What does the marketing department do?

What exactly does a company’s marketing department do? What is the job content of the marketing department? What is its departmental functional positioning? Is the marketing department just there to spend money on advertising? Is the marketing department a department that coordinates sales or a department that manages sales? Is the marketing department a corporate marketing strategic planning unit or a corporate marketing tactical execution unit? These problems that plague corporate executives are roughly explained by the author as follows based on work experience in the industry. This manual (taking the wine industry as an example) aims to better provide a concise explanation of the organizational management, functional positioning, department and personnel work direction, responsibilities, etc. of the marketing department in various industries, and is intended to clearly outline the corporate market. The operating characteristics of the department.

1. Departmental Positioning of the Marketing Department:

Department Responsibilities: A comprehensive marketing management department responsible for brand planning, marketing promotion, and market management. Department positioning: The marketing department is the corporate marketing strategic planning unit under the direct leadership of the corporate president. It is also the assessment unit that leads the corporate marketing department to implement corporate marketing strategies and tactics. In terms of work efficiency and resource integration, the operating status of the marketing department and marketing department of traditional enterprises has changed. The marketing department has transformed from working alone to a structure under the leadership of the marketing department, integrating comprehensive management and strategic and tactical marketing. Organizational structure is gradually gaining popularity in large and medium-sized enterprises. In terms of performance, mature medium-sized enterprises usually form a sales company with members of the marketing team, and the marketing director leads the marketing and marketing operations of the entire sales company. In very large enterprises, they are subdivided into production companies, brand operation companies, and agent alliance sales companies. For example, COFCO Winery’s three Great Wall wine brands are produced by winemaking companies located in Shacheng, Changli, Hebei, and Yantai, Shandong, while brand promotion and marketing activities are operated by the integrated Great Wall Wine Brand Company. Specific sales matters Each regional agent or alliance company is responsible for network development and payment collection.

2. Functional positioning of the marketing department:

Brand planning, marketing, and market management. The content is as follows: 1.

Brand planning content: Corresponding management department - Brand Planning Department 1) Product positioning: product price system composition positioning, product variety development group positioning, product launch area positioning, target consumer group positioning . 2) Product packaging design:

: product internal and external packaging design and production, brochure/page/bottle hanging design and production. 3) Product promotion: Exploration and refinement of product selling point concepts. Develop product series promotional copy and new product launch plans. 4) Brand promotion: Develop news PR plans and media placement plans, establish and maintain communication relationships with the media, and explore brand connotations and promotion plans that are conducive to product promotion. Organize new product launch press conferences, new product regional roadshows, consumer brand experience activities (different seasons/different themes/different occasions), etc. with the background of brand promotion and the support of brand promotion. Use the brand to drive product sales, and use product sales to promote brand promotion. 2． Marketing content: Corresponding management department - Marketing Department 1) Product promotion: Under the guidance of formulating annual marketing plans and regional sales decomposition plans, determine the time, plan, and region for product promotion around image products, profit products, and sales products. , channels, fees, plans, etc. 2) Channel promotion: Combined with the product promotion content, on the premise of clarifying the promotion channels and product consumer groups, carry out targeted channel promotion activities: including sales incentives for channel dealers, channel distributors, channels, and implementation of promotion activities. Responsible for coordinating the establishment of stable and high-quality distribution channels in each sales area and refining network management; responsible for market development and investment management of blank networks. Support distributors' distribution network development plans, and support regional sales departments in completing network store negotiations and settlement plans. 3) Terminal promotion: Combining product promotion and channel promotion content, and on the premise of clarifying product channels and focusing on regional cities, various activities focusing on product promotion are targeted at consumers and retail terminals. Including regional theme product promotion activities (traditional SP: purchase gifts/bundles/special prices, etc.; modern SP: experiential consumption, fashion roadshows, etc.), regional new product launch theme promotion activities, etc.

Collection, analysis, and transmission of market information; construction planning, budgeting, and management of regional stores (display, image, etc.). 3. Market management content: Corresponding management department - channel management department 1) Promotion management: training and daily management of shopping guides; unified production and purchase of promotional materials and promotional items; design and production of advertising materials and sales support props. Management forms: "Promotional Gifts Customization Application Form", "Promotional Gifts Order Purchasing Application Form", "Shopping Guide Entry Form", "Shopping Guide Resignation Application Form", "Promotional Personnel Deployment Application Form", "Promotional Personnel Transfer and Resignation Change Form" ”, “Application Form for Purchase of Promotional Supplies”, etc. 2) Personnel management: Provide corresponding market support to regional managers - provincial managers - area managers - city managers - channel managers - promoters/tallyers, etc., and conduct third-party evaluation of regional personnel management performance Evaluate. 3) Point of sale management: formulation, implementation and monitoring of terminal management standards. Including point-of-sale expense data management, point-of-sale sales data management, and point-of-sale image display management. 4) Dealer management:

Carry out statistics, analysis, evaluation and planning of the national sales network structure and customer structure. Comprehensive evaluation data composed of regions - cities - dealers - channels - promotion personnel - main products - number of admission terminals - admission fees - channel sales - cost input-output ratio, etc. management chain. 5) Channel management: Develop a channel management system. According to different product promotion channels, channel management is evaluated and adjusted from the two aspects of resident sales organization and dealer support. Management forms: "Channel Sales Status Assessment", "Channel Promotion Activities Assessment", "Channel Dealer Support Assessment", "Channel Sales Personnel Performance Assessment", "Channel Single Store Sales Assessment", "Channel Improvement Assessment Form", etc. 6) Market management system:

"Market Fee Management Measures", "Market Management Regulations", "Material Management Measures", "Sales Contract Management Measures", "Promotion Management System", "Product Demand Plan" Regulations" etc. 7) Market management forms:

"Sales Representative Daily Report", "City Manager Weekly Work Report", "City/Provincial Manager (Customer) Visit Form", "Regional Catering Entry Application Form", " Regional Supermarket Entry Application Form", "Regional Channel Fee Application Form", "Regional Advertising Fee Application Form", "Regional Supermarket Display Fee List", "Regional Promotional Gift Application Form", "Terminal Promotional Shopping Guide Personnel Monthly Plan" "Application Form", "Monthly Plan Summary for Promotional Staff", "Monthly Salary Schedule for Promotional Shopping Guide Staff", "Monthly Report on Promotional Gift Inventory", "Monthly Report on Product Inventory", "Monthly Report on Inventory Materials", "Distribution of Wine for Departmental Business" Summary Table", "Business Wine Application Form", "Dealer Files", "Customer Purchase, Sales and Inventory Weekly/Monthly Report", "Regional Terminal Summary Table", "Orders", "Sales Task Commitment Letter", "Department Manager" Weekly Work Summary and Plan", "Department Personnel Recruitment Application Form", "Sales Company Probationary Personnel Registration Form", "Personnel Change Form", "Sales Personnel Monthly Work Assessment Form".

After analyzing the above items (1. Departmental positioning of the marketing department

2. Functional positioning of the marketing department), the following conclusions are drawn:

3. Marketing department The organizational structure and staffing

Note: This organizational structure concentrates the promotion and sales promotion functions in the marketing department to avoid the common stubborn syndrome of marketing and sales.

1) The heads of marketing departments in each region (supermarkets/caterings/nightclubs) and promotion specialists, and the heads of channel promotion departments in each region (supermarkets/caterings/nightclubs) will work together with the local sales agency staff. The marketing department manages and organizes marketing promotion with unified personnel. The evaluation, appointment and removal of promotion supervisors and promotion department supervisors in each sales area are directly managed by the Marketing Department.

2) Channel accounting statistician: Responsible for the establishment, accounting and statistics of monthly, quarterly and annual channel expenses, including the reporting and accounting of expenses for supermarkets, nightclubs and catering and reporting to the department manager for approval; Channel Account establishment and submission for branch entry declaration and approval; allocation and freight management of regional warehouse products. And submit relevant statistical data forms to the department manager on time.

3) Channel Promotion Department Manager: Responsible for channel promotion personnel management, promotional sales statistics reporting, personnel salary accounting, promotion material procurement and reporting approval, promotional material distribution statistics, promotion terminal execution and on-time submission Activity evaluation inspection report, etc. Assist the channel promotion manager to improve the channel promotion activity plan.

4) Based on past work experience, the marketing manager should be in charge of district or provincial marketing work in addition to the work of his own department.