It is no exaggeration to say that managerial marketing is a concept that forms the basis of marketing.
What kind of thinking does this article have? What specific cases are there? I will explain about it.
What is managerial marketing?
First, let’s understand the history and basic ideas of
managerial marketing
.
History of managerial marketing
The American concept of “marketing” began to spread to Japan in the 1950s. In 1960, the first lecture on marketing theory in Japan was held at Kobe University. At that time, the concept of “managerialism” was introduced along with an overview of marketing that “marketing is about creating markets and customers.”
Managerial means “manager”
. In other words,
managerial marketing requires the creation of market strategies based on the broad perspective of management
.
However, this does not mean that this idea did not exist in Japan as well. Before the war, and even earlier in the Meiji and Edo periods, corporate managers and merchants created market strategies, created organizations, and conducted business.
With the introduction of the concept of marketing, the actions that managers and businesspeople had taken until now have been reworded, and it can be said that it has become popular as a concept.
Basic concept of managerial marketing
As I explained earlier, managerial marketing means “developing market strategies based on the broad perspective of management.” More specifically,
the core of managerial marketing is for managers to supervise and coordinate all departments within a company to meet customer needs and pursue profits.
Managers take control not only in departments directly related to marketing such as sales, planning, and public relations, but also in other departments such as manufacturing, technology, human resources, accounting, and general affairs, and pursue market and customer development and profits. go. By practicing this type of managerial marketing, you will be able to create a system in which the entire company can engage in marketing, and improve your company’s structure to generate profits.
For example, if you are in the manufacturing or technology department, you can “create products that are easy for customers to use from a user’s perspective,” or “increase profits by cutting costs.” If the human resources department knows about the company’s marketing strategy, it will be able to hire and train the right people.
Rather than having only some departments think about marketing, managerial marketing means that management takes the lead in implementing marketing throughout the company in pursuit of profits.
Although this theory was imported in the 1960s, it forms the basis of corporate activities and remains the basis of marketing even today. Many companies have slogans such as “hands-on management” and “each employee has a management perspective,” but it can be said that the idea of managerial marketing is at the root of this.
Examples of managerial marketing
So, specifically, in what form is managerial marketing introduced in companies? Let’s look at an example.
toyota motor vehicle
Toyota Motor Corporation is one of Japan’s leading car manufacturers. At the production site, we are constantly making improvements and striving to improve quality. It can be said that the cumulative efforts of the manufacturing and technology departments have established the “quality” that underpins the Toyota brand.
Toyota Motor Corporation has its own factory management system called the Toyota Production System. It is a “just-in-time” system that thoroughly eliminates waste, automates, and procures and supplies what is needed, when it is needed, and in the amount needed. By operating a factory based on this unique way of thinking, we can increase production efficiency and reduce costs, creating a structure that makes it easier to generate profits. Many companies have now adopted the Toyota Production System.
Additionally, Toyota Motor Corporation integrated its subsidiary Toyota Marketing Japan (TMJ) into its main body in April 2018. Marketing, which was previously outsourced to TMJ, can now be done in-house, and the aim is to speedily and reliably carry out everything from product planning to promotions and sales strategies. This reorganization of the system can also be considered to be based on the theory of managerial marketing.
DMG Mori Seiki
DMG Mori Seiki is Japan’s largest machine tool manufacturer. The company’s president, Masahiko Mori, is known as a strong businessman, has a strong charisma, and is said to be a top-down company, for better or for worse.
Through repeated M&A, we have now grown into one of the world’s leading machine tool manufacturers with bases in seven countries and approximately 12,000 employees, but despite this, the entire company remains aligned and has established a firm position. I’m doing it.
We host an exhibition every year at our factories and showrooms, and in addition to displaying our machine tools, we also offer factory tours, processing experiences, and technical seminars, making it a major event for the entire company to welcome customers. It has become.
It is believed that Mori Seiki has grown into one of the world’s leading machine tool manufacturers because of its top management’s strong management skills and well-controlled organizational structure.
summary
◆Managerial marketing is the formulation of market strategies from a broad perspective of management.
◆If all departments take action with marketing in mind, further market expansion and profits can be expected.
◆Although this theory was imported into Japan in earnest in the 1960s, it remains the basis of marketing.
◆The world’s most prestigious companies were able to achieve growth because of the idea of managerial marketing.