To achieve success and prosperity, any company should be focused on the consumer, understanding and satisfying his needs and requirements. The theory and practice of marketing today are built on creating customer value and customer satisfaction. Marketing has become an important component of the activities of any company, whether it produces consumer goods or provides services. Even specialists in private practice began to use his techniques.
Marketing and marketer
Since the purpose of modern marketing is to satisfy the needs of the consumer, first you need to understand these needs, then create products and services that satisfy them as much as possible, set a reasonable and reasonable price, distribute the goods correctly and, last but not least, effectively advertise them. After all, the goods necessary for the consumer and exactly matching his requirements sell themselves.
A marketer studies the supply and demand for goods and services, on the basis of the information received, plans events to increase business profitability. At production enterprises, long before the start of production, the marketer determines which category of consumers the product will be designed for and its competitiveness. Based on these data, the concept of the product, its appearance, is built, the price is set, promotion and marketing is organized. In trading companies, such work is carried out before a decision is made on the purchase of a particular product.
Marketing Tasks
The main goal and objective of marketing activities is to increase the consumer value of the product, that is, with the help of a whole range of activities, mainly the right advertising campaign, the need to convince the buyer to pay for the product as much as possible. The specific goal is profitability, growth in sales and profits.
The task of marketing activities to analyze the market and select target markets is to regularly collect primary information about competitors, market dynamics, key drivers (parameters for evaluating) the market. The goal is to increase sales volumes, outpacing the growth rate of the markets in which the company operates.
Marketing objectives are also work with consumers in order to increase the volume of purchases, their frequency and increase the number of customers; development of a strategy for promoting the company's products and increasing their competitiveness; assortment management, pricing and profitability control; organizational, managerial and control functions.
Marketer Functions
A complete list of professional marketing functions in an enterprise cannot be contained in any job description of a marketing manager. Functions are divided into four groups by type of activity. The job descriptions of the marketer vary depending on the industry in which the company operates and what the specifics of the company itself are.
Information and analytical activity consists in studying market conditions consumer behavior and possible ways to influence it, the potential of the enterprise and its competitiveness; selection of target markets and their segments, development of recommendations for the selection of markets; the formation of consumer demand, forecasting sales; analysis of the competitive environment.
Commodity production includes the development of ideas for the creation of new goods and the organization of their production, proposals for the formation of an assortment of goods.
Sales activity consists in developing sales strategies, determining product and pricing policies, creating a system marketing communications.
Economic and management activity consists in participating in the financial and economic analysis of the enterprise; ensuring investment and risk management; participation in the development and economic feasibility of current and long-term plans of the enterprise and increase its effectiveness; management of marketing activities of the enterprise.
Marketer Requirements
The job description of the marketer at the enterprise determines the list of knowledge that a specialist needs.
Firstly, he needs knowledge on the theory of marketing obtained in a higher educational institution by profession. The marketer still needs knowledge in mathematics, computer science, economics, sociology, history and philosophy in order to be able to manage goods and the market. To manage consumers, a marketer must know the basics of psychology, logic, cultural studies, communicative impact.
Secondly, the marketer needs to know foreign languages, and not only for work in large companies with foreign capital. After all, it is foreign companies that have rich experience in organizing market research and product promotion.
Thirdly, it is good if the marketing specialist has the basics of programming and computer science knowledge. He must know not only standard office programs, but also special ones.
Personal qualities of a marketer
The job descriptions of the marketer do not stipulate the personal qualities of a specialist. But for effective work, a marketer must have a whole set of qualities.
Analytical thinking and logic associated with mathematical abilities are needed to analyze sales dynamics, manage the advertising budget, correctly calculate the effectiveness of investments and choose the best solution from several, establish causal relationships in consumer behavior.
Creativity, the ability to generate ideas, creativity and a willingness to perceive new information are needed to create new ideas and search for several alternative solutions to one problem.
Sociability, diplomacy, emotional stability are very important in the work of a manager, who must be able to correctly and coherently express his thoughts on paper and aloud, find contacts with people, study their needs and be able to promote goods on the market in a competitive environment.
General Marketer Responsibilities
Depending on the priorities of the company and the direction of the marketer, his responsibilities may vary. The company can focus on the study of the competitive environment and consumers, on the development of the brand or the organization of advertising. The job description of the marketer may not specify his responsibilities. Most often they reflect the basic list:
- study of consumer behavior and analysis of the target audience;
- study and analysis, forecasting market fluctuations and its trends, comparative analysis of markets, choice of target market;
- development of the competitive advantages of the product, approval of its development strategy and tactical product management;
- development of concepts and plans for product promotion, assortment formation, pricing.
Data on sales, markets, competitive brands are entered into the program, which analyzes and builds charts. Processed information, analysis results, conclusions and recommendations for the promotion of goods are made out in the form of reports and presentations.
Additional Marketer Responsibilities
The job description of the Internet marketer supplements the requirements for the employee with knowledge in the field of information technology, the skills of searching, organizing and analyzing information on the Internet, compiling not only advertising texts, but also images.An Internet marketer does not communicate directly with people, but maintains constant contact using various communication methods. Therefore, he, too, should be characterized by sociability and sociability, the ability to competently and logically think and express thoughts in writing.
The job description of an advertising marketer additionally includes responsibilities for developing a strategy and conducting advertising campaigns, coordinating the work of advertising agencies.
The analysis specialist is more focused on the study of markets and consumer demand, and the trade marketer is focused on sales. The job descriptions of the marketing analyst and trade marketing specialist specify the responsibilities in the field of promoting new products on the market and in organizing the promotion of goods from the manufacturer to the final consumer in the most profitable way, and more profitable for all participants in the process of goods movement, respectively.
The role of the event manager in the marketing department is quite controversial. Promotion of goods at corporate events is only one of his responsibilities. For such a specialist, public speaking skills are very important.
Here in a nutshell and all about who such a marketer, responsibilities, job descriptions of a marketing specialist were also considered. In any case, to the extent that is needed for the preparation of instructions.
