Any enterprise should be competitive a priori - a firm position in the market, readiness for internal changes while tracking market fluctuations and business requests, confident and flexible management. In order to maintain, strengthen and adapt to the company's course, the company must have a marketing manager.
Features
Marketing processes are coordinated by a marketing manager. Otherwise, they may call him a marketer. The main work of this specialist is considered to cover three areas: market research of suppliers of raw materials and sales, organization and implementation of advertising, control and analysis of production efficiency. In simple terms, a marketer includes several professions (or functions) at once. Developer, creator, advertising agent, designer, manager - most marketing managers really have to take on these tasks.
A specialist will definitely research the market using relevant methods.. He must also communicate with consumers (receiving feedback). The marketer is also engaged in the development of events that will attract a new segment of customers. Obviously, in any company focused on the effectiveness of the company, the marketer is one of the leading specialists.
The nuance lies in the fact that different companies have different attitudes to the main tasks of a marketing manager. And if one company makes him a multifunctional employee, another defines a narrow sphere.
Advantages and disadvantages
Initially, a marketer is a specialist who must study the tastes of the buyer, promote the product, explore which products will be in great demand. This person conducts monitoring, researches, analyzes, draws conclusions and offers solutions, the success forecasts of which are carefully calculated.
Advantages of the profession:
- in demand;
- highly paid;
- with great career opportunities;
- interesting;
- involving the device in a variety of areas.
For several years (from 2), a novice marketer can become the head of the marketing department.
Disadvantages of the profession:
- frequent stressful situations;
- high mental and emotional costs;
- the frequent need to stay outside office hours, etc.
All the disadvantages are conditional, there may be more advantages than indicated in the list. It depends on the expectations of the applicant, and on his temperament, and on those professional attitudes that he has.
Job responsibilities
The main occupation of the marketer is to conduct activities that are aimed at determining the target audience, studying the needs and evaluating the indicators of demand for the results of production activities. The job description of the manager defines the scope of his duties, what exactly he does. Typically, the job description consists of several sections: general provisions, duties, tasks, authorities, level of responsibility.
Job responsibilities also depend on the sphere in which the marketer comes: network companies, trading companies associated with social communications. If this is trade marketing, the sections in the duties will be different, etc.
Market research and its trends
The market in marketing research is clearly defined. It is characterized by customer needs, capacity and location.
The main types of market:
- market of manufacturers or industrial products;
- consumer;
- government market;
- intermediary;
- international.
Using market research, you can find out what its volume is in relation to the products in which the company specializes. You can find out who is the main buyer of your product or service, who is a direct competitor, what is the forecast for market development, etc. After that, an analytical marketing plan is created.
Consumer behavior research
The marketer evaluates the reasons that are able to influence the decision to purchase a product / service or refuse it. The result of the choice can be influenced by the family, any reference group for the buyer. Marketers should consider the reaction of the customer, to study exactly how he makes the purchase. This analysis provides information on the degree of satisfaction with the purchase, the likelihood of a repeat purchase, etc.
Investigates marketing and motivation research manager. All this is a lot of work, involving volumetric research. What stages a buyer goes through to the moment of purchase, what influences it, what are the roles of people included in this purchase - all this is important for a specialist.
Target Market Selection
The target market is the marketing application point, which is an attractive segment of the market where the company will focus its work. A marketing strategy involves 2 components: the choice of a direct target market, the creation of a marketing mix (which will satisfy the market's need for a product).
The market selection process includes the steps of:
- segmentation - define criteria for market segmentation, compile segment profiles;
- selection of target segments - analysis of the degree of attractiveness of the segments, the choice of the main;
- market positioning - A marketing mix is being developed for each target segment.
There are many methods for developing the target market, and each of them the specialist checks, selects regarding a specific request.
Formation of a competitive advantage
The competitive advantages of an organization are, first of all, a listing of the benefits that your product or service represents. First, a list of benefits is compiled, then they need to be ranked.
The next step is to compare the benefits of your company with the benefits of competitors. And in the fourth stage, the marketer is looking for absolute competitive advantages. Then the specialist searches for false competitive advantages, finally, after all this voluminous work, a development and control plan is drawn up. Usually an experienced specialist draws up 2 marketing action plans: the first plan is dedicated to a competitive advantage for several years to come, the second is required to maintain the relevance of the advantages.
Developing a strategy for development
A marketing strategy is a certain process that helps to create conditions for the concentration of resources on the ability to increase the volume of products or services sold. Also, the goal of this strategy will be to obtain sustainable market competitive advantages.
The marketing strategy consists of:
- goal setting;
- analysis;
- enterprise planning and monitoring.
Strategy development involves the definition of the mission and goals of the company, the basic strategy or strategic orientation. This also includes the formation of competitive positioning.
Product Management
Product management can take place at three levels - at the level of brand, product variety, product nomenclature. One of the main objects of marketing influence is the product itself. And it is a controlled variable, with which the enterprise itself manages the market and the client. The product is a key marketing complex created to meet the needs of the buyer.
Customer Relationship Management
A key objective of marketing services is the organization of continuous, long-term relationships with consumers. And they are possible only on the basis of knowledge of the client profile, his needs.
For a marketer, it’s important:
- regularly monitor customer reactions to your marketing efforts;
- to keep bidirectional communications with the client, which are based on feedback, on building a variety of convenient communication channels;
- to create a combination of "client-company" and a rational and emotional connection.
The marketer must update the customer database. Ideally, this should be a CRM system. It is necessary to create such a personnel management system, the purpose of which is the formation and maintenance of customer loyalty.
Career prospects
The most obvious prospect is to head the marketing department. If the company is large, this goal is most often seen by newly hired managers. Many business trainers advise those who want to build their own business in the future to gain real marketing experience. Such arguments are explained by the fact that you can learn how to study the market, promote products, explore product management and build customer relationships, precisely by fulfilling the duties of a marketer.
If you are still getting an education, but plan to do internships at the enterprises as a marketing manager, then the layer of work that you perform in practice may be the best resume for subsequent employment.
Where can I work?
Mostly marketing managers are in demand in companies engaged in trade and services. Moreover, the scale of organizations is not so important. Vacancies for marketers are available in large holdings and in medium-sized organizations. Some experts are afraid of employment in an outsourcing agency. But often this is a great solution to a professional question: The marketing agency is focused on providing media services, advertising, and the manager will work together with colleagues. This can be a very convenient collaboration.
Marketers work together, and often this is beneficial to all participants in the process.
Where and how to learn?
You can get the specialty of a marketing manager at a university, college, or even special courses. In the latter case, retraining is supposed to be based on an existing education, usually economic.
But formal education, having a diploma is not enough. The whole theory is reinforced by practical skills. Continuing education courses for the marketer also exist. They can be held in different ways: in the form of seminars, webinars, trainings. Such ongoing training will help you to remain a sought-after specialist, receive decent wages and, of course, improve professionally.
