Assumption of Marketing Management

The major working assumption of marketing management is that desired exchanges do not automatically come about through any process of nature. Rather they require an expenditure of time, energy, skill and supervision. Designing, packaging, pricing and distributing require the of managerial talents. Modern age is the age of cut throat competition and only those producers survive in this struggle that is able to compete successfully by involving new techniques to reach the consumer. As consumer orientation became the accepted marketing philosophy, the entire business philosophy underwent a subtle change. Marketing management and become most crucial in business planning and decision making. At present there is a growing recognition of the role of marketing management.

Marketing today is complex and complicated area for management. It has become a vital business philosophy, the value of which can not be ignored. Dynamic changes are taking place every moment and are likely to take place in future with the changes in attitudes and values of society.

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