What is a Marketing Manager?

Category: Society and people's livelihood

Problem description:

What is a marketing manager?

Analysis:

1. The marketing manager is an all-around "white-bone spirit"

Some people think that the marketing manager is a job with frequent personnel turnover, because Marketers are always most closely associated with "job hopping"; some people think that being a marketing manager is a lifestyle that involves ups and downs, because most marketers are "lonely guests" who have left their homes and missed their wives and children to work abroad. ".

In my opinion, a qualified marketing manager should be: a "white-bone essence" (white-collar worker, backbone, elite) in the company's marketing team who has pure thoughts, excellent style, superb business, and good management.

Purity of thought

A marketing manager must first be ideologically integrated with the company's people, the company's system, and the company's cause, maintain a high degree of purity, and be selfless in his heart. . This purity is specifically reflected in four aspects:

1. A loyal person: loyal to the company's cause, full of confidence in the company's cause, and able to work together with the company;

2. Two are the same: supervised and unsupervised are the same, outside the company and inside the company are the same;

3. Three honesty: tell the truth, do honest things, and be an honest person; Don’t say anything that harms the company’s image, don’t do anything that harms the company’s interests, and don’t be someone the company doesn’t trust;

4. Four observances: abide by company disciplines, abide by industry professional ethics, and abide by society Public ethics and compliance with national laws and regulations. Excellent style

Style not only determines the efficiency of doing things, but also determines the effectiveness of doing things. I suggest that marketing managers practice their own style according to the following "84-character mantra":

Don't be afraid of hardship and be brave enough to shoulder heavy responsibilities; dare to take responsibility and be committed to dedication

Act vigorously and nail the nails Turn around; go deep into reality and oppose shallow taste

Be honest and self-disciplined, not greedy or greedy; save when you can, save money

Neither humble nor arrogant, be courteous first; distinguish between public and private affairs, and have strict discipline

Exquisite in business

Business is the core competency of a marketer. For the marketing manager, it is even more important that he be able to "be competent in his job, be familiar with the relevant work, set a good example for his peers, and give advice and guidance."

1. Be competent in your job: First of all, you must be able to do the job that the company has positioned you for;

2. Familiar with relevant things: You must also be familiar with various business knowledge and familiarity related to your job. Laws, regulations and national policies related to the position;

3. Show off to peers: through continuous learning efforts, make your business skills reach the advanced level in the company or the same industry, and become a reference for colleagues or peers.

4. Provide advice and guidance: exchange advanced experiences and successful experiences within the company to improve the overall business level of the marketing team led by them; and be able to stand in the company's strategic vision and make positive contributions to the company Provide rational suggestions for development.

Management in place

Marketing manager is a management position. Management is not only a technology, but also an art.

Therefore, if a marketing manager wants to be effective in management, he must do the following:

1. Survive by managing oneself, and develop by managing oneself by superiors: Managing oneself by oneself is a kind of self-discipline, and superiors manage oneself It is a spirit of obedience. Self-discipline and obedience are the two cornerstones of success;

2. Show favors in the system and seek benefits in the details: without a system, there are no rules, without favors, there is no way. Gather team members; no matter how ambitious the marketing goal is, it must be achieved step by step through the execution of details. To create benefits for the company, marketing managers must do more practical things and less empty words;

3. In stability Seeking changes and seeking perfection in the midst of changes: In addition to being able to keep pace with the times, the policies and systems formulated by the marketing manager must be able to keep pace with the times, pioneer and innovate, and consider the goals, policies, and policies based on the overall situation. The system will be adjusted accordingly to make it more perfect.

2. The role of the marketing manager

I believe that an excellent marketing manager should play at least four roles in the marketing team: commander, doctor, teacher, and friend.

Commander-in-Chief

A marketing manager is a commander-in-chief who leads troops to fight, expands territory in the market, and creates sales and profits for the company. "The handsome talent. Deploying troops (personnel arrangements, network layout), dispatching resources (policy guarantees, logistical support), and rewarding based on merit (assessment and incentives, team optimization) are the daily tasks of a marketing manager.

Doctor

A marketing manager should be like a doctor, able to discover at any time the "diseases" that have or may appear in the marketing team he leads, such as irregular prices for goods and poor payment of goods. Dullness, performance decline, sales staff with high mental pressure and low motivation, unresolved customer complaints and low loyalty, etc.; and be able to prescribe the right medicine to cure the disease, prevent recurrence, and ensure that team members have a "healthy mind and body" and good health working environment and strong combat effectiveness.

Teacher

Teacher is the person who preaches, teaches, and solves doubts. The same goes for marketing managers. First of all, they must become the authority among team members in terms of marketing theory and practice; more importantly, they must be able to impart their "skills" selflessly to their subordinates, improve together with colleagues, and The progress and promotion of subordinates are regarded as their own happiness; they are even encouraged to surpass themselves in certain aspects, accept the reality that subordinates surpass themselves, and achieve the thinking state of "ice is born from water and cold is from water". This requires that a marketing manager must have a solid foundation, superb communication skills and training level, be able to impart knowledge and information to subordinates in real time and effectively, and help subordinates improve their business capabilities and overall quality.

Friends

Marketing managers should not only have high prestige and strong charisma, but also have strong affinity, so that subordinates can feel close to each other. Instead of keeping a respectful distance, let alone fear and keeping a distance. Make subordinates willing to share the joys and sorrows with him and be willing to confide to him the ups and downs of success and failure in business. To this end, an excellent marketing manager must be a close friend who can communicate with his subordinates. He must be able to penetrate into the work and even life circles of team members, get involved with them, and sincerely understand their thoughts, ideas, ideas, opinions and suggestions, etc. Be the "audience" of your subordinates, and "drum and cheer" with them when necessary.

What does a marketing manager do?

What does a marketing manager do? What should a marketing manager do and do well in all matters large and small in the company? This involves the functions of the marketing manager. I think a marketing manager must do "four major things":

1. Establish the company's marketing organization system

A company's organizational structure determines the company's resource allocation method. In other words, what kind of marketing organization system a company has, what kind of marketing behaviors it has, and what kind of marketing functional modules it has. The key to marketing strategy and strategy implementation is first to establish a marketing organization system suitable for the company itself.

Simply put, the marketing organization system refers to which functional departments a company has set up around the theme of marketing; which functional positions should be set up in each functional department; and what levels of work should be arranged in each functional position. personnel. This organizational system requires that there be no gaps or overlaps, so as to achieve the effect of "everything is done and everyone is doing it."

2. Set up the duties, powers and responsibilities of marketing-related departments

Every time a specific marketing work is completed, a certain amount of power is needed to guarantee it, and a certain amount of responsibility is required to restrain it. . After establishing the framework of the marketing organization system, the next step should be to complete the setting of the duties, powers and responsibilities of the marketing department, sales department, marketing service department, marketing comprehensive department and other departments related to the company's marketing. Detail the work content of each department, set the authority of each department, clarify the responsibilities of each department, and formulate detailed job descriptions. Lay a solid foundation for establishing a marketing team with clear rights and responsibilities, division of labor, collaboration, efficiency and harmony.

3. Formulate various business processes of marketing management

If the first thing is to determine "who will do it", the second thing is to determine "what to do" If so; then, the design of various business processes of marketing management is to determine “how to do it”. In order to make the company's marketing management work concrete, normalized and standardized, the relevant business processes must be designed.

The business processes that need to be designed mainly include: advertising management, market research management; image design and production management; promotion management; brand planning management; logistics and distribution management; news publicity management; market inspection management; promotional products Procurement management; after-sales service management; economic responsibility evaluation; sales rebate management; marketing training management; marketing personnel recruitment and selection management; product management; channel management; overseas agency information management; marketing plan management; monthly sales plan management; marketing budget management . 4. Design the marketing management system

The establishment of the marketing management system is to provide macro-control and overall planning for the company's specific marketing work, such as establishing a marketing plan management system; it is also to provide guidance for the company's specific marketing work. Logistics support, such as the marketing expense management system determines the company's market development efforts, and the marketing salary management system directly affects what kind of marketing talents the company can attract to join; more importantly, it is to create a fair and just environment that can both encourage advanced and To promote the backward performance appraisal environment and make team members have the desire to "continue" and "do well" in the company, this in turn requires the design of a marketing appraisal management system.

China Marketing Communication Network, Author: Xu Yingyun