The Roles of a Marketing Manager
MANAGEMENT OF BUSINESS
The Roles of a marketing manager
Marketing managers play many roles, and we can describe them with words that begin with the letter D:
Detective
The marketer is charged with understanding markets, and thus must spend considerable time learning about consumers, competitors, customers, and conditions in the markets. This learning takes many forms: formal marketing research studies, analysis of market data, market visits, and discussions with people in the markets. The result of these studies include insights about market conditions, and the identification of problems and opportunities in the various markets.
Designer
Once a problem or opportunity has been identified, the marketer turns her/his attention to designing marketing programs that solve the problems and/or capture the opportunities.
Decision maker
Marketing is a group process that involves many different people, each of whom may be designing marketing programs and events. Thus the marketer must make decisions about which programs to execute.
Decision Influencer
Marketers exist in corporate structures that require higher level executives to approve the marketing plans, programs, and events that come out of the marketing group's work. Thus the marketer must influence the decisions of these senior executives.
Diplomat
Marketers design marketing events that others must execute: the sales force must execute the sales plan, the advertising agency must execute the advertisements, etc. These units do not usually "report to" the marketing managers, and they are undertaking tasks given to them by multiple marketing managers. Thus, each manager must plays a diplomatic role while inducing these units to execute his/her progam in a timely and high quality way.
Discussant
All of these roles require considerable discussion among many parties within and outside the company. Thus the marketing manager spends most of his/her time in discussions with others.
The Marketing Plan
The Roles of a marketing manager
Marketing managers play many roles, and we can describe them with words that begin with the letter D:
Detective
The marketer is charged with understanding markets, and thus must spend considerable time learning about consumers, competitors, customers, and conditions in the markets. This learning takes many forms: formal marketing research studies, analysis of market data, market visits, and discussions with people in the markets. The result of these studies include insights about market conditions, and the identification of problems and opportunities in the various markets.
Designer
Once a problem or opportunity has been identified, the marketer turns her/his attention to designing marketing programs that solve the problems and/or capture the opportunities.
Decision maker
Marketing is a group process that involves many different people, each of whom may be designing marketing programs and events. Thus the marketer must make decisions about which programs to execute.
Decision Influencer
Marketers exist in corporate structures that require higher level executives to approve the marketing plans, programs, and events that come out of the marketing group's work. Thus the marketer must influence the decisions of these senior executives.
Diplomat
Marketers design marketing events that others must execute: the sales force must execute the sales plan, the advertising agency must execute the advertisements, etc. These units do not usually "report to" the marketing managers, and they are undertaking tasks given to them by multiple marketing managers. Thus, each manager must plays a diplomatic role while inducing these units to execute his/her progam in a timely and high quality way.
Discussant
All of these roles require considerable discussion among many parties within and outside the company. Thus the marketing manager spends most of his/her time in discussions with others.
The Marketing Plan