What Are the Different Types of Commercial Manager Jobs?

The marketing manager's responsibility is to determine the company's product and service needs, competitors and potential customers, and to formulate pricing strategies to ensure that the company's profits and customer satisfaction are maximized. Supervise product development and develop new products or services based on customer needs.

Marketing Manager

Most corporate management and top executive positions are filled by experienced low-level managers and

1. Management of product sales;

2. Responsible for market development and management;

3 Responsible for preparing the department's year

1. Have college education and marketing management knowledge;

2. Strong

Determine pricing strategy, evaluate company goals and customer satisfaction.

Identify, develop, and evaluate sales strategies based on knowledge of established goals, market characteristics, costs, and markup factors.

Evaluate financial operations for product development, such as budgets, expenditures, R & D grants, investment returns, loss of benefits estimates

Work with advertising and sales managers to elaborate, direct sales activities or promote products and services policies.

Hire, train and evaluate sales staff and monitor their daily activities.

Negotiate contracts with retailers and distributors to manage product distribution, build sales networks and develop distribution strategies.

Negotiate product specifications (such as design, color, and packaging) with product developers.

Compile a quotation sheet describing the product or service.

Use sales forecasts and strategic plans to ensure sales and profits of products or services, analyze business developments and monitor market trends.

Select a product and display it in a trade or product exhibition

[Work duties]

1. Maintain and publicize the positioning and image of the brand, and make the brand image popular

1) Shoot brand image POP, design and produce corporate image brochures and handbooks, market promotion DM.

2) Design and produce end-market promotional materials such as packaging and gifts for this brand's goods

3) Distribute marketing materials to various stores, such as POP, DM, gifts, promotional albums, etc.

2. Formulate the brand's marketing strategy, plan, and carry out public relations activities and promotional activities

1) Formulate the purpose, strategy and plan of the whole year

2) Prepare and execute promotional activities and public relations activities as planned, participate in promotional activities determined by the company's marketing department

3) Form a good cooperative relationship with newspapers, magazines, television and other media to facilitate market promotion and activities

3. Update and improve VM based on brand positioning to promote the perfect display of brand image

1) Determine the brand VM strategy and assist the marketing planning department in designing and improving the brand VM

2) Display guidance for new products, display guidance for promotional activities, etc.

[Job authority]

1) The right to confirm the design, printing or production of terminal promotional materials POP, catalog, handbook, DM, gifts

2) Have the right to confirm promotional activities and public relations activities

3) Have the right to confirm the design, improvement and promotion of the brand VM system to the store

[Post Skill Requirements]

1. Computer requirements: Skilled in operating OFFICE and Photoshop software

2.Language requirements: Mandarin standard, good English

3.Excellent analytical thinking ability, communication and coordination ability, problem solving skills

4. Ability to build good relationships

5.Logical judgment ability: Organize multiple parallel work arrangements

6. Application and improvement of market expertise

Marketing manager's hands-on process

First we look at the basic work structure of a marketing manager:

Basic work framework of marketing manager ^[1]

1. Correctly understand the industry definition and the internal definition of the enterprise (boss definition) , and clarify the definition and purpose of the boss. In the marketing industry, there are 15 general definitions of the functions of the marketing manager: formulating annual marketing target plans; establishing and improving marketing information collection, processing, communication, and confidentiality systems; surveys of consumers' purchase psychology and behavior; and competition of branded products Collection, sorting and analysis of performance, price, and promotional methods; analysis of advertising strategies and competitive methods of competing brands; making sales forecasts, proposing future market analysis, development direction, and planning; formulating product planning strategies; formulating Product prices; planning of new product launches; formulation of channel plans and implementation goals at various stages; planning and organization of promotional activities; reasonable selection and management of advertising media and agents; formulation and implementation of marketing and promotional activities and public relations activities; implementation of brand planning And brand image building; responsible for the coordination of production and sales.

However, it is important to remember that the above is just an industry definition and the boss may not agree with this definition. After all, not all bosses have a marketing background, nor do they necessarily succeed according to that set of things. Many bosses only look at the macro strategy and even just the overall sales situation and the production capacity of the factory. He is concerned about directional issues such as how much production capacity is maximized and how much can be earned by selling. As a subordinate, your job is how to digest these capacities and turn them into profits. Many bosses also think that the job of the marketing manager is often to cooperate with the sales manager to increase sales more efficiently, so the company's required goal is your job goal, and based on your job goal, maybe the boss wants this marketing manager to be Those who specialize in market research and analysis may also be positioned in promotion design, or they are only to restrain the sales manager. As a new marketing manager, what you should do is not necessarily the industry's standards and definitions, but the requirements of the decision-making layer. Your job is to build those networks and brands for this requirement, and then find something. Differentiated selling points and the like, do not understand this upside down. After all, there are very few truly market-oriented companies in China, and sales-oriented companies still account for the majority.

2. Clean up and create the environment. Where to go next? Do you sell products directly? No, you should first create a good working environment for yourself. Many of your tasks require colleagues from various departments to assist you. These departments are indispensable. All future plans and designs of the marketing manager are inseparable from all departments and related personnel in the company. To be good at work, you must first sharpen your tools, establish a good personal image, and be a popular person, so that many of your future ideas can be realized with the help of everyone. Consider using the convenience of a marketing manager to use company resources to build your good relationships.

3. Analyze the status quo . After the personal working environment is handled, the next step is to investigate the market environment. Only by investigating the current environment and current situation, understanding its root causes, and making corresponding cleanups and rectifications can it be the future of the marketing manager. Real action paves the way.

In most companies, there is always a gap between the boss's requirements and reality. What is the reason for this gap must be found out and analyzed clearly. What is clear is that, generally speaking, for various problems and phenomena, internal factors must account for the largest portion, and external market factors and competing products must account for the smaller portion. And most of the internal factors are in execution. The problem of execution is the problem of the person itself. The problem of the person is often the point of interest. The point of interest here is not just salary and bonus, but emotion. , Skills, development, these are all points of interest.

Chairman Mao said it well: there is no right to speak without investigation. Judging from the phenomenon alone cannot understand the real cause of the matter. It must go deep into the grass-roots employees, integrate with them, understand the root cause of the problem, analyze the problem together with the employee, and encourage the employee to propose solutions. The front-line employees in the market hate the grass-roots leadership of the headquarters, so don't expect to hear any useful information. Listening carefully to employees' opinions and suggestions is also an encouragement and trust to employees, and it also ensures that new plans introduced by the marketing department will be effectively accepted and implemented by employees.

4. Clean up the status quo. After understanding the root cause of the current problem, the next step is to solve the existing problem. Regardless of whether it is to be solved by channeling or by mobilizing resources, in general, solving the problem is not very complicated, the key is how to move the boss. Here is a little trick. In the analysis of the problem and the corresponding solution submitted to the boss, it must highlight the damage to the company's strategy after the existing problems develop (to scare the boss), but also focus on letting the company's decision makers watch To the benefits after the solution (coax the boss), and seek the boss's approval and investment.

5. New strategy design . After clearing up the existing problems, the next step is to start to formulate a new strategic plan, that is, to reflect the true value of the marketing manager and show the innovative thinking of the marketing manager. Generally, the formulation of a new strategy should consider the following factors: The future development goals of the boss and the company; the company's current resources and current situation; a lesson from previous problems and accidents; the effects planned by the plan; the relevant interests of personnel at all levels and relevant departments; the evaluation and audit mechanism.

Do nt sit in the office and think about specific strategies. Instead, you have to mobilize the group to participate. On the one hand, the individual's thinking ability is limited after all. It is difficult to say that considering all aspects, mobilize the masses to brainstorm and plan Executability is maximized as much as possible, and it is for civilian use. On the other hand, let employees participate in some work of the marketing department, let employees' thoughts be integrated into the work of the marketing department, and truly respect employees. This will greatly help the staff to improve the responsiveness and execution of the post-forming program.

6. From point to surface, gradually promote . After the new plan is completed, it is strictly forbidden to directly promulgate and implement it. It is best to conduct trials in a small area to confirm its effectiveness, and then promote it after receiving approval from the company's management. Although it will be delayed in time, it will ensure the effect. On the other hand, the planning resources that the boss can give will always be limited, and there will always be more monks and less porridge. If the existing resources are evenly distributed, pepper noodles will be sprinkled. Instead of this, it is better to focus effective resources and energy on one or two markets, and focus on limited resources or take turns to invest.

In fact, formulating a strategy will not be very complicated. The focus is on the specific implementation of the latter. Generally speaking, it is a ratio of 20% (strategy setting 20%, specific implementation 80%). Any plan strategy requires specific people to go Execution is often the higher the demand for execution at the grassroots level, the most important thing when we evaluate the value of a team is to look at the execution of the team.

Specific implementation requires a guarantee of execution. Where does this guarantee come from? The key points are in three aspects: one is the setting of interest points; the other is the training in place; the third is the follow-up work in place.

In the implementation of the new strategy, the setting of relevant points of interest is the most important. The launch of new products or the implementation of new marketing strategies require more effort and sweat from the grass-roots employees, and an additional performance evaluation system must be provided to support them. Without the incentive of this benefit point, the grass-roots business personnel's response to the new strategy The enthusiasm of new products will inevitably be much smaller, or even regarded as a burden, which is also the main reason for the failure of many companies to promote new products.

With the launch of a new marketing strategy or the launch of a new product, employees must understand the company's intentions and understand the product concept in order to effectively translate into specific actions. New concepts or new products must first be sold to their colleagues, and then they can be sold to dealers, to stores, and finally to consumers. In addition, the market has its own characteristics. The market conditions in various places will force local business personnel to make changes to the case. If there is no continuous training and correction, it is likely that there will be directional deviations. Therefore, the marketing department has a very important Work is training, continuous training, uninterrupted training to ensure that the concept is transmitted in place.

Continuous follow-up at the later stage. In the specific operation process, it is inevitable that the branches will have some delays and slack energy. This is not an issue that can be resolved after one or two notifications are issued, but regular market visits and maintenance must be maintained. Follow up and keep an eye on it to avoid slackness. Never overwhelm people with their posts. No one eats this set.