Preview

Functions of Marketing Manager

Good Essays
Open Document
Open Document
814 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
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

You May Also Find These Documents Helpful

  • Satisfactory Essays

    A marketing plan is a written document that outlines in great detail what the organisation hopes to accomplish by following the plan. The plan should have specific strategies when implemented and will help the organisation achieve its goals.…

    • 794 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    This plan has a well-developed topic, and all sections and subsections of a solid marketing plan have been completed. This marketing plan contains the appropriate measurement for the objectives the company is trying to achieve. The plan is consistent has a sense of cohesiveness throughout the sections. The plan also follows APA style formatting throughout the text body, headings, references, and tables. Overall the piece has a professional appearance with very few errors, and is logical. The plan refreshes the point and its strategic objectives.…

    • 311 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Marketing research is what informs business’s make decisions by helping it to understand the changing dynamics of its market. This involves finding out more about customers, competitors and the overall marketing environment.…

    • 1723 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    P3 Unit 3

    • 875 Words
    • 4 Pages

    Market research: Is a big part of marketing, market research is when the company asks their customers or new customers to find out more about in the market in which they currently operate in or a market they wish to operate in. Companies may do this so they can reduce risk when bringing out new products.…

    • 875 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Mkt1 Final Exam

    • 1534 Words
    • 7 Pages

    C. How much money is allocated for the promotional budget? How will it be divided?…

    • 1534 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Btec Bussiness Unit 10 P1

    • 970 Words
    • 4 Pages

    Market research is the method of gathering and analyzing information about customers, competitors and the market. Market research is used when companies want to focus on things like market trends, customer habits and lifestyle, what price customers will pay for a product and what competition exists. This type of research assists companies build an idea on how competitive the market is also business owners can price their products efficiently with the understanding of the current market research.…

    • 970 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Marketing research is best defined as, “a way of investigating and answering questions about human behavior,” (Bont, Et. Al, 2007). Essentially, marketing research is a tool that helps businesses stay ahead of the trends and maintain a competitive edge in the constantly changing global market. Companies that make marketing research a central part of their business plan will see the business grow and develop to not just achieve their business goals, but exceed them. Robert Duboff puts it into perspective in a way that anyone can understand in terms of why marketing research is a valuable tool, “Marketing research can be freed to do what it can do well: provide information about the past and present to enable insights that can help decision makers use their judgment,” (The Market Research Magic is Gone, 2011). Marketing research is a key component in any business because it helps the organization identify how they will gather, analyze, and interpret information about a product or service they offer in the market along with the past, present , and future potential customers for that specific product or service offering. It also provides information on the characteristics, spending habits, and location of the businesses target market, the industry, and competition they will face in the particular market. Marketing research will also identify the specific strategies with regard to marketing segmentation and product differentiation that is best suited for the organization in order to achieve their goals and expand their product offerings. Entrepreneur best describes the benefit of marketing research, “It allows business owners to determine the feasibility of a business before committing substantial resources to the venture,” (Market Research, 2014).…

    • 2048 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Unit 10

    • 1088 Words
    • 5 Pages

    Market research can be referred to as the process of gathering information about a market, product or services or customers. Market research is a specific area of marketing that informs businesses like Kellogg’s about the things consumers need, how best to design products to answer those needs and how to advertise those products to consumers. Market research helps Kellogg’s to plan ahead, for example looking at what products or extensions it should develop and for whom.…

    • 1088 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    study guide

    • 452 Words
    • 2 Pages

    The purpose of market research is to gather data on customers and potential customers. The collected data aids business decision making. This therefore reduces the risks involved in making these decisions. Marketing research can help a business Gain a more detailed understanding of consumers' needs - marketing research can help firms to discover consumers' opinions on a huge range of issues, e.g., views on products' prices, packaging, recent advertising campaigns…

    • 452 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Marketing involves a total system of interacting activities designed to plan, price, promote and distribute products to present and potential customers. For a business to gain a clear picture of where the business is at present and where it could be in the future, a marketing plan acts as an important ‘road map’. A marketing plan provides purpose and direction to all of the business’s activities and is made up of six key elements: (i) situational analysis; (ii) market research; (iii) establishing marketing objectives; (iv) identifying target markets; (v) developing…

    • 767 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Marketing is a key component of any successful business. The marketing plan outlines how the marketing mix will be used to achieve the organization’s marketing objectives. Once the organization has developed the right product for its customers, decided on the most attractive price and the ways by which it will be made available to its customers, decisions have to be made on how to communicate the new/improved product to the target market.…

    • 1480 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Marketing Research Pixar

    • 1598 Words
    • 5 Pages

    Marketing Research is imperative to Disney Pixar's success. Marketing research is the process in which managers perform to gather information effectively to introduce their products and services to their target market. Although the amount of time required for this research depends on the size of the target market and the company's line of business, there is a defined process used to implement the company's products or services. This process includes 1) assessing information needs, 2) developing needed information through internal databases, 3) implementation of marketing research, 4) organization of ideas, and 5) distributing and using information. Therefore, marketing research is important to developing a marketing strategy because it assesses what steps a company needs to take to reach their target market. Therefore, marketing research is important to developing a marketing strategy because it assesses what steps a company needs to take to reach their target market. The Internet has helped with collecting marketing data through online focus groups, Internet surveys, and experiments. The marketing research process also involves collecting and secondary data.…

    • 1598 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Component of Marketinf Plan

    • 2465 Words
    • 10 Pages

    Marketing plan is a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives. It contains tactical guidelines for the marketing programs and financial allocation over the planning period. It is one of the most important outputs of the marketing process.…

    • 2465 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    bus 330 final

    • 2207 Words
    • 6 Pages

    The role of a marketing manager is very important. The marketing manager is the one person who gets the product made by the company sold in the market. They are the one who develop a marketing strategy. They manage the mix in the market. They are the people who manage the success of the company and they are the one who manages the budget in the company. They guide the development of the products and they guide the whole company. The following are the functions of every marketing manager.…

    • 2207 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Marketing Plan Nido Milk

    • 377 Words
    • 2 Pages

    Your marketing plan is actually a statement, supported by relevant financial data, of how you are going to develop your business. Plans should be based on actions, not masses of historical data. The historical and market information should be sufficient just to explain and justify the opportunities, direction, strategy, and most importantly, the marketing actions, methods and measures - not to tell the story of the past 20 years of your particular industry.…

    • 377 Words
    • 2 Pages
    Good Essays

Related Topics