Marketing is the production of goods that satisfy the needs of customers, as well as the search for consumers who will purchase this product. Marketing management is an ongoing process that depends on the strategy of the business itself. Any company, regardless of experience in the market and income level, should take care of its advertising campaigns, because only an active and constant reminder of the company, sales promotion and various BTL-actions can attract new customers and keep regular ones.
Marketing activities aimed at attracting customers may not be sufficient.
or excess. In the latter case, the
demand for goods is reduced through special events.
Improving marketing activities always requires a lot of money. The enterprise should allocate a certain budget for campaigns. Marketing activity consists of several stages: market analysis, choice of advertising strategy , PR and media planning. All this ensures uniform development of the enterprise, profit and expansion of market shares.
A company may have a full-time specialist or engage an outside agency. A marketer who is on the staff and is constantly at the enterprise knows the “kitchen” from the inside, is familiar with the culture, staff and history of the enterprise. His work will be more effective than activities organized by employees.
Marketing management can be divided into two stages. This is an improvement in the work of the department and the selection of competent employees.
At the first stage, the conditions for the effective work of the employee are created, so that he can collect information without interference, make data records, have all the necessary equipment, and so on.
You also need a built-up interaction between the advertising department and all other departments.
For the marketing department to work productively, you need to properly organize its work, as well as choose the structure that the department will control. Often, the specialists of the advertising department are subordinate to the sales department, in which few people have a specialized education that allows them to understand the strategy and media planning. For this reason, conflicts and misunderstandings often occur between employees and management, which leads to inefficient work. Only a clear definition of the tasks and place of the marketing service in the structure of the organization will ensure the efficient operation of the entire company.
A marketer should not only have knowledge in his specialty, but also be familiar with the specifics of the enterprise. Also, the specialist must be sociable and dynamic, because it is he who is the interacting link between the audience of consumers and the company. You have to understand both employees and customers in order to create the best environment for marketing the product.
Marketing activities direct the organization to satisfy consumer desires, control advertising campaigns, product, managers and the whole atmosphere of the enterprise. Ideally, the advertising department should include several specialists with their own narrow responsibilities, but more often only one of them is engaged in “everything”, which leads to insecurity and inefficiency.
If the company wants to develop and increase market share, then marketing activities should be in the foreground. Managers should not skimp on waste of time and finances for training and searching for specialists. Improving marketing activities always has a beneficial effect on the income and livelihoods of the enterprise as a whole.