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Marketing management

The purpose of the Learner’s Log Book (LLB) is to document the achievements of the learner in a central repository that will be considered as evidence of the effectiveness of the learning process. It is a ‘monitoring tool’ that e-tutors use to report on individual learners’ progress and it is a way of ensuring that learners: are engaged in their learning process; are experimenting by doing the tasks subscribed to them by the e-tutor; avoid plagiarism because learners have to be engaged on a continuous basis and the informal assessment can therefore be used to ensure consistency with the main formal assessment; provide e-tutors with the opportunity to get to know the learners evaluate them and mentor them properly;

Have templates which will reflect whether learners read, understand, assimilate knowledge, develop inquiry ability, and have the potential to generate critical thinking and reflect on the knowledge accumulated by relating to real situations.

The onus is mainly on learners to furnish the required information in the templates after each unit based on the Read and Analyze Activity. After filling the information in the template they need to e-mail it back to the e-Tutor. E-Tutor will then comment on the work done and the

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involvement that takes place and give overall impressions on the learners at the end of the module. Total Relationship Marketing (TRM) depicts a paradigm shift in the field of marketing.

It is based on relationships between suppliers, customers and other stakeholders, networks of relationships and integration. Marketing and the concept of relationship networks cannot be studied in isolation from other subjects; there is much to be learnt from natural sciences, social sciences and other disciplines of study. Life itself is a network of relationships; this gives birth to societies. Without relationships there will only be billions of independent and self-sustaining hermits which will not need any marketing at all and will lead to human extinction after one generation.

TRM is an evolved state; from traditional marketing management for consumer goods to services marketing and business marketing giving TRM a management approach and total quality management, organization theory and accounting theory contributing a total relationship perspective. TRM should not be viewed as another add-on to the traditional marketing approaches, rather a new form altogether that focuses on collaboration, co-production of value with customers, long term relationships, win-win situations and interaction and communication instead of one-way persuasion.

Identify the key learning points in the read and analyze assigned activity. Total Relationship Marketing is marketing based on relationships, networks and interaction recognizing that marketing is embedded in the total management of the networks of the selling organization, the market and society. It is directed to long term win-win relationships with individual customers and other stakeholders, and value is jointly created between the parties involved. Life is a network of relationships; it emerges from the interaction of a large number of elements.

It is not a quality in a single element and thus the study of a single element teaches nothing. Marketing too should not be studied in isolation from other disciplines. Society is a network of relationships in which interactions take place. They are a natural and generally applied part of much of marketing practice. Without social networks of relationships the earth is left with five billion independent and self-sustaining hermits. In that case no marketing is needed because hermits lead a solitary life; also because, in a broader perspective, human race will be extinct after one generation.

Marketing and management can also be treated as networks of relationships. Six groups of theories from marketing and management have influenced the evolution of total relationship marketing: traditional marketing management or consumer goods, services marketing, business marketing, total quality management, new organization theory and new accounting theory. Marketing management offers a stimulus-response model; to have a desired response, give a desired stimulus.

Marketing management has its roots in the mass marketing of standardized consumer goods; where consumer interaction is limited to the brief cash register encounters. Services marketing brought forward interaction and relationships as core marketing concepts. It emphasizes that everyone is responsible for marketing, not just the full time marketers. Business marketing suggests that a company can be viewed as a node in an ever-widening pattern of interactions, in some of which it is a direct participant, some affect it indirectly and some occur independently of it.

Total Quality Management (TQM) is not only a revolution in quality management but also a re-enforcement of marketing orientation as now quality is focused on customer satisfaction. TQM has contributed the concepts of internal customer and process management which aim to establish inter-hierarchical and inter-functional collaboration. Organization theory talks of imaginary or virtual organizations with relationships, processes and projects as more essential than hierarchies and functional departments.

Relationship marketing represents a marketing perspective for a network-based organizational structure, the imaginary (or virtual) organization. Accounting theory contributes to TRM in the sense that it suggests that relationship marketing pays back. Return on relationship marketing is the long-term net financial outcome caused by the establishment and maintenance of an organization’s network of relationships. TRM is being developed to broaden the vision of marketing and to exploit the full potential of relationships, networks and interactions.

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