This website uses cookies to ensure you have the best experience. Learn more

Managerial Marketing Essay

1091 words - 5 pages

Incontinence Is a Hard Sell
There are people in the United States of America that live with incontinence. The Agency for Healthcare Research and Quality performed a study that revealed 13 million people live with incontinence for any number of reasons and not just related to age. (Agency for Health Care Policy and Research, 1996) The people who suffer from incontinence deserve to live normal lives. They need to have products that will protect their skin, avoid embarrassing situations, and be cost effective. Incontinence is a symptom of other disease people live with this situation on a daily basis. This is a market oriented product in which the consumer’s needs are a concern for ...view middle of the document...

” (Mullins & Walker, 2010, p. 17) This will help the marketing team specify the needs of each of the consumer groups.
The second step to developing exchange relationships is to entice customers to want the products offered by appealing to their needs. People who are incontinent do not necessarily want to have to consume incontinent products but they do need it. A marketing team that is in charge of the ultimate customer will appeal to the need to satisfy the social and emotional needs described as, “…critical to our psychological well-being, such as security, belonging, love, esteem, and self- fulfillment.” (Mullins & Walker, 2010, p. 7) The ultimate customer wants to live a normal life despite their incontinence so by fulfilling this particular need the consumer will give the product line value. The marketing group responsible for the organizational customer will consider the cost to their organization over the social and emotional need because as in any organization, the bottom line needs to be met. The perception of the product line by either of the customer base will determine the value of a product.
The next step is the product and the value of that product to the customer. Mullins and Walker define value as, “…a function of intrinsic product features, service, and price, and it means different things to different people.” (Mullins & Walker, 2010, p. 11) For either customer base, it is important to know what they are getting for their money. The perception they have about the products will determine whether it is valuable to them or not. The products need to satisfy their needs in order for it to have value. Both customer bases are looking for leakage proof from the undergarments, odor control, and ability to perform activities of daily living. (The Caregiver’s Marketplace, 2011). The marketing teams for both customer bases need to keep this fact in mind in order to increase the value the consumers will place on the product line. Cost also plays a factor in the value of a product. The Caregiver’s Marketplace states, “In most cases, the cost of incontinence products is not reimbursable by private insurance or Medicare. As a result, either the patient or the caregiver has to shoulder the entire financial burden.” (The Caregiver’s Marketplace, 2011) The marketing groups for both the ultimate customer and...

Other Papers Like Managerial Marketing

Marketing Essay

1076 words - 5 pages global economy always. This essay is intended to explain what Marketing is and the affection to the global economy. Main body: Part 1: The conception and the meaning of the Marketing and the global economy A: The Marketing Philip Kotler once elaborated that Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (1991). However, it

Managerial Economics Essay

3751 words - 16 pages Assignment no: 509 Answer Managerial economics refers to the application of economic theory and the tools of analysis of decision science to examine how an organization can achieve it aims or objectives most efficiently. Importance of managerial economics Managerial Decision Problems Economic theory Microeconomics Macroeconomics Decision Sciences Mathematical Economics Econometrics MANAGERIAL ECONOMICS Application of economic


5707 words - 23 pages laptops and invest heavily in advertising and market research in order to bring out better quality products that provide value for money to the target consumers. Tools of managerial economics can help Gadgets International in attaining profit maximization and growth by facilitating identification of the optimal level of inputs, output, pricing and level of innovation as well as marketing costs.

Mm Aasignment

535 words - 3 pages successful completion of this assignment you will be able to • Develop a managerial, rather than a descriptive, appreciation of issues related to marketing management. • Examine critically advanced theoretical frameworks. • Integrate the theoretical, conceptual and analytical considerations of marketing management. • At the end of the course, you will have mastered a range of methods and techniques and have a clear appreciation of their theoretical

Computer Generations

1112 words - 5 pages . BAC/12/61153 MATTA, MICHAEL W. BAC/12/71131 QUESTION: Management can be thought of as multi-dimensional in nature. It can be defined as a process, as discipline, people and career. Clearly distinguish between managerial functions and managerial roles. How are they related? Introduction: The word’’ manage’’ comes from the Italian maneggiare {to handle especially tools}, which derives from Latin word manus{hand}.The French word

The Changing Role of Managerial Accounting in a Dynamic Business Environment

2232 words - 9 pages . • More and more, managerial accountants work throughout an entire enterprise and are deployed in cross-functional management teams, working with top executives and personnel from a variety of functional areas (e.g., marketing, production, engineering, and operations). 5. MAJOR THEMES OF MANAGERIAL ACCOUNTING Managerial accountants often facilitate and influence decisions by providing information, rather than making final

Accounting Cycle

668 words - 3 pages . • Primarily for the external decision maker Financial Tax Management Cost – – – • External reporting follows legal and GAAP requirements • Objective: provide standard view of organization’s past performance Different views for different audiences Our focus: financial and managerial 9 10 Tax Accounting Management Accounting • Based on IRS regulations • Designed primarily for the internal decision maker • Reporting

Decision Making Courses and How They Relate to Decision Making

1291 words - 6 pages , Markets, and Public Policy Applies insights from psychology to the study of economic phenomena and decision making. How psychology plays out in markets, where consumers and firms interact and compete. Moderate Managerial Economics The application of microeconomic theory to management problems To understand economics in order toanalyse private and public management problems in an economic framework High Risk Analysis and Environmental Management

Managerial Accounting Analysis

1582 words - 7 pages Task 1 The fundamental economic issue of how and where to allocate scarce resources is an issue which society constantly faces. In an organization, there are multiple accounting tools which can be used in order to accurately predict and determine where to allocate resources properly. These accounting tools can be divided into multiple sectors, one being financial, and the other being managerial. These two accounting methods are used

School Paper

901 words - 4 pages service how would consumers know what the product was or how well it is or is not. * According to Armstrong and Kotler (2009), marketing is a social and managerial by which process by which individuals and organization obtain what they need and want through creating and exchanging value with others. Businesses are using different techniques to get feedback from customers. For example, if you stop by the drive through of Jack in the Box and

Classic Airlines and Marketing Concepts

795 words - 4 pages challenges because of reduction in stock prices, employee morale, customer insecurity, escalating fuel, and labor prices, and internal managerial differences. The object of this paper is to describe some of the marketing concepts that are discovered in week one’s reading and confer how these concepts relate to Classic Airlines’ marketing challenges and existing corporate culture. The various challenges posed for Classic Airlines offers an

Related Essays

Managerial Marketing Essay

746 words - 3 pages Facing Exchange Relationship with Customers Willard Williamson, Sr Managerial Marketing – BUS 620 Dr. Larry Flegle February 7, 2011 Abstract: In this paper I will be discussing the issues that force companies that market products that may not sell easily. Will discuss the impact exchange relationship will have on a customer who doesn’t want to be a customer. Will also discuss how companies effectively approach this relationship

Marketin Gmanagement Essay

540 words - 3 pages involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc. The HWA team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and online universities, institutes or online MBA, MA, or BA Programs. What is Marketing Management? Marketing is a social and managerial process by which

Managerial Accounting Essay

1173 words - 5 pages about where they are and where they want to be as a company. A plan is a future course of action. Planning is a systematic thinking about ways and means for accomplishment of pre-determined goals (Fundamentals of marketing, 2015). Planning is a way to achieve desired goals and helps in avoiding confusion (Managerial, 2005). Directing is the process in which the managers work together to instruct, guide, and oversee the performance of the workers

" Marketing Is More Than Just Selling And Promotion". The Definition Of Marketing And Its Different Stages

856 words - 4 pages are presented during the course of the marketing process. Such features include, firstly and most importantly, that marketing is a long process that begins with the creation of an idea and ends up as product that will be sold to satisfy a customer's needs. Secondly, marketing is seen as a managerial process as it involves making managerial decisions about the particular mix of product, price, place and promotion in a firm. Furthermore, marketing