Marketing Management and Decision-Making Process

The unregulated market systems end up destroying themselves. Has the market system to an end? As a person attached to traditional values, I hope not. A thousand years of economic history objectively testify how indispensable are market systems. Paul Samuelson

Introduction

We have insisted on several occasions regarding the relevance, scope and importance of companies in their operatividd, market shares have good management of markets that function is supported, you know, not only interpret the requirement that current scenarios commercial demand, but are put in place plans, marketing strategies according to the reality and characteristics of the current scenarios.

It requires visionary managers, strategists who can take the necessary decisions to make way for market plans, actions that allows us to perform successfully in markets that have set goals.

Keywords

Market research, behavior, needs, characteristics, information, decisions

Basic considerations, analysis

There is no denying that a marketing manager is constantly faced with the search for consistency between the strategies of product or service with the Company's objectives, its resources, macro-relevant factors and competition activities. A good analysis of these factors depends on the availability and evaluation of information, which should include aspects such as market size, behavior and consumer needs.

It must therefore have good information about macro forces such as cultural, legal, political, economic changes, technological, all this information is essential to determine the viability of the company's offerings to your target market. All this information accurate feeding dynamics and effectiveness of decision-making process feasible, truthful towards a good decision process

In recent years businesses, especially our case of interest, the Venezuelans have had to change or adapt their strategies due to political and legal changes, cultural changes, economic fluctuations, which has developed turbulent scenario, risky.

Of course all this really has made a marketing manager must continuously monitor the activities of the competition to discover their current strategies or underway. In practice, the decision on the choice of strategy is based on cost analysis (our, competitors, customers) and the benefits of different alternatives and their likelihood of success. The Marketing Manager will determine at what stage of the life cycle is its products or services, you are indicating that this change in strategy, the need to seek new markets, reposition, or to develop new products or services.

Marketing managers must develop strategies that should inform the direction we want to give a product or service and profitability goals of efficient allocation of resources. In this process should be carefully evaluated the impact it can have on business strengths, weaknesses, opportunities, threats and competitive advantages. This should make assertive decisions, to give way to actions that are transformed into competitive advantage by well-integrated marketing programs to coordinate the price, product, distribution and communication of our supply of goods or services to meet the needs of a target market.

Well known and discussed in open forums organized by the chair of the Graduate Program Marketing specialization Quality Management and Productivity of faces from the University of Carabobo that decisions should take a marketing manager are complex because at least for four reasons:

There are a number of factors influencing the market when you are repositioning or launching a product or service, you will find a large number of factors, some non-controllable by you, that will determine success or failure of the marketing effort . Sales and profitability will be affected by the reactions of competition, changes in national or international economic conditions or consumer perception. Marketing plans are impacted by external factors that are uncontrollable Many of our plans can be seriously affected by changes in consumer preferences or increased competition. Our forecasts of sales and profits may be affected by adverse situations in the world's economies in the region or marketing plans país.Los are unstable due to factors affecting the market factors that are beyond our control sometimes change rapidly. Technological change is an example of this and to the extent that happen can seriously affect sales and profits. The allocation of marketing resources is not linealNo we must therefore surprising that it is very common to see the results do not correspond to the assigned resources.

No wonder, for example, a doubling of investment in advertising and the sales increase is rather modest.

Furthermore, the greater the degree of complexity of marketing decisions increased financial risk is involved that may involve high investments of money. In addition, marketing decisions also have an impact on other units of the Company as Production, Finance and Human Resources.

Conclusions

It is necessary that the management of modern markets is current with the topics of markets that have emerged and can interpret the information, the needs of the scenarios in which it operates, in order to make way for assertive decisions, that lead to successful business reach their target markets

Bibliography

Annotations of markets, market chair, virtual classroom, graduate program, specializing in Quality Management and Productivity, Faces, UC: Fundamentals of Marketing by William Stantom, 11 1999Revista edition Debates IESA, "Management and Fashion." Vol VI # 1 from July to September 2000Revista IESA debates, Marketing. Vol 4 # 4 April-June 1999