When the company has a staff of marketers headed by a director, everyone deals with the field in which he specializes. While one creates creative concepts, the second is looking for new advertising channels, the third sets up metrics and builds hypotheses.
WHAT IS MARKETING: DEFINITIONS, NOTIONS, EXAMPLES.
Wandering around the network or simply in communication with colleagues, I was faced with a complete or partial misunderstanding of many business processes, and in the first place - marketing. I decided to present some thoughts on this issue, to reveal the most important points relying more on my personal practice, as well as the practical results of other companies. In general, I believe that marketing (as well as management in general) is not the kind of science that can be learned from books. Some basic knowledge - yes.
The main types of marketing activities include:
- research (consumer, product, market);
- R & D (coordinated with marketing activities);
-planning;
-price policy;
-packaging;
-complex marketing communications (advertising in the media, public relations, sales promotion, direct marketing);
- sales activities (work with the staff of the distribution network, training, monitoring, organization of special sales systems, measures to optimize sales in the field, etc.);
-development of the distribution of goods at sales points;
-international operations;
-after-sales service
Marketing begins long before the company has a finished product. Marketing begins with the fact that managers identify the needs of people, calculate their intensity and volume, determine the company's capabilities to meet them. Marketers continue to work on products throughout its life cycle. They are trying to find new consumers and keep existing ones, improving the consumer properties of the product and using sales and feedback reports for this purpose. If a marketing specialist did a good job - he correctly understood the needs of the client, created a product that met the requirements of customers, set a reasonable price, distributed the product correctly and ran an advertising campaign, then selling such a product would be very easy.
