I. Responsibilities of Marketing Department
Macroscopically speaking: (1) the marketing department is the information provider and staff of the marketing decision-making department;
(2) Being the planner and executor of conveying product and service information to target customers;
(3) become a partner in the sales department. It can be said that the marketing department is the "brain" or "navigator" of the enterprise, which is constantly changing.
In the measurement market, it plays a vital role in identifying, discovering and guiding enterprises and in the bottom-up and development of enterprises.
Microscopically, for consumer enterprises, the marketing department mainly has the following functions:
1, formulate product promotion strategy.
(1) Formulate the overall promotion strategy of the product line.
(2) Formulate marketing strategies for new products-publicity strategy, channel strategy and price strategy.
(3) Develop product cleaning strategy.
2, planning advertising strategy
(1) Make annual and monthly advertising plans and specific activities.
(2) Design and manufacture of doors and counters.
3. Plan the promotion strategy
(1) Promotional measures for dealers
(II) Promotion measures for the promoters of the company
(3) Promotion measures for consumers
4. Public relations publicity
Study and formulate strategies to improve the company's popularity. Including the use of advertising, the use of public relations reports, the planning and use of CIS.
5. Make plans for recruitment, education and training of sales staff and shopping guide representatives.
6. Add and modify the "Standard Sales Words" scheme.
Second, the marketing manager's work skills
1, a good helper to master information.
(1) For selling products, many people have a clear concept, that is, selling products and completing their own sales tasks.
(2) Observe and analyze the company's overall sales strategy and grasp the market, including market share, product price strategy, promotion strategy, customer orientation, market segmentation plan and so on.
(3) From the long-term perspective of the company, analyze your own work priorities, be responsible to the company for the above problems, conduct market research, and provide plans and reports for other departments and decision makers.
The marketing department is the information consulting department.
(1) Have a clear understanding of the organization itself; Including understanding the organization's development goals, leadership intentions, technology, management, products and personnel.
(2) Be familiar with the external environment of the organization, especially its current situation, market share and competitors.
(3) Analyze the development trend of the market and organize the current strengths and weaknesses. Only on the basis of detailed environmental analysis can we begin to formulate strategies.
(4) The marketing department should respond to the consulting department of the company and provide information services for the leadership decision-making.
3, the marketing department to do "potential"
In many companies, the marketing department is actually a strategic planning department, and it is a department that does "potential", while the sales department is a department that implements the planning and does "things" of the marketing department. Real marketers can also be said to be product managers, who are responsible for a whole set of processes such as market research, demand analysis, product design, product pricing strategy, sales channel planning and sales strategy.