What is a marketing manager?

First of all, the marketing manager is one of the "whites" of the tetrathlon.

Some people think that marketing manager is a job with frequent job-hopping, because marketers are always most closely related to job-hopping; Some people think that marketing managers are a kind of ups and downs and exhausted lifestyle, because most marketers are "lonely travelers" who leave their homes and miss their wives and children.

In my opinion, a qualified marketing manager should be a "Bai Gujing" (white-collar, backbone, elite) with pure thoughts, excellent style, exquisite business and proper management in the company's marketing team.

be pure in thought

A marketing manager must first integrate with the people, system and cause of the company ideologically, maintain a high degree of purity and be selfless from the heart. This is purely reflected in four aspects:

1, a Loyalty: Loyalty and confidence in the company's cause can help the company in the same boat;

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

3, three sincerity: tell the truth, do honest things, be honest; Don't say anything that harms the company's image, do anything that harms the company's interests, and don't be a person that the company doesn't trust;

4. Four abilities: observing company discipline, professional ethics, social morality and national laws and regulations.

Excellent style

Style not only determines efficiency, but also determines the effect of doing things. I suggest that the marketing manager practice his style according to the following "84 words of truth":

Not afraid of difficulties, brave to carry heavy burdens; Dare to take responsibility, 20 in dedication and fortitude, nail; Go deep into reality, oppose a superficial taste, be honest and self-disciplined, and be neither greedy nor impetuous; Save if you can, save if you can, be neither humble nor supercilious, and put courtesy first; Distinguish between public and private, strict discipline and exquisite business.

Business is the core competence of a marketer. For the marketing manager, he is required to be "competent, familiar with the relevant, flaunt his peers and help make suggestions".

1, competent: first of all, you must be competent for the job that the company has positioned for yourself;

2. Familiarity: you should also be familiar with all kinds of business knowledge related to your job, laws, regulations and national policies related to your job;

3, flaunt peers: through continuous learning efforts, make your business skills reach the advanced level of the company or the same industry, and become an example and example for colleagues or peers to learn;

4. Help and teach: exchange advanced experience and successful experience within the company to improve the overall business level of the marketing team; And can stand in the company's strategic vision and put forward reasonable suggestions for the company's development.

Management in place

The marketing manager is a management position. Management is not only a technology, but also an art. Therefore, if the marketing manager wants to be in place in management, he must:

1. Survival by self-management and development by superior management: self-management is a sense of self-discipline, superior management is a spirit of obedience, and self-discipline and obedience are the two cornerstones of success;

2, showing human feelings in the system and seeking benefits in the details: there is no system, no rules, no human feelings, and it is impossible to unite team members; No matter how ambitious the marketing goal is, it must be realized step by step by the implementation of details. If the marketing manager wants to create benefits for the company, he must do more practical things and talk less.

3. Seek change in stability and perfection in change: the policies and systems formulated by the marketing manager should not only keep promises, but also keep pace with the times and innovate, and adjust the objectives, policies and systems accordingly from the overall situation to make them more and more perfect.

Second, the role of marketing manager

In my opinion, an excellent marketing manager should play at least four roles in the marketing team: commander-in-chief, doctor, teacher and friend.

commander in chief

The marketing manager is the commander-in-chief who leads the troops to fight in the market, expand territory, create sales for the company and win profits. He is a handsome talent who is "better than planning thousands of miles away". Dispatching troops (personnel arrangement, network layout), dispatching resources (policy support, logistics support) and rewarding the best (assessment and encouragement, team optimization) are the daily work of a marketing manager.

doctor

A marketing manager, like a doctor, can always find the "symptoms" that have appeared or may appear in the marketing team he leads, such as: selling goods at random, the payment for goods is dead, the performance is declining, the salesman is under great ideological pressure, the enthusiasm is poor, the customer complaints are not solved, and the loyalty is low. And can suit the remedy to the case, eliminate the disease, put an end to recurrence, and ensure that the players have a "healthy body and mind", a good working environment and strong combat effectiveness.

teacher

The teacher preaches, teaches and dispels doubts. So is the marketing manager. First of all, they should become the authority of marketing theory and practice among team members. More importantly, we should be able to teach our "skills" to our subordinates selflessly, improve together with our colleagues, and regard the progress and promotion of our subordinates as our own happiness; Even encourage subordinates to surpass themselves in some aspects, accept the reality that subordinates surpass themselves, and reach the ideological realm of "ice is born in water but colder than water". This requires a marketing manager to have a solid foundation, superb communication skills and training level, and be able to transfer knowledge and information to subordinates in real time and effectively, thus helping subordinates improve their business ability and comprehensive quality.

friend

Marketing managers should not only have high prestige and strong appeal, but also have strong affinity, so that subordinates have a feeling of closeness, rather than staying at a respectful distance, not afraid to stay away. Let subordinates be willing to share joys and sorrows with him, and be willing to confide in him the ups and downs of career success or failure. To this end, an excellent marketing manager must be a bosom friend who can talk with his subordinates, go deep into the work and even life circles of team members, mingle with them, sincerely understand their ideological trends, ideas, opinions and suggestions, be the "audience" of subordinates, and "drum and shout" with them when necessary.

What does a marketing manager do?

What does a marketing manager do? What are the company's big and small things that a marketing manager should do and do well? This involves the function of marketing manager. I think a marketing manager must do "four major things":

First, establish the company's marketing organization system.

The organizational structure of the company determines the way the company allocates resources. In other words, what kind of marketing organization system a company has, what kind of marketing behavior it has, and what kind of marketing function module it has. The key to marketing strategy and strategy implementation is to establish a marketing organization system suitable for the company itself.

Simply put, the marketing organization system is a functional department set up by a company around the theme of marketing; What functional posts should be set up in each functional department; What level of personnel should be arranged for each functional position? This organizational system requires neither blank nor overlapping, so as to achieve the effect of "having something to do".

Second, set the responsibilities, rights and responsibilities of marketing related departments.

Every time you complete a specific marketing work, you must have certain power protection and certain responsibility constraints. After the framework of marketing organization system is established, it is necessary to complete the responsibility and authority setting of marketing department, sales department, marketing service department, marketing comprehensive department and other departments related to company marketing. Refine the work content of each department, set the authority of each department, clarify the responsibilities of each department, and formulate detailed job descriptions. To lay a solid foundation for establishing a marketing team with clear responsibilities, division of labor and cooperation, efficiency and harmony.

Third, 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; Then, the design of marketing management business process is to determine "how to do it". In order to make the company's marketing management concrete, standardized and standardized, it is necessary to design related business processes.

The business processes to be designed mainly include: advertising management and market research management; Image design and production management; Promotion management; Brand planning management; Logistics and distribution management; News propaganda management; Market inspection management; Purchasing management of promotional items; After-sales service management; Economic responsibility assessment; Sales rebate management; Marketing training management; Recruitment and selection management of marketing personnel; Product management; Access management; Information management of overseas institutions; Marketing plan management; Sales rose plan management; Marketing budget management.

Fourthly, design the marketing management system.

The establishment of marketing management system is for macro-control and overall planning of the company's specific marketing work, such as the establishment of marketing plan management system; It also provides logistics support for the company's specific marketing work. For example, 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 necessary to create a fair and just performance evaluation environment, which can not only motivate the advanced but also spur the backward, so that team members can have a "self-motivated"

The desire to "go ahead" and "do well" inevitably requires the design of a marketing assessment management system.