Levitan I.A., Moiseeva F.A.,

Donetsk national university of economics and trade

named after Mykhailo Tugan-Baranovsky

MARKETING MANAGER’S TASKS

Marketing Management can be described as the analysis, planning, and decision making, that a marketing manager must carry out to implement a marketing plan and a marketing strategy for a company. The marketing manager should make decisions based on the market research that was prepared for the company's business plan.

Based on this research, the marketing manager will:

ü Complete a thorough market analysis

ü Analyze the company's physical, financial and people resources

ü Develop a marketing strategy that responds to market conditions and makes the best use of the company's resources

Marketing manager makes analysis in the following stages: research, analysis, draw conclusions. Once the market research is finished and manager has analyzed the research, he or she should draw some conclusions about the studied market. This information will form part of an overall marketing strategy.

A marketing manager is responsible for presenting the business to the marketplace. It is very important that a business is consistent (smt. referred to as the creative platform) in the way it presents itself in the marketplace. The marketing approach of many companies, new or well established often lacks consistency and, therefore, is not as cost effective as it could be. For e. g. business cards, signs, newspaper Ads, or web pages may all look a little different because they don't flow from a well-thought-out creative platform.

Determining whether a company has a consistent approach to present its business to the marketplace, marketing questionnaire is usually used. This questionnaire provides managers with a methodology for thinking about every aspect of the business as it relates to marketing the company and its offerings.

One of the very important functions of the marketing manager is media planning. The media events of a business shouldn't be prepared 'on the spur of the moment.' Rather, they should be an integrated part of the overall marketing activity of the business.

In addition, all of the marketing activity of a business needs to reflect the creative platform of the company.

To do that effectively, marketing activities need planning and coordinating. Doing so creates synergy between the marketing activities of the company.

Synergy means that by synchronizing activities more energy is created than if the activities were completed separately. By coordinating the marketing activities, the company will have a marketing program that is:

ü More effective

ü Economical

ü More easily adjusted or adapted to market conditions

ü Adaptable to the growing needs of the company

Media planning include such activities as television (the most effective one), radio, magazine advertising, coupons, flayers, planned promotional events.

A good media plan is the result of the effective coordination of the company marketing activities.

Key part of a company's marketing strategy and a marketing plan is pricing policy. A company's pricing policy is the final expression of its marketing strategy.

In the end, no business transaction takes place unless everything else you do in your marketing plan culminates in a sale. The selling price must be justified, or is the result of the total marketing approach.

Companies adopt their pricing policy for a number of reasons.

After completing the detailed research and analysis (discussed previously), a company will have reached conclusions in regard to:

· Who the customers are?

· What the needs of the customers are?

· What product suppliers have the best product lines and programs to help company satisfy those needs?

As part of marketing plan, company has to implement a strategy that fits its budget and takes advantage of the support programs offered by suppliers.

So, marketing manager or the owner of a business needs to do a lot to develop and implement an effective marketing strategy for their company.

Careful research, analysis, planning, and good decision-making result in effective and successful marketing strategies.

LITERATURE

1. J. Graeme Robertson, Dr. Shirley Chapman “Sales and marketing management”, BizBite consulting group, 2004.

2. CMO Summit materials – Marketing or General management, 2005.

3. Principles of marketing, Amanda Williams, 2006.