Functions of Marketing Manager

Under the total marketing concept the objective is to manage the business in such a way as to make and sell what the customer wants at a reasonable price that he is willing to pay and with product characteristics that he wants in the product. These products should be made available when and where the customer wants them to be made obtainable. In short all aspects of the business must be consumer oriented. The marketing manager must perform all such functions which are necessary to this objective. A systematic marketing management requires the crystallizing of the company’s overall objectives and determining consistent marketing objectives.

The following are considered the basic functions of a marketing manager.

Integrated Marketing

The marketing manager has to take decisions in various elements of the marketing mix in an integrated way. The customer does not pay attention only to the price of a product but there are other factors also which affect his decision to purchase a particular product. He is influenced by the firm‟s advertising and promotional strategy and the convenience of the distribution arranged from the customer‟s view point. The marketing manager has to keep his company‟s interests in mind. He tries to reduce the cost of marketing the products while at the sometime winning the goodwill of the customers. He also strives to maximize the sales and profits for his company.

The task is pretty difficult and requires constant control and evaluation resulting in improvements in planning of the marketing strategy. The marketing manager coordinates the activities of all the departments in a productive unit. The production department, finance departments etc. adjust their policies on the direction and suggestion of the marketing executive. His task is therefore very important. Under integrated marketing some of the important activities of the marketing management are as follows.

1. Collection of necessary information regarding marketing.
2. Analyzing the data and draw conclusions.
3. Product development.
4. Search and development of new marketing techniques.
5. To check out detailed marketing programme.
6. To implement that marketing programme.
7. To coordinate between the wants of the customers and their satisfaction.

Determining Objectives

The marketing objective should be broad enough and should be based on situational analysis, i.e., the position in which the company is operating and the nature of its customers. It is in the light of the overall company objectives that the overall marketing objectives have to be fixed. The chief executive must know in specific terms whether he wants a return on investment of say 12 percent after taxes or whether his company wants to be a price leader. He must also crystallize the product objectives, pricing objectives distribution strategy objectives and his promotional objectives. All these objectives should be integrated and directed toward his overall marketing objectives.

Product Policy

The marketing executive should be very clear in his mind as to the type of customers for whom his products are intended. His product policy objectives must be in terms of customer orientation and are in conformity of the overall marketing objectives. 

Proper Planning

Planning is deciding in the present what to do in the future. All firms carry out some sort of planning. The marketing manager has to plan how the objectives that have been determined be implemented. For proper planning the marketing manager has to perform the following tasks.

1. Marketing research, forecasting the demand and developing the marketing activities.
2. Determining product line strategy and planning for product diversification.
3. Planning sales policies and their implementation.
4. Planning the long term marketing programme.
5. Co-ordinating the activities of production, finance and service departments.

Selling

The marketing executive performs the following functions in regard to selling: 

1. To direct the sales manager to regulate sales.
2. To organize sales territories and to fix their sales quota.
3. To select and train personnel for the sales department and organize sales.
4. To organize and develop distribution channels.
5. To advertise and organize sales promotion and public relations.

Service

After-sales service is regarded as an essential part of modern marketing management. In fact all the functions of the management are integrated and it is realized that the company policies and operations should be customer oriented. The maximum satisfaction of the consumers should be the primary concern of marketing. Customer’s satisfaction should be considered to the first motto. The complaints and the suggestions of the customers would be promptly attended to by the marketing management division.

We can summaries the functions of a marketing manager thus:

1. To work with top management and set the marketing policies.
2. To supervise the co-ordinate various activities.
3. To find out new markets.
4. To evaluate the product.
5. Development of new products.
6. To select the channels and methods of Distribution.
7. To formulation, coordinate and supervise the marketing programme.
8. To study economic and political conditions in context to their influences on the sale of the products.