Marketing Management Promotion

When promotional techniques are applied in a manner that is practical, the business discipline is referred to as marketing management. The activities and resources of a company associated with promotions are a major focus in this discipline. The responsible party in charge of customer demand, timing, and the influence of the level is a manager. This individual does not have a set role as the size of a company, the context of the industry and the corporate culture can change the duties included in that role. One of those roles can be as a general manager of the product assigned to him or her.

Marketing management encompasses a wide range of things based upon the size of the company. The basis of the idea of this kind of promotion control are resources and activities that build relationships with customers who are drawn to the company. As a reference, Keller and Kotler have a definition that encapsulates the delivery of services and products to customers. This is what makes this kind of marketing unique because the promotions require every aspect of a company to be involved in bringing customers in. Everything about a company influences customers to take part in the purchase of that company´s services and products.

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As a product marketing manager running a promotion, it can be easy to feel like a chicken with your head cut off, as you run in all different directions, managing messages, promotional representatives, products and events. However, it’s important to remember that, at the end of the day, the client is paying you big bucks to execute an effective marketing strategy, whether it be trade show giveaways or selling imprinted merchandise.

Secondly, you’re the liaison between the client and the target market, so it’s also important that you do your homework and figure out what the preferences are of this “pool of people,” and how to interactively engage them.

There are several common pitfalls to avoid when working as a marketing manager. First of all, never lose sight of the customer! Always keep in mind the titles, frustrations, goals and needs of your target markets. Get out into the field and do your research. Ask your best customers what they like best and what they’d like to see in the future.

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If your brain is a melting pot of analytical thinking and creative ideas, if you’re a natural born leader with exceptional communication skills, and (finally) if you can handle the stress of deadlines without caving into the pressure, then you might want to consider a career as a marketing manager. In smaller companies, the CEO or owner may have to assume a multitude of responsibilities such as advertising, promotions, public relations, sales, and marketing. On the other hand, your larger companies have a vice-president to manage these areas.

Characteristically, marketing managers are in charge of coordinating the many facets of marketing strategy including marketing research and public relations. Additionally, they employ managers in areas such as advertising, pricing, product development, promotion, and sales. With the exception of the larger firms, these managers direct advertising and promotion staffs which are rarely large. Many of the smaller firms will outsource their advertising and promotional responsibilities, with the management person serves as the liaison between the advertising agency and the corporation.

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