Marketing department: structure and functions. What does the marketing department do?
In today's world, it is difficult to imagineA medium-sized company without a marketing department or at least one or two specialists in this field. The realities of the market do not allow to do without an integrated approach to the process of creating a product or service and their further distribution. In the variety of brands and brands, it is very difficult to find a place for your goods on the shelf in the store. Without knowledge and practical skills in this field, it will be very difficult to continue its activities.
Any company activity is considered to be marketingor a firm with the goal of creating products and marketing them. The main tasks can be considered the collection and analysis of the necessary information to draw a portrait of the target audience, the search for USP, the study of the commitment and expectations of potential buyers. In addition, marketing helps to understand what place the company takes among other companies in this industry.
Market activity begins with the development ofgoods and ends only after a person has purchased a product or service, tried them and was able to form their opinion. If the final product does not meet the expectations of customers in some ways, the task of specialists is to understand the reason and find ways to eliminate it.
To answer the question about what is being donemarketing department, you need to decide on its functions. The tasks that specialists solve, can be both tactical and strategic, the correct wording of which can affect the achievement or failure to achieve the goals. Any marketing activity should have a result that can be estimated in terms of units (firm profit, quantity of sales, percentage growth of buyers, etc.).
To organize a competent process of functioning, several rules must be observed.
First, the structure of the marketing department should be simple. From it you need to remove all the extra links that affect the speed of finding the necessary solutions.
Secondly, each employee should be responsible forlimited number of functions. Categorically, it is impossible for a large number of people to answer for the same area of work. This will complicate and prolong the process of solving the set tasks.
Thirdly, all employees should be differentflexibility and adaptability. Under conditions of rapidly changing market conditions, the main factor of success will be the ability to find new ways of solving problems faster than the competitor can do.
The specifics of the organization of the work of the departmentalso depends on the type of activity of the company, the volume of production, the number of employees, the presence of subsidiaries and branches, the sectoral focus, the availability of competitors and their number, remoteness from end-users and outlets.
Number of specialists working in onemarketing department, can be different. It depends on the size of the company and its goals. As mentioned above, every marketer should deal with his own area of market activity. Someone will investigate competitors, someone make up a portrait of a buyer, someone will look for new ways and ways of marketing finished products.
Many modern firms sell their products notonly offline, that is, through physical stores, but also online. Ways to promote services through these channels are significantly different, so it is advisable to entrust these tasks to different specialists. In addition, marketers are required who are responsible for current projects and SEO-promotion of the company on the Internet.
The marketing department also includes logisticians,designers, content editors, copywriters, photographers, videographers. It is often necessary to supplement the existing team with promoters and employees for one-time projects. Each of these specialists has a number of unique tasks of which, as a result, full-scale marketing activity develops. In most cases, departments have either a chief or a main manager who controls the work process and directs it to the right track.
Functions of the marketing department
To achieve all of the company's goalsA clear tactic and strategy of action is needed. Responsible for this type of work is a marketing manager, or a marketer. It is from his professional efforts that positive dynamics depends. This can be an increase in sales or recognition, the conquest of new target groups, the emergence of a new market segment or the success of an advertising action to launch a new product or service.
The responsibilities of marketers, or marketing managers, include the following activities:
- Analysis of the market situation and future trends.
- Analysis of the behavior of potential buyers and consumers.
- Definition of the target market.
- Identify competitive advantages.
- Preparation of programs to introduce benefits in the company's activities.
- Development of strategy and tactics of goods promotion.
- Tactical management of the company's product range.
- Increase customer loyalty.
- Analysis, control and calculation of the results of ongoing work.
Study of market needs and trends
A marketing manager should start hisactivities with a full analysis of the market: from its trend and competitors to the expectations of buyers and intermediaries (for companies like B2B). Often for more qualitative research, specialized analytical and statistical agencies are involved. For small and medium-sized businesses with a limited budget, this is usually not required.
Upon completion of marketing researchthe specialist draws up appropriate reports and draws conclusions about a strategy for the development and promotion of the product. If he receives third-party data, he will still have to adapt the information received, taking into account the goals and objectives.
After a thorough and thorough study of market nichesand segments, assessing the attractiveness of each segment and the potential viability of the firm in the chosen category, the marketer can determine the prospects for the development of the business and the direction in which it is worth moving.
Studying the target audience
A marketing manager must havenecessary knowledge to identify the wishes and expectations of the end user. They will eventually help create a product in demand on the market, correctly determine its price and distribution methods.
This complex process chain begins withdetailed analysis of the potential buyer. Marketers conduct surveys, work with representative groups, collect research conducted before them. Based on these data, you can already determine the needs and prejudices of the audience. The marketing manager should not only know all the benefits that customers would like to find in the proposed product, but also all their concerns about it.
The main goal of the product is to solve a specificproblem of the buyer. At the same time, he must meet his expectations. Behind the act of purchase there are also certain motivational incentives. The task of the marketer is to determine them, then the consumer will buy the goods more often and with greater eagerness. For example, a cellulite cream can be sold, in that attractiveness and harmony will help women to maintain relationships in the family or simply attract the attention of the opposite sex.
Audience settings may vary due to differentexternal reasons (the emergence of cheaper competitive analogs, cooling interest, and others), so the marketer must always monitor the behavior and attitude of buyers to the goods in order to determine when the product or service needs to be modified.
Selecting a target market
Develop a product or service in two ways:
- Conduct a study of the target audience and identify their expectations, on the basis of which the product is subsequently created.
- Conduct an analysis of the technical and resource capabilities of the company and create a product based on them, and then search for the audience that is interested in the existing product.
A thorough market research allowsmarketers determine the most promising group of buyers, which will bring the maximum profit and will be different loyalty. It also helps to determine the target market and the segment in which the company would be the most profitable to be represented. Knowledge of buying preferences helps to identify the weaknesses of competitors and the shortcomings of their products.
Creating Competitive Advantage
An attractive view can be considered one of thepledge of product success. The task of marketers in this case is to give the product the necessary external characteristics and distinguish it from a number of similar products. In addition to this, you can create a unique trade proposal (UTS), which will make the product even more attractive in the eyes of potential buyers.
Competitiveness of goods is considered one of thekey characteristics. With the same functional set of two products, for example a pot, the customer chooses the one that he liked more or approached for the price. For some categories of goods, price is no longer a determining factor (essential goods, luxury products). In this case, everything depends only on the external appearance and the availability of additional services that go with the goods. Knowing the weaknesses of the competitor's products allows you to take a more advantageous position in the market.
Development of long-term strategy
Without the participation of the marketing department in the enterpriseplanning in the future is impossible. First, its employees are familiar with all market trends and customer expectations. Secondly, they will quickly find a profitable segment for the placement of goods. Thirdly, they will be able not only to develop a strategy aimed at emphasizing the strengths of the advertised product, but will also take into account potential dangers, reduce the risks of losses and develop a marketing research and activities plan that will help them achieve their goals faster.
Company goods management
The manager of the marketing department always knows the goods inall the details. He will be able to highlight the strengths and hide the not very attractive. In addition, the marketing manager will always be able to talk about the product and stimulate both the buyer's interest and encourage him to a final action.
Skilled management of the goods is just as important asdevelopment of a competent strategy and media plan of an advertising campaign. Without understanding the expectations of consumers in relation to a particular product, it will be impossible to correctly determine the price, the size, and the number of items in the package.
Forming relationships with customers
Since in the marketing and advertising department liesresponsibility for the growth of the customer base and establishment of feedback from consumers, their duties also include the development and implementation of measures to attract more attention to the product, service or organization. Specialists should attract new ones, maintain relations with existing ones and try to return the departed clients.
In the realities of the modern market, it is the expansionclient base and establishing relationships with them is becoming a key task of marketers. First of all, this is due to the simplification of other processes through the Internet. In addition, it is proved that loyal customers can provide more stable income in the long term.
Monitoring and analysis
As a rule, the head of the departmentmarketing sets short-term and long-term goals for the whole team. In the future, he also has to control the process of achieving them. He will need to develop "corrective measures" if any of the tasks are not successfully implemented. The management and control of resources is also included in the list of his direct responsibilities.
From idea to sale
By itself, the marketer is both a manager andcoordinator, and often the executor. From his knowledge and actions depends the fate of not only one taken product, but the entire organization as a whole. Answering the question about what the marketing department does, it's important to remember its multi-functionality. He not only manages existing goods and services and conducts research, but also develops and implements new ones, helping the company move forward, increasing its customer base and annual turnover. Therefore, the presence of a competent marketer is important for maintaining the life of the company in the long term.