in the package or by creation of some new specific feature in the product.


(e) Synchro-Marketing: Due to certain reasons when the demand sate is irregular in nature, the task of marketing manager is synchro-marketing. “Hotel and Resorts” in hilly areas have sufficient booking in winter and overbooking in summer. In this case the task of marketing manager is to design effective incentives and attractions to lure customers in winter.

(f) Maintenance Marketing: In the situation where the demand of the product is equal to the expected level, the main task marketing manager is to maintain the demand. It is not easy to maintain the sales level and market alike in the full demand situation. Keeping in view the competition, changing consumer needs and so many external factors, it is not easy to maintain to present quantum of sales. The task of maintenance marketing requires strategic marketing planning (SMP), in which efforts are made to identify the rapid changes taking place in the market and to take suitable remedial measure to deal with the changed situation.


(e) Demarketing: This task of marketing management is applicable when the demand of the product is above the expected level of supply. In the case of over popularity of the product and temporary shortage of the product, the marketing manager tries to limit the consumption. In the case of natural resources, the government as well as marketers use strategies to motivate the consumers for the rational use of the products. This is Demarketing task.

(e) Counter Marketing:  There are several products which have goods sales and high profits, but they have their advance impact on the larger welfare of the society and mankind. For example, baby milk powder, hard drugs, cigarettes and alcohol etc. have good marketing prospects, but their use is not in the interest of consumers. Therefore, when unwholesome demand exists, a suitable strategy us needed to destroy the demand. The message, “Mother’s milk is the best” on the package of baby milk powder is an example of counter marketing.  

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