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Marketing manager
Marketing manager
Job description
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm’s profits or share of the market while ensuring the firm’s customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Job analysis method
I would use a task-oriented job-analysis method to define a marketing manager position. To meet the requirements of this job, an employee must be able to take on tasks related to planning, organizing and controlling marketing activities of an organization. The task-oriented method of job analysis focuses on measurable work tasks and key activities that are central to the performance of a role. This type of analysis uses knowledge about specific skills, experiences, and other qualifications for job applicants to evaluate their qualifications for that particular position. The applicant would be educated about their skills through the interviews and resume reading process with several hiring managers before being offered a position in which they already have some history in.
Task analysis is a tool for identifying duties, responsibilities and job requirements. The task analysis method can be applied to the Marketing Manager position. This task-oriented approach would help in defining the essential functions of a role by assessing the knowledge, skills, abilities and other personal characteristics required in order to perform successfully in that position. In addition the necessary knowledge, skills and abilities are assigned a relative value to ensure relevancy and importance when developing specific training programs for employees who occupy that position or similar positions. This management job is responsible for managing a marketing team of diverse levels: entry level or highly experienced people with varying degrees of management and expertise.
Job analysis technique
I would use a task inventory approach to analyze the job of marketing manager. Marketing managers are responsible for overseeing a company’s marketing objectives and strategies to increase sales by developing, implementing and monitoring advertising campaigns, promotions and other activities. They also manage the product development process and coordinate with other departments to determine appropriate product mix. Marketing managers analyze customer needs, estimate competitors’ strengths and weaknesses, determine pricing strategy, negotiate contracts with vendors…etc. Marketing managers may be replaced by account executives in some cases because they both perform similar tasks in different fields. But they have a different expertise so they will never completely replace each other like generalists or specialists do in a team. I believe the most important skills for marketing managers are identifying customer needs and finding solutions to satisfy them, excellent communication skills, good leadership and management ability with strong problem solving skills and creativity.
We can divide marketing manager’s tasks into three parts: planning activities, control activities and supporting activities. Planning activities include market analysis, product planning, forecasting of sales or revenues, channel planning…etc. Control activities include budgeting, cost control, market research and competitor analysis while supporting activities include staffing, training…etc. I believe marketing managers spend more time on planning than controlling because they will have to change the plan according to different situations once the plan is set.
Marketing management process
Marketing management process
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Introduction
Marketing is an essential part of an industry. It provides access for a product into the market and as such the marketing manager has a critical role in ensuring that is achieved. Being the marketing manager of Target wines, I am supposed to make sure that its products find their niche in the market and that it is able to stay at par with new development in the wines industry. The marketing managing process emphasis on the importance of marketing and that covers wide area including analysis, planning, implementation and monitoring and evaluating and.
Marketing management process
Analysis provides all data needed that is likely to affect the selling of our products. It gives information within and without the company besides giving information about the needs of our target market, its competitiveness and behavior and activity of all stakeholders (Luminita, 2009, p.135). The stakeholders range from consumers of our products, suppliers, dealers, competitors and to the public at large. At this stage I employ marketing and intensive marketing research and also form informational system that is viable and operational. As a manager I focus on intensive analysis when introducing a new product into the market, when sales drop and when competition is stiff. It will help our product pick up rapidly and also recover faster in the incident of reduced sales.
Secondly, planning comes handy especially now that Target Wines and spirits limited is seeking entry into new markets. Planning provides a sense of direction and also acts as a reference point in our prospects for the future. Planning links the industry to resources available and existing opportunities, and is used in the formulation of long-term strategy and objectives, setting a course for future action. More specifically, planning helps me to give our company a competitive advantage, focus on marketing strategy and provide a clear pattern that will lead to successful selling (Luminita, 2009, p.136). As focus is given to gaining entry in the new markets, and aspire to do that we are forced to plan how to get our wines on the shelves of local bars and joint of the targeted markets. In short, planning helps define what our goals, the approach that will see its achievement, tactics to be used and how to execute it. It brings about simplicity, discipline, consistency and easy evaluation of progress (Luminita, 2009, p.136).
Implementation of the marketing strategy or plan comes in as the ultimate goal of marketing and my duty as the marketing manager. It is the basis for analysis and planning and leads to achievement of goals. The plan must be adaptable to the market conditions and its effectiveness is determined by its consistency with the overall objective of the company. Implementation affects the initial processes of analyzing and planning and as such forms the major coordinate for planning (Challagalla, Murtha and Jaworski, 2014, p.789). Being the manager I ensure good and effective communication with all workers towards achievement of the goal. Concerning this, attention is given to implementation as the wine is being sold so that it gets to the targeted market and sold in quantities expected.
Marketing management is not complete without monitoring and evaluation. According to Luminita, this last process examines the marketing plan, its efficiency and effectiveness (2009, p.136). Monitoring and valuation shows disparity that arises between objectives and expected performance enabling corrective measures to be taken. Furthermore, it provides for valuation of marketing plans of competitor and also their reaction to a company’s marketing plans. For instance, in 2003 when we introduced Target IV vanilla flavored drink, our competitors came up with other flavored drinks that. To counter it we came up with Target VI, with same flavor but stronger.
Importance of marketing
Cleaning items found in nursing homes are not sold everywhere, therefore difficult to trace the suppliers who are also rare to find. Sticking to a known supplier saves the buyer (nursing home) the trouble of finding them (Challagalla et al, 2014, p.804). It’s good that the clients advertise as it will make them known to their customers and are more likely to remain the sole suppliers. The benefit will with no doubts outweigh the cost incurred.
Secondly, through advertising the client will develop thrust in sellers’ product. Challagalla et al argue that many potential buyers shun way from products or their suppliers simply because they do not know them or have never used your product ( 2014, p.807). Simply, they cannot take the risk. The same maybe happening to the cleaning services products and advertising will play a vital role in building customer confidence, especially for such rare products. The overall effect is that it gives a fare play ground and all stands an equal chance of winning customers. The client’s company might be lucky if its products are superior to those of competitors.
It the client still refuses, examples of other successful advertising may help in changing his mind. Such examples give real life example that may change the client’s decision (Challagalla et al, p.815). For instance, Techno Mobile has made itself a choice of millions among the big player in the industry such as Nokia and Samsung. Moreover, I will challenge the client to observe the activities of the competitors to ascertain if they are to gain from the advertising or losing.
Conclusion
The marketing section of company is essential for its development. A company’s development largely depends on the marketing management process of a company and this can be best performed the importance of marketing is understood. With effective marketing even poor quality product can be sold while another one that is superior does not sell.
References
Luminita, Z. (2009). The process of marketing management-between the management marketing
Activities and the operational marketing. Studies and scientific researches, 14(5), 129-136.
Challagalla, G., Murtha, B. R., & Jaworski, B. (2014). Marketing Doctrine: A Principles- Based
Approach to Guiding Marketing Decision Making in Firms. Journal Of Marketing, 784-820.
Liberal Arts Education in the 21st Century
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Liberal Arts Education in the 21st Century
In an overall view, all are familiar with the importance of liberal education. Ollis, Neeley & Luegnbiehl consider liberal education to serve as a transmission of a good cultural heritage to citizens making them loyal for an ideal society (12). In another perspective as discussed by Schneider in her article “In Defence of a Liberal Education”, liberal education can be defined as incorporation of critical thinking and other analytical skills in the curriculum. Today, many students leave the university with the knowledge of solving multiple choice questions, yet while in the job market, they are unable to critically analyse situations and come up with the necessary solutions. This is a major issue that has been brought forth by many employers forcing the universities to incorporate Liberal Arts Education in the school curriculum. This paper seeks to examine the importance of Liberal Arts Education in the 21st Century by supporting the statement “Liberal Arts Education is not successfully implemented in schools and colleges”
As explored in the article “In Defence of a Liberal Education”, the curriculum in different institutions are designed in different ways. Some of them are excellently executed preparing students to make analytical and critical decisions being keen of the ethical, societal and civic implications that come with the decisions they make. Programs charged with the responsibility of providing such kind of knowledge and skills are present in all colleges both in public or private and others are also found in high schools. The question that lingers is; why are the students not benefiting from these programs?
Some of the courses are narrowly framed providing job skills and technical training, but little or no insight into the community, global issues and the society. Such program will definitely prepare the students to get employment but will not help them in the world where industries are changing to conform to the world economic changes as discussed in the article “Looking forward: liberal education in the 21st century”
As explored by Schneider, other courses are incoherent and fragmented causing confusion to the students. Most of them do not understand why they are required to take combinations of both Science and Arts classes. Therefore most science students lack liberal Arts education which according to ollis et al is necessary for one to be considered well educated (17).
Today, it is easy for an employer to differentiate between students who have gone through the liberal art programs that were well implemented as compared to those whose courses were incoherent and fragmented. It is for this reason that the government has taken keen interest in reintroducing liberal arts education in colleges to curb this escalating problem of “half-baked” professionals. In Schneider’s views in the article “In Defence of a Liberal Education”, curriculum designed to incorporate liberal education will be the best investment the United States will make for continued prosperity.
Works Cited
Fong Bobby. “Looking forward: liberal education in the 21st century”, 2004
Ollis, Neeley & Luegnbiehl. Liberal Education in the 21st Century. New York:
Lang Publishing, Inc, 2004. Print.
Schneider Carol. “In Defence of a Liberal Education”. Forbes. October 08,
2009.