Complete Definitions Of Marketing

Definition of Marketing
Marketing according to William J. Stanton, Michael J. Etzel and Bruce J. Walker (Djaslim Saladin, 2001:2) is a total system of business activities which are designed to distribute goods which can satisfy wants and reach the target as well as the objective of organization.

Another definition from American Marketing Association (Lamb et al, 2001:6), marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and meet organization goal.

Marketing according to Philip Kotler and Gary Amstrong (2001:7) is a social process and managerial that can enable individuals and groups reach their needs through the creation and exchange of products and value with other people.

Definition of Service
Definition of service according to Murti Sumarni (2002:17) is an activity or an advantage which can be given by a party to another party which is mostly intangible and can not affect ownership, and its production or is not related to any tangible product.”

A service is also an activity or series of activities of more or less intangible nature that normally, but not necessarily, take pace in interactions between the customer and service employees and/or physical resources or goods and/or system of the service provider, which are provided as solutions to customer problems (Gronroos, 1990).

According to Philip Kotler (1997) service is an action or an activity which can be offered by a party to another party, which is basically intangible and can not affect any ownership. Service may be related to tangible product or intangible product.

In addition, Philip Kotler and Amstrong (1996:383) explains definition of service as an activity or an advantage which is given by one party to another party which is basically intangible and can not effect any ownership.

Furthermore, Zeithamal et.al. (1996) give a limitation of service by stating that service is all economic activities whose output is not a physical product or a construction is generally consumed at the time it is produced, and provides added value in forms (such as convenience, amusement, comfort or health).

On the other hand, Steinhoff (1979:113) further states that the raw material of services is people. The main material of service is in fact people; nevertheless, there are many other supporting factors from the raw material of service such as advanced tools, clean, secured, comfortable physical environment, accurate, advanced, and up to date technology and service.

Lamb et. al. (2001:483) also mention that service has several unique characteristics, which differ it from the others, namely intangible, inseparability, heterogeneity, perishability.

Handi Irawan D (2002:53) also states that one important characteristic of service is it is produced and consumed at the same time. Therefore, customers’ satisfaction on service depends on interaction process or time when costumers and service provider meet.

Definition of Brand management v/s Brand Manager Definition

Let’s discuss about the definition between Brand Management and Brand Manager first.

There many definition of Brand Management, but I’ll quoted from general definition from many books, Dictionary and here i make conclusion for you.

Brand management is the marketing application techniques to a specific product or it can be service public, product line, or brand. It seems to improve the product's value received to the customer and thereby improve brand franchise and brand value.

Brand as an implied promise for the...

marketers which the level of product quality people have come to expect from its, will continue with another purchasing in the next days of the same product. It will increase sales of the product by getting a comparison with products competitors more favorable. It may able to the manufacturer to charge more for the product. The value of the brand is shown by the amount of profit it will growth for the manufacturer.

It Can be the result from a combination of increasing the sales and increasing price, or with another alternative by reducing COGS (cost of goods sold), or reduced or more efficient from marketing investment aspect. All of these can increase the profitability of a brand, and thus, "Brand Managers" who has responsibility of this job will carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in another side marketing staff manager roles, which are budgets allocation from above, to manage and do this . In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than marketing its self.

From the explanation above its clear enough about what is Brand Management, here another statement about Brand Manager even there is little state has reveal at the explanation above.

At the most basic level, a brand manager is responsible for a product's overall image. They typically control most of the major division of the marketing for a product or product images.

Many companies view this position differently especially in terms of reporting responsibilities. In some, this is the most senior position on the marketing side; in others it is much less senior. In smaller companies, this is part of a marketing director's job. In some companies there are lower tier brand managers who report to a senior brand manager.

For an example of this case, searching a site with marketing jobs and query 'Brand Manager'. As you see the job descriptions, they are not too different from what you would expect to see for a marketing director in general; simply a focus has been placed on the brand aspect of the job.

A typical set of include are needed:

· Product line management

· Sales and Marketing strategies

· Category management

· Brand and Category strategies

· Budget management

· Research and Development

· Develop and Implement marketing plans

Some companies view the job of the CEO as the ultimate 'Brand Manager'.

Long story but short, regardless of how a company is organized around it, the job of the brand manager is to have the proverbial 40,000 foot view of how a brand is being marketed from start to finish and top to bottom and to make sure it adheres to established brand standards and that each effort builds or reinforces brand value.

For a really good book to get your head around brand management, I would recommend Brand Simple