Tugas Bahasa Inggris 2

Marketing management

Marketing management is the organizational discipline which focuses on the practical application of

marketing orientation, techniques and methods inside enterprises and organization and on the

management of a firm's marketing resources and activities.

Globalization has led firms to market beyond the borders of their home countries, making international

marketing highly significant and an integral part of a firm's marketing strategy.[1] Marketing managers are

often responsible for influencing the level, timing, and composition of customer demand accepted

definition of the term. In part, this is because the role of a marketing manager can vary significantly based

on a business's size, corporate culture, and industry context. For example, in a large consumer products

company, the marketing manager may act as the overall general manager of his or her assigned product.[2]

To create an effective, cost-efficient marketing management strategy, firms must possess a detailed,

objective understanding of their own business and the market in which they operate.[3] In analyzing these

issues, the discipline of marketing management often overlaps with the related discipline of strategic

planning.

Structure

Marketing management employs various tools from economics and competitive strategy to analyze the

industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups

of competitors, value chain analysis and others.[4] Depending on the industry, the regulatory context may

also be important to examine in detail.

In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing

especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing

managers will examine each competitor's cost structure, sources of profits, resources and competencies,

competitive positioning and product differentiation, degree of vertical integration, historical responses to

industry developments, and other factors.

Marketing management often finds it necessary to invest in research to collect the data required to

perform accurate marketing analysis. As such, they often conduct market research (alternately marketing

research) to obtain this information. Marketers employ a variety of techniques to conduct market research,

but some of the more common include:
 Qualitative marketing research, such as focus groups and various types of interviews
 Quantitative marketing research, such as statistical surveys
 Experimental techniques such as test markets
 Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental scanning and competitive

intelligence processes to help identify trends and inform the company's marketing analysis.

Active voice and Pasive voice

Active :Marketing management employs various tools from economics (Manajemen pemasaran

menggunakan berbagai alat dari ekonomi)

Pasive :Various tools from the economic are employed by marketing management

Active:Globalization has led firms to market beyond the borders of their home countries,( Globalisasi

telah menyebabkan perusahaan-perusahaan untuk memasarkan melampaui batas-batas negara asal

mereka)

Pasive:The borders of their home countries have been led firms to market beyond to the globalization

Active:marketers build detailed profiles of each competitor in the market(pemasar membangun profil

rinci dari setiap pesaing di pasar,)

Pasive:profiled each competitor in the market is build detail by marketers

Active:Marketing management often finds it necessary to invest in research (Manajemen pemasaran

sering merasa perlu untuk berinvestasi dalam penelitian)

Pasive:Invest in research is often find it necessary marketing management

Active:Marketing managers may also design and oversee various environmental scanning(Manajer

pemasaran juga dapat merancang dan mengawasi berbagai pemindaian lingkungan)

Pasive:Various environmental scanning might be design and oversee marketing management

Resource:

http://en.wikipedia.org/wiki/Marketing_management