Task of Marketing
Marketing management task
Marketing management is essentially demand management. The primary task of
marketing function is to simulate and attract demand for the company‟s product and
services. However, it is also performs the task of regulating the levels, timing and charter
of demand in a way that would help the company to achieve its objectives. In the process,
marketing management must deal effectively under distinguishable demand states.
2.1.2 Conversional Marketing
This is associated with a state of negative demand for a product of services in a
market. In other words, negative demand exist for a product or services when substantial
or majority consumers show a dislike and do not patronize it. For example the TATAs and
RPG‟s venture in to mushroom producing involving projects multi-core rupee investments
recently. They targeted US European market and not the Indian domestic market.
Mushroom products must explore the state of negative demand in the domestic market
keeping in the mind that the vegetarian consumers may resist the product because of
beliefs, values, sentiments whereas the non – vegetarian customers may not show adequate
interest because the packaged mushroom so expensive.
The challenges of negative demand to marketing management is to develop a plan that will
cause demand to rise from negative to positive. The marketing task is known as
2.1.3 Developmental Marketing
Developmental marketing is associated with a state of latent demand where a
substantial number of customers in the market strongly share the need for a
product/services that does not exist at all. For instance, the growing middle class
constitutes a good market for passenger
Cars at affordable price in India. In fact, owning a passenger car is the ultimate dream of
an Indian middle class family. But the Indian auto industry does not offer a car at an
affordable price to full the dream of a middle class family. When Maruti – Suzuki
launched its 800 CC vehicle in 1980‟s, it was promised as a „common man‟s car‟. But
steadily rising price has not fulfilled the middle class dream.
It is associated with a state of faltering demand – a state In which the demand for a
product or services is less than its used to be and further decline is expected in the absence
of some remedial efforts. The challenge of faltering demand is revitalization and the
marketing task is remarketing. In these days of hi – tech products, many traditional
products loose demand. For example, these days Indian consumers exhibit a strong
interest and desire for fast – foods and processed items rather than traditional foods. The
remarketing strategy of traditional food providers warrants search for new propositions
to the changed markets, for e.g., highlighting that traditional food is good for health.
2.1.5 Maintenance marketing
Full demand is a state in which the current level of demand for a product or
services is equal to the desired level. The task of the marketing management is to monitor
the demand level continuously and maintain. This is called maintenance marketing and its
calls for maintaining efficiency in carrying out marketing activities and being vigilant in
spotting new forces that threatens to erode the demand for a particular product or service.
In these days of cutthroat competitive environment and ever advancing technology,
maintenance full demand for a product or service seems to be a distant reality. However
marketing task is also concerned with tactical issues such as keeping the price right,
improving product quality, motivating field sales forces and distributors, keeping control
over costs etc as means for maintain demand.