Running head: Marketing Management 1

Marketing Management: Implement Marketing Plans

DesaRae Hogan
University of Mary
Session 5 Homework

Running head: Marketing Management 2

Abstract
This paper validates the importance of marketing management is largely an artistic
exercise and therefore highly subjective versus the idea of marketing management is largely a
scientific exercise with well-established guidelines and criteria. Marketing management focuses
on applications, techniques, and management of their resources. This integral process is aimed
to build strong customer relationships, creating value, and suggest additional growth.
Implementing marketing plans contains recognizing and diagnosing the problem, assessing
company problems, implementation skills, and evaluating the results. Marketing has changed
greatly over the years from globalization, deregulation, market fragmentation, consumer
empowerment, and environment concerns. Basin Electric is active in keeping current in market
orientation, market concept, and long-term needs. This shows how marketing management is
largely an artistic exercise and highly subjective versus largely scientific with well-established
guidelines and criteria. Basin Electric also plays a crucial role in customer and employee
satisfaction by giving back to the community through local charities.



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Marketing Management: Implement Marketing Plans
Marketing occurs every day in our daily lives, even if we dont believe it. The research
which I have conducted will help provide my thesis for choosing marketing management is
largely an artistic exercise and therefore highly subjective. I will also provide some artistic
examples for this thesis and examples we may see in our daily life.
Literature Review
Marketing is the process used by businesses to describe the products or services as a
customer-satisfying process (Kotler & Keller 2012, pp 39). Marketing management focuses on
applications, techniques, and management of their resources. This integral process is aimed to
build strong customer relationships, creating value, and suggest additional growth. Building and
keeping good customer relationships will keep the costumers coming back. Marketing has
changed greatly over the years from globalization, deregulation, market fragmentation, consumer
empowerment, and environment concerns (Kotler & Keller 2012, pp. 621). With all these
changes and advancement in todays technology, marketing is consistently changing. More
customers are choosing stores which provide social responsibility and environmental leadership.
Companies are also struck against unforeseen or unavoidable negative consequences from
dilemmas. With this increase in social marketing, proper legal, ethical, and social responsibility
behavior also takes into effect. Make sure your employees are aware of lying or misleading
customers to purchase their items for a higher commission, briberies, and revealing trade secrets
is not only going to cause corrective action or up to termination but also legal action. Employees
should also be aware of social media in their workplace and not to violate employer or customer
privacy.
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The first example of an artistic exercise is to focus on market orientation through
collecting and disseminating market data and intelligence throughout the organization. Market
orientation has three main elements; collecting and generating market intelligence, disseminating
market intelligence and responding, and degree of responsiveness to the market intelligence,
which was retrieved from, Is Marketing Management a Scientific or Artistic Exercise? Our
communication department is very active and up to date with current events in our electrical
industry. We recently had some pushback on building a transmission line near a historical study.
When this news first leaked out to the public, we had our communications department along with
our Right-of-Way team working on keeping the information flowing so no department was
unaware of their responsibility and to inform all employees in the making of this project. Basin
Electric did follow these three steps in collecting the information to verify if we would affect any
historical data near this battlefield, generated this data to our communications department as well
as our employees through our Intranet website, and then our communication department
responded to the demand of our plan.
Another example is market concept. Here you will provide products or services that
satisfy the customers needs. Basin Electric is constantly alter and adapting to the needs of their
employees. This past year we have had a large turnover and the CEO wanted to know why. We
hired an outside source to conduct the survey and determine if we are paying our employees
enough money or if our benefits do not compare to other industries. This study was recently sent
back to us and it does show we are paying our employees enough money and our benefits are just
as high as our competitors. We do have several pros in our benefits compared to other
companies. Many companies do not have the luxury of pension plans or comp time even though
our match for our 401k is 5% for those hired before 2006 and 6% for those who are hired after
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2006. If Basin Electric does not keep up with customer and employees needs, they will not
remain known for being the top employer in Bismarck, ND though Young Professional network
as well as through word of mouth.
Finally, Basin Electric is also looking into long-term needs of the society. In my recent
online post, I discussed how Basin Electric gives back to the communities of where our
employees, members and non-employees and members live. One example which I didnt
mention was the Moore tornado. Our CEO wanted to find a way for our employees to raise
money and collect goods such as bug spray, new socks, and gloves to those working. The
communications team and I came up with the idea of raising money through our jeans day
program. We have a program where we can wear jeans on Fridays if we donate one dollar to the
fund. Our idea was to offer employees to wear jeans for the summer if they donated more than
$150 since the tornado traveled 15 miles. Basin Electric employees were able to raise more than
$16,000 in addition to needed bug spray, socks, and gloves.
Marketing management focuses on applications, techniques, and management of their
resources. This integral process is aimed to build strong customer relationships, creating value,
and suggest additional growth. Basin Electric is active in keeping current in market orientation,
market concept, and long-term needs. This shows how marketing management is largely an
artistic exercise and highly subjective versus largely scientific with well-established guidelines
and criteria.


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References
Is Marketing Management a Scientific or Artistic Exercise? (2010, October 21). Retrieved on
December 15, 2013 from http://apharock.blogspot.com/2010/10/is-marketing-
management-scientific-or.html
Kotler, P., & Keller, K. L. (2012). Marketing Management. (14
th
ed.), (pp 39, 621). Upper
Saddle River, NJ: Prentice Hall.