The managerial marketing as integrator of diverse skills.
The world of the marketing and of the commercialization is extensively vast, and it is in constant growth, modification and expansion. The managerial marketing is one of his sections or titles of major heyday in the last times, ghost on the active market in a revolutionary form but fast built-in.
It is defined to the managerial marketing as the set of norms and skills tending to extend the services exchange in the world of the companies and the companies of any title. So much in the offering of cash or material commodities, as like that of services and products of value and symbolic character, the managerial marketing incorporates skills, strategies, planning and instructions in the direction and the corporate administration of way of raising the volumes of transit or of sales of his production.
The manager or the expert of managerial marketing will be the manager of directing the operation of investigation and analysis of which this set of actions will get rid to take, according to the raised targets, and under the support or sustenance of the manual of marketing of the one that uses to deepen his existing knowledge or to raise them with the incorporation of new hardware and strategies.
Of equal form that in the marketing of product, in the managerial marketing begins in game a big elements variety, from the type and style of production up to the managerial and advertizing communication both of the corporation and of the product to commercialize. These elements and many determine others according to what the general plan indicates, which, in turn, is defined after the analysis of the realized investigations and of the permanent contemplation of the basic target of the global strategy.
One more element enters game in this process. One is a question of happening in naming marketing experiencial. It is a question of a real application of the psychology to the marketing, by means of the association of sensory elements to the product. This way, what is tried is to look for the association of sensations relative to the existential experience of the consumers, of waking up a relation between the consumption and buy of certain product with a pleasant, pleasant sensation, which evokes memories and which, anyway, increases the sale levels according to this sensation, as if it was a question of a bonus or additional benefit on the product to be bought, to be acquired and to be consumed.
This element, as a whole with many other sale strategies, joins to the general plan that gets rid of the skills of the managerial marketing. From such a way, the set of strategies of sales and production (own of the products marketing) him those of communication join, managerial behavior and marketing experiencial, in addition to the proper skills of the marketing of services and the extra addition of benefits, sensations or sensory perceptions and associate existential experiences.
This way, the managerial marketing has managed to join to the daily market circuit, and the study and application of his skills presents itself as a possible solution to the needs, the obstacles and to the problems which a company or producing entity could face before the minimum I change in the tendencies of consumption of the market in which his production is inserted, or in the one that develops his offer.
Francisco Segura. The director.
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