Objectives and tasks of the marketing manager in a company

Objectives and tasks of the marketing manager in a company

 

 

The main objective of having a marketing manager in a company is to create a sales system within the company that brings the greatest benefit to it.

Marketing is often thought of when you need to market goods and services. This happens most of the time, because companies do not always fully understand what the job of a marketer is. However, the range of competencies of specialists in this field is much broader than the creation of advertising.

A marketer is someone who knows how to find reasons and knows the needs of customers. He is a specialist who understands the business in terms of the bottom line. Ultimately, consumers are the ones who determine the degree of demand for a company's goods and services. No one in an organization has a more accurate answer to the question of why a purchase will or will not occur except the salesperson.

How does marketing work in a company? What tasks does the specialist of this profession solve to boost sales? In this article you will find the answers to these questions.

The objectives of the marketer in the company

Of course, the exact purpose of marketing in the company largely depends on the scope of activity, the position of the company in the market, available resources, the range of offers for consumers, etc. But all this diversity has one thing in common.

The main objective of the work of the digital marketing specialist is to increase the value of the company's offer to consumers with the tools and resources available. This means that the product must offer a solution to a problem that people perceive as more valuable than the cost of acquiring it.

The marketer manages the value proposition by adjusting a combination of four parameters that we have already discussed in other posts. These are:

     products
     prices
     Place (distribution channels)
     Promotion

On the other hand, it should be noted that in a highly competitive environment it is almost useless to talk about large differences in the functional nature of the products. In this sense, the products of the different companies are similar or even identical in terms of their characteristics. Any improvement of the consumer properties of one of them is copied rather quickly by the others.

In today's market, the emotional characteristics of the offer, which are the ones that most influence consumer choice, require due attention. Its set is the essence of the brand.

For this reason, the stereotypes of the past that a good product does not need advertising and that it sells itself no longer work. With the abundance of alternatives on the market, for every interesting offer from the company, there will always be an equally attractive response from the competition that will engage the consumer with marketing efforts.

The flip side of the value proposition is that it's not the one-time purchases that are important to the company in the long run, but the regular transactions with customers. They are defined by positive emotional experiences and consumer trust.

This is of enormous economic importance for the company, since repeat purchases increase the income of each individual customer and reduce the unit cost of the promotion, which has a favorable effect on the profitability of sales.

Thus, the marketer, by being involved in the configuration and management of the company's value proposition, really determines its demand in the market. The effectiveness of the work of the marketer, in turn, determines the achievement of revenue targets and the general vector of development of the entire company. It can be said that the objectives of the marketer and the company as a whole are actually the same.

What tasks does a marketing specialist solve?

Most of the time, when looking for a marketing specialist, companies describe the tasks that the role in question must perform. It should be a list consisting of the following responsibilities:

     Research and analyze the sales market and identify potential consumer segments.

     Study of the offers of the competition in the market.

     Shape the range of products according to the expectations and demands of the consumer public to which it is addressed.

     Pricing and discount policy.

     Build and develop distribution channels.

     Planning and execution of communication programs for the promotion and interaction with consumers.

     Analyze the results of the impact of marketing on the target audience.

As great as a job description is, it does not provide an exact answer about the specific tasks that the marketing manager performs in the company. This is because the job description is a general description of what a specialist may encounter in the workplace.