This paper discusses how marketing management is largely an artistic exercise rather than a scientific one with established guidelines. It provides examples from Basin Electric of how they engage in market orientation, understanding customer needs, and supporting community needs. Basin Electric collects market data, shares it internally, and responds to demands. It also adapts to employee needs through surveys and benefits. The company further supports society through charitable donations in times of crisis. These examples demonstrate how marketing relies on artistic skills like data collection, communication, and creative solutions rather than strict scientific processes.
This paper discusses how marketing management is largely an artistic exercise rather than a scientific one with established guidelines. It provides examples from Basin Electric of how they engage in market orientation, understanding customer needs, and supporting community needs. Basin Electric collects market data, shares it internally, and responds to demands. It also adapts to employee needs through surveys and benefits. The company further supports society through charitable donations in times of crisis. These examples demonstrate how marketing relies on artistic skills like data collection, communication, and creative solutions rather than strict scientific processes.
This paper discusses how marketing management is largely an artistic exercise rather than a scientific one with established guidelines. It provides examples from Basin Electric of how they engage in market orientation, understanding customer needs, and supporting community needs. Basin Electric collects market data, shares it internally, and responds to demands. It also adapts to employee needs through surveys and benefits. The company further supports society through charitable donations in times of crisis. These examples demonstrate how marketing relies on artistic skills like data collection, communication, and creative solutions rather than strict scientific processes.
This paper discusses how marketing management is largely an artistic exercise rather than a scientific one with established guidelines. It provides examples from Basin Electric of how they engage in market orientation, understanding customer needs, and supporting community needs. Basin Electric collects market data, shares it internally, and responds to demands. It also adapts to employee needs through surveys and benefits. The company further supports society through charitable donations in times of crisis. These examples demonstrate how marketing relies on artistic skills like data collection, communication, and creative solutions rather than strict scientific processes.
Download as DOCX, PDF, TXT or read online from Scribd
Download as docx, pdf, or txt
You are on page 1of 6
At a glance
Powered by AI
The key takeaways are that marketing management can be both an artistic and scientific exercise, and that implementing marketing plans requires recognizing problems, assessing solutions, and evaluating results.
The thesis of the paper is that marketing management is largely an artistic exercise and therefore highly subjective.
Some examples of marketing management being an artistic exercise include tailoring products/services to customer needs and responding to community needs like fundraising after natural disasters.
Running head: Marketing Management 1
Marketing Management: Implement Marketing Plans
DesaRae Hogan University of Mary Session 5 Homework
Running head: Marketing Management 2
Abstract This paper validates the importance of marketing management is largely an artistic exercise and therefore highly subjective versus the idea of marketing management is largely a scientific exercise with well-established guidelines and criteria. Marketing management focuses on applications, techniques, and management of their resources. This integral process is aimed to build strong customer relationships, creating value, and suggest additional growth. Implementing marketing plans contains recognizing and diagnosing the problem, assessing company problems, implementation skills, and evaluating the results. Marketing has changed greatly over the years from globalization, deregulation, market fragmentation, consumer empowerment, and environment concerns. Basin Electric is active in keeping current in market orientation, market concept, and long-term needs. This shows how marketing management is largely an artistic exercise and highly subjective versus largely scientific with well-established guidelines and criteria. Basin Electric also plays a crucial role in customer and employee satisfaction by giving back to the community through local charities.
Running head: Marketing Management 3
Marketing Management: Implement Marketing Plans Marketing occurs every day in our daily lives, even if we dont believe it. The research which I have conducted will help provide my thesis for choosing marketing management is largely an artistic exercise and therefore highly subjective. I will also provide some artistic examples for this thesis and examples we may see in our daily life. Literature Review Marketing is the process used by businesses to describe the products or services as a customer-satisfying process (Kotler & Keller 2012, pp 39). Marketing management focuses on applications, techniques, and management of their resources. This integral process is aimed to build strong customer relationships, creating value, and suggest additional growth. Building and keeping good customer relationships will keep the costumers coming back. Marketing has changed greatly over the years from globalization, deregulation, market fragmentation, consumer empowerment, and environment concerns (Kotler & Keller 2012, pp. 621). With all these changes and advancement in todays technology, marketing is consistently changing. More customers are choosing stores which provide social responsibility and environmental leadership. Companies are also struck against unforeseen or unavoidable negative consequences from dilemmas. With this increase in social marketing, proper legal, ethical, and social responsibility behavior also takes into effect. Make sure your employees are aware of lying or misleading customers to purchase their items for a higher commission, briberies, and revealing trade secrets is not only going to cause corrective action or up to termination but also legal action. Employees should also be aware of social media in their workplace and not to violate employer or customer privacy. Running head: Marketing Management 4
The first example of an artistic exercise is to focus on market orientation through collecting and disseminating market data and intelligence throughout the organization. Market orientation has three main elements; collecting and generating market intelligence, disseminating market intelligence and responding, and degree of responsiveness to the market intelligence, which was retrieved from, Is Marketing Management a Scientific or Artistic Exercise? Our communication department is very active and up to date with current events in our electrical industry. We recently had some pushback on building a transmission line near a historical study. When this news first leaked out to the public, we had our communications department along with our Right-of-Way team working on keeping the information flowing so no department was unaware of their responsibility and to inform all employees in the making of this project. Basin Electric did follow these three steps in collecting the information to verify if we would affect any historical data near this battlefield, generated this data to our communications department as well as our employees through our Intranet website, and then our communication department responded to the demand of our plan. Another example is market concept. Here you will provide products or services that satisfy the customers needs. Basin Electric is constantly alter and adapting to the needs of their employees. This past year we have had a large turnover and the CEO wanted to know why. We hired an outside source to conduct the survey and determine if we are paying our employees enough money or if our benefits do not compare to other industries. This study was recently sent back to us and it does show we are paying our employees enough money and our benefits are just as high as our competitors. We do have several pros in our benefits compared to other companies. Many companies do not have the luxury of pension plans or comp time even though our match for our 401k is 5% for those hired before 2006 and 6% for those who are hired after Running head: Marketing Management 5
2006. If Basin Electric does not keep up with customer and employees needs, they will not remain known for being the top employer in Bismarck, ND though Young Professional network as well as through word of mouth. Finally, Basin Electric is also looking into long-term needs of the society. In my recent online post, I discussed how Basin Electric gives back to the communities of where our employees, members and non-employees and members live. One example which I didnt mention was the Moore tornado. Our CEO wanted to find a way for our employees to raise money and collect goods such as bug spray, new socks, and gloves to those working. The communications team and I came up with the idea of raising money through our jeans day program. We have a program where we can wear jeans on Fridays if we donate one dollar to the fund. Our idea was to offer employees to wear jeans for the summer if they donated more than $150 since the tornado traveled 15 miles. Basin Electric employees were able to raise more than $16,000 in addition to needed bug spray, socks, and gloves. Marketing management focuses on applications, techniques, and management of their resources. This integral process is aimed to build strong customer relationships, creating value, and suggest additional growth. Basin Electric is active in keeping current in market orientation, market concept, and long-term needs. This shows how marketing management is largely an artistic exercise and highly subjective versus largely scientific with well-established guidelines and criteria.
. Running head: Marketing Management 6
References Is Marketing Management a Scientific or Artistic Exercise? (2010, October 21). Retrieved on December 15, 2013 from http://apharock.blogspot.com/2010/10/is-marketing- management-scientific-or.html Kotler, P., & Keller, K. L. (2012). Marketing Management. (14 th ed.), (pp 39, 621). Upper Saddle River, NJ: Prentice Hall.