Functions of Marketing Manager
What Are the Functions of a Marketing Manager or Officer?
Marketing managers or officers are focused mainly on the practical application and management of an organization's marketing operations. For marketing managers to be efficient and effective in performing their functions, they should have excellent communication and analytical skills. In small organizations, the marketing manager is in charge of the organization's entire marketing activities and therefore handles formulating, directing and coordinating marketing activities so as to influence customers to choose the organization's products over those of competitors.
1)Conducting Market Research
Marketing managers carry out market research to gain a clear understanding of what an organization's customers really want. Marketing research enables these managers to identify new market opportunities, helping the organization create a market niche for its products or services. Market research also involves studying the organization's competitors so as to develop superior products and employ efficient marketing techniques. Companies conduct market research using questionnaires, face-to-face interviews or analyzing the buying habits of consumers.
2) DEVELOPMENT OF MARKETING STRATEGY AND PLAN
Marketing planning should be at the core to any business and is usually presented in the form of a written marketing plan. A consultant called Paul Smith first developed a process known as SOSTAC® which is a useful model used to structure a marketing plan. SOSTAC is an acronym for the following elements of the plan:
Situation Analysis – where are we now?
Objectives – what do you want to achieve?
Strategy – how are you going to get there?
Tactics - what are the details of the strategy?
Actions – who is going to do what, and by when?
Controls – how are you going to measure success?
The marketing plan should provide direction for all relevant members of the organization and should be referred to and updated
Marketing managers or officers are focused mainly on the practical application and management of an organization's marketing operations. For marketing managers to be efficient and effective in performing their functions, they should have excellent communication and analytical skills. In small organizations, the marketing manager is in charge of the organization's entire marketing activities and therefore handles formulating, directing and coordinating marketing activities so as to influence customers to choose the organization's products over those of competitors.
1)Conducting Market Research
Marketing managers carry out market research to gain a clear understanding of what an organization's customers really want. Marketing research enables these managers to identify new market opportunities, helping the organization create a market niche for its products or services. Market research also involves studying the organization's competitors so as to develop superior products and employ efficient marketing techniques. Companies conduct market research using questionnaires, face-to-face interviews or analyzing the buying habits of consumers.
2) DEVELOPMENT OF MARKETING STRATEGY AND PLAN
Marketing planning should be at the core to any business and is usually presented in the form of a written marketing plan. A consultant called Paul Smith first developed a process known as SOSTAC® which is a useful model used to structure a marketing plan. SOSTAC is an acronym for the following elements of the plan:
Situation Analysis – where are we now?
Objectives – what do you want to achieve?
Strategy – how are you going to get there?
Tactics - what are the details of the strategy?
Actions – who is going to do what, and by when?
Controls – how are you going to measure success?
The marketing plan should provide direction for all relevant members of the organization and should be referred to and updated