Under the total marketing concept the objective is to manage the business in such
a way as to make and sell what the customer wants at a reasonable price that he is willing
to pay and with product characteristics that he wants in the product. These products
should be made available when and where the customer wants them to be made
obtainable. In short all aspects of the business must be consumer oriented. The marketing
manager must perform all such functions which are necessary to this objective. A
systematic marketing management requires the crystallizing of the company‟s overall
objectives and determining consistent marketing objectives.
The following are considered the basic functions of a marketing manager:
2.5.1 Integrated Marketing
The marketing manager has to take decisions in various elements of the marketing
mix in an integrated way. The customer does not pay attention only to the price of a
product but there are other factors also which affect his decision to purchase a particular
product. He is influenced by the firm‟s advertising and promotional strategy and the
convenience of the distribution arranged from the customer‟s view point. The marketing
manager has to keep his company‟s interests in mind. He tries to reduce the cost of
marketing the products while at the sometime winning the goodwill of the customers. He
also strives to maximize the sales and profits for his company. The task is pretty difficult
and requires constant control and evaluation resulting in improvements in planning of the
marketing strategy. The marketing manager coordinates the activities of all the
departments in a productive unit. The production department, finance departments etc.
adjust their policies on the direction and suggestion of the marketing executive. His task is
therefore very important. Under integrated marketing some of the important activities of
the marketing management are as follows.
(a) Collection of necessary information regarding marketing.
(b) Analyzing the data and draw conclusions.
(c) Product development.
(d) Search and development of new marketing techniques.
(e) To check out detailed marketing programme.
(f) To implement that marketing programme.
(g) To coordinate between the wants of the customers and their satisfaction.
2.5.2 Determining Objectives
The marketing objective should be broad enough and should be based on
situational analysis, i.e., the position in which the company is operating and the nature of
its customers. It is in the light of the overall company objectives that the overall marketing
objectives have to be fixed. The chief executive must know in specific terms whether he
wants a return on investment of say 12 percent after taxes or whether his company wants
to be a price leader. He must also crystallize the product objectives, pricing objectives
distribution strategy objectives and his promotional objectives. All these objectives should
be integrated and directed toward his overall marketing objectives.
2.5.3 Product Policy
The marketing executive should be very clear in his mind as to the type of
customers for whom his products are intended. His product policy objectives must be in
terms of customer orientation and are in conformity of the overall marketing objectives.
2.5.4 Proper Planning
Planning is deciding in the present what to do in the future. All firms carry out
some sort of planning. The marketing manager has to plan how the objectives that have
been determined be implemented. For proper planning the marketing manager has to
perform the following tasks.
(a) Marketing research, forecasting the demand and developing the marketing
(b) Determining product line strategy and planning for product diversification.
(c) Planning sales policies and their implementation.
(d) Planning the long term marketing programme.
(e) Co-ordinating the activities of production, finance and service departments.
2.5.5 Selling
The marketing executive performs the following functions in regard to selling:
a. To direct the sales manager to regulate sales.
b. To organize sales territories and to fix their sales quota.
c. To select and train personnel for the sales department and organize sales.
d. To organize and develop distribution channels.
e. To advertise and organize sales promotion and public relations.
2.5.6 Service
After-sales service is regarded as an essential part of modern marketing
management. In fact all the functions of the management are integrated and it is realized
that the company policies and operations should be customer oriented. The maximum
satisfaction of the consumers should be the primary concern of marketing. Customer‟s
satisfaction should be considered to the first motto. The complaints and the suggestions of
the customers would be promptly attended to by the marketing management division.
We can summaries the functions of a marketing manager thus:
a. To work with top management and set the marketing policies;
b. To supervise the co-ordinate various activities
c. To find out new markets;
d. To evaluate the product;
e. Development of new products;
f. To select the channels and methods of Distribution;
g. To formulation, coordinate and supervise the marketing programme;
h. To study economic and political conditions in context to their influences on the sale of
the products.
Marketing manager is responsible to Society. he serves as a link between the organization
and the society. he puts the demand of the people in society before the concern and brings
the company‟s product to the people in society. He owes great responsibility to the society
at large. His main responsibilities to the society are:
(i) Consumer Satisfaction
Consumer satisfaction is the fundamental principle of modern marketing concept.
The marketing manager studies the consumers behaviors, their preferences, tastes, and
fashions in relation to the products. The endeavors to modify the products according the
needs of the actual users.
(ii) Reducing Product Costs
Reducing product cost is anther obligation of the marketing manager towards the
society. by making the various marketing activities efficient, economical and effective, he
can reduce the costs of the products per unit. It will help the consumers to get goods at
reasonable prices. If the company does not transfer the benefits of the reduced cost to the
customers, and retains the whole of the profits itself, the society is still benefited. In that
case, the retained earnings are invested in the development of new products or they will be
distributed to the shareholders as dividend. In both the cases, society will gain.
(iii) Providing information
One of the obligations of the marketing manager is to provide information about
the qualities of the products of the company in a way the consumers may make up their
minds to purchase the company‟s products. It helps making the image o the company and
its products.
(iv) Marketing Social Needs
He studies the actual wants of the people and organizes production accordingly.
Goods are produced on a large scale at one place. He undertakes the important task of
distribution of goods and looks to the total satisfaction of the consumers.
(v) Providing Employment
A large number of persons are engaged in the marketing activates such as
wholesalers, retailers, advertisers, insurance agents, transporters, bankers, clerks,
salesmen, tec. Thus marketing activities provide employment to large number of people.
Thus, it is evident from the above discussion that the marketing manager is responsible to
the society in many respects which he should execute sincerely.