Description of a Marketing Department - Small Business ...

A marketing department promotes your business and drives sales of its products or services. It provides the necessary research to identify your target ... CultureMusicSportsFood&DrinkEntertainmentLifeHomesNewsWeatherShoppingJobsCarsHearstNewspapersparticipatesinvariousaffiliatemarketingprograms,whichmeanswemaygetpaidcommissionsoneditoriallychosenproductspurchasedthroughourlinkstoretailersites.DescriptionofaMarketingDepartmentSmallBusiness|Advertising&Marketing|MarketingByKarenS.JohnsonUpdatedMarch11,2019WhatIsEvidence-BasedMarketing?WhatAretheKeyPoints&StepsofPromotioninRegardstoMarketing?BenefitsVs.DisadvantagesofMarketingWhatIsaMarketingMisconception?HowtoUpgradetheFirmwareonaSharpAquosTVAmarketingdepartmentpromotesyourbusinessanddrivessalesofitsproductsorservices.Itprovidesthenecessaryresearchtoidentifyyourtargetcustomersandotheraudiences.Dependingonthecompany’shierarchicalorganization,amarketingdirector,managerorvicepresidentofmarketingmightbeatthehelm.Insomebusinesses,avicepresidentofsalesandmarketingoverseesboththemarketingandsalesdepartmentswithastrongmanagerleadingeachdepartment.It’simportanttokeepastrongmarketingdepartmentintactregardlessoftheeconomysoyouremainvisibleandkeepsalesstrong.ResearchisVitalResearchisapillarofallmarketingactivities.Withoutdemographicresearch,productdevelopersdon’tknowwhatfeaturestodesignintoproductsthatwillappealtocustomers.Publicistswon’tknowwhatpublicationscustomersreadorwhatindustrytopicsjournalistsarecovering.Researchisusedtomeasurebuyinghabits,productuseandopinionsofyourbusinessaswellasyourcompetitors.Thebetteryourresearch,thelessmoneyyouwillwaste–forexample,bybuyingadsthatwon’treachyourcustomersormakingaproductthatnoonewillbuy.ConnectingCustomerstoProductsAfunctionalmarketingdepartmentimplementscustomerrelationshipmanagementfunctionstotrackandpredictwhatcustomerswantintheirproducts.Itconnectsthecustomertotheproductwithharddataaswellasemotional,qualitativeinformationthatcanhelpproductdesignersdifferentiateyourproductsfromthoseofacompetitor.Thisinformationalsohelpsmarketingpromotionsbyhighlightingthesedifferencesinmarketingmaterials.Amarketingdepartmentsetspricesforproductsthatrecoupdevelopmentandpromotionalcostswhilegeneratingrevenueforthecompany.PromotionsandPRMarketingdepartmentscarryoutpromotionalstrategiesforproductsandservices,andsomemayalsoincorporatepromotionalactivities,suchaspublicrelations,forthebusinessasawhole.Thepromotionsstaffassiststhesalesforcewithsalespromotions;offerspublicrelationssupportforproductlaunches,tradeshowsandotherevents;purchasesadvertisingthatillustratesproductbenefitsandfeatures;andpitchestheproducttomediaoutlets.Promotionactivitiesrangefromcreatingawarenessofaproducttopersuadingcustomerstotryandthenbuytheproduct.NewBusinessDevelopmentMarketingworkscloselywithsalesingeneratingnewbusiness.Employeesenticeprospectstoengagewithyourcompanyinsomeway,evenifit’sjustvisitingthewebsite,andthenusesincentivestogetcustomerstocontinuethinkingabouttheproductsothatthesalesteamcanconvincethemtobuytheproduct.Thisiscalledgeneratingleads.Noteveryleadturnsintoapayingcustomer,sobusinessdevelopmentisongoing.Itcanalsoincludeidentifyingnewmarketsforexistingproductsordiscoveringaneedthatcurrentcustomershaveforamodifiedversionofanexistingproduct.ReferencesInc.:TipsandToolsforBuildingaMarketingTeamBureauofLaborStatistics:Advertising,Promotions,andMarketingManagersCMO:ElevatingtheRoleoftheMarketingLeaderNationalAssociationofChristianWomenEntrepreneurs:WhatIsaMarketingFunnel?ResourcesAmericanMarketingAssociation:2010NationalAverageMarketingSalariesInc.:VicePresidentofMarketingJobDescriptionWriterBioBasedinCentralTexas,KarenS.Johnsonisamarketingprofessionalwithmorethan30years'experienceandspecializesinbusinessandequestriantopics.HerarticleshaveappearedinseveraltradeandbusinesspublicationssuchastheHoustonChronicle.Johnsonalsoco-authoredaseriesofcommunicationspublicationsfortheU.S.AgencyforInternationalDevelopment.SheholdsaBachelorofScienceinspeechfromUT-Austin.RelatedArticlesRoleofMarketingManagementinNewProductDevelopmentTheImportanceofMarketinginSellingTheImpactofLeanThinking&theLeanEnterpriseonMarketingAboutBusinessResearchHowtoCreateMarketingPlansDependingonCustomerInsightsHowtoCreateaMarketingPlantoGenerateSalesUnifiedMarketingStrategyWhatIsAdvertisingasanOrganizationalFunction?ResponsibilitiesforaMerchandisingSpecialistWhatIsEvidence-BasedMarketing?WhatAretheKeyPoints&StepsofPromotioninRegardstoMarketing?BenefitsVs.DisadvantagesofMarketing1RoleofMarketingManagementinNewProductDevelopment2TheImportanceofMarketinginSelling3TheImpactofLeanThinking&theLeanEnterpriseonMarketing4AboutBusinessResearch