VALUES OF MARKETING MANAGERS WITH MARKETING PERFORMANCE TOOLS

Abstract

Managing the value of marketing activities through marketing tools, i.e. marketing management, is a continuous and dynamic process of successful adaptation to business conditions. The process of managing and directing marketing activities is closely related, i.e. it arises from the established overall process of managing and directing the company. Marketing management includes five basic elements 10: analysis of market opportunities, research and selection of target markets, development of marketing strategy, planning of marketing tactics, implementation and control of marketing efforts. Through information obtained from the market about the value of the product promoted through marketing tools through market potential, through the nature of the market, and the size of the market, the analysis of the value of marketing tools is of crucial importance to convince consumers about the product and service. Market entities have a real basis for more successful planning of their marketing activities through marketing tools, enabling them to secure the placement of products and services. Through the value of the market mechanism, it is seen how certain entities have managed to realize the set goals through marketing tools. When targeting the value market through marketing tools, attention should be paid to the attractiveness of the segments and how they fit the company. When assessing the attractiveness of market segments through marketing tools, data is collected and analyzed on the size and planned increase in sales value as well as the expected profit for different segments created through marketing tools. It is also important to see what the competitive forces and the relative power of buyers and suppliers are through marketing tools. But when analyzing and assessing the attractiveness of each market segment, the company's long-term goals and the necessary resources should also be taken into account.