What does the job of a marketer include? Job description of a marketer, job responsibilities of a marketer, sample job description of a marketer

Hello, friends and guests of my blog! Today I tried very hard to write for you a cool and comprehensive article on the topic, who is a marketer, what kind of profession is this, what are his responsibilities and how to become one. I am sure that you will like the result of my labors and thoughts!

Now let’s all imagine the picture together. A girl, let's call her Larisa, wakes up at 7 am and sleepily goes to the kitchen. There, she brews a cup of her favorite coffee. Her favorite morning ritual is to open the latest magazine that she always buys and read at least a couple of articles from it while drinking coffee.

Getting ready to go out, she puts on her makeup with her usual cosmetics, into which, however, some new product was able to break through. Before going out, the girl remembers that she forgot to spray on perfume, which makes her happy, from the bottle to the aroma.

While she gets to work, many billboards and advertising posters come into her field of vision. It seems that our heroine no longer notices their screaming calls to “buy me,” but they still get a place in her memory, and at the right moment they will “pop up.”

At lunch, Larisa and the other girls go to lunch. There are about 10 cafes nearby that offer business lunch at this time. Of these, they regularly visit one or two, they didn’t like others, but their colleagues like them.

Over lunch, the girls discuss the fitness centers they go to. One of them chose the small center closest to home, the second preferred the one with a swimming pool and interesting additional services, the third took advantage of a good discount and chose a network complex...

We can continue this story further, but already in these half a day we see that marketing and advertising (and this is part of it) surrounds us everywhere. If we take Larisa, then here are the points of contact with marketing - she chose a certain brand of coffee among all the others, then a magazine.

By the way, maybe the picture of starting the morning with coffee and a magazine also came to her from the outside. Then there was the perfume, which makes her happy entirely along with its packaging.

At lunch, she and other girls also, for some reason, choose some cafes and ignore others (and the cost of their dishes may be the same). And as we see, the choice of fitness centers among her colleagues is very different and dictated by individual needs.

And behind the scenes of these ordinary elections is the work of marketers. What entrepreneur does not dream that the consumer, among others, gives preference to him?

This is where the success of his business lies, the possibility of its growth and development, and, ultimately, financial profit. And all this is very closely related to marketing, to the extent that it is successfully carried out in his company. Read on, the most interesting things are ahead for you!

So, we come close to the question, who is a marketer, and what role does he play in the company? Sometimes the work of marketers is mistakenly equated with advertising activities. This is a misconception, because advertising is only the tip of this diverse and complex area.

Marketing from English market has several meanings - market, sales, demand, trade. F. Kottler (marketing guru) uses this definition to describe the type of human activity aimed at satisfying needs and wants through exchange.

A marketer is one who researches the market, studies and predicts demand for goods/services, and forms it himself, creates new products, and promotes them on the market. This is a generalized understanding to give you a sense of the essence.

There are quite a few definitions and characteristics, and they are all correct, since marketing includes quite a few related disciplines and tasks, which ultimately affect its final result.

By the way, marketing begins long before you buy any product or service, and does not stop even after the purchase.

This professional activity dictates its requirements for specialist qualities:

a lively sharp mind is required,
ability to process large amounts of information,
analytical skills and along with them creative/creative,
ability to communicate with people, understand psychology,
have stress resistance,
and the desire to constantly learn and develop, keep your finger on the pulse and be flexible.

I agree, the list turned out to be quite large, and that’s not all! But the good news is that many of these skills can be developed and are very possible! If you dream of becoming a marketer, everything will work out, the main thing is your desire and movement towards the goal!

What kind of profession is a marketer?

Marketing as a profession in the modern sense arose not so long ago. Marketing began to be taught as an academic discipline in America in 1901. That is why this country is traditionally considered the birthplace of marketing.

And yet, Japan is considered the birthplace of practical marketing. In 1690, Mr. Mitsui opened the first department store, in which he focused on the interests of the buyer, and also provided guarantees for the goods and regularly expanded his assortment.

And the first beginnings of this direction go back centuries and even millennia. The inscriptions, which are advertisements for services, date back to the era of Ancient Egypt. They were drawn on a piece of papyrus and offered to buy... a slave.

In Ancient Greece, the enterprising Minos offered his services and carved the appropriate inscription on a stone. It sounded something like this: “Here I live, Minos from the island of Cyprus, endowed by the grace of the gods with the ability to interpret dreams for a very reasonable fee.” I can’t even believe that even before our era people already knew how to present their services in an interesting way.

In our country, since the 16th century, successful merchants used marketing techniques to attract and retain their customers - they gave free “samples” of their goods, or some trinkets for purchase, valued regular customers and were interested in what was missing so that they would definitely bring it to the next once.

Our time is called the age of consumption. That’s right, every day we are offered many products, something new is constantly being invented, products appear that we could not even think of before, and plus the old ones are being modernized.

According to some estimates, more than $500 billion is spent annually on advertising worldwide. Not a bad budget, right? And someone even calculated how many commercials a person watches by the age of 65. Their number, for a minute, is about 2 million! It’s good that I practically don’t watch TV)) But even for people like me, there are dozens of other alternatives to get into my field of vision.

Advertising is now recognized as the most influential and significant art form. Of course, there is still a lot of mediocrity, but there are also real masterpieces that can be seen at the grandiose advertising festivals and events dedicated to this (for example, the night of advertising eaters).

I don’t have a professional education in marketing, but it’s very interesting to me, and plus, I worked in this field for some time. Therefore, I will give you my personal associative understanding of marketing. I am sure that for some, my images of why marketers are needed will also be useful!

So, who is this marketer through my eyes:

They are the eyes, ears, mouth, legs and hands of any entrepreneur who wants to be successful.

Eyes– he must see everything that is happening around him, how the world as a whole and in particular its potential clients (target audience) live. What are their needs, complaints, what lifestyle do they prefer, what are their habits, and so on.

Ears– to hear what the client really needs. It’s one thing when innovative products are created, the need for which is sometimes artificially inflated. But more often it happens differently.

In modern conditions of market saturation, when there is a heap of everything, it is necessary to first find that “painful” point for the client, which is not yet covered by anything, and offer an appropriate solution in the form of a product or service.

And even 25-30 years ago in our country, for example, it was enough to put something imported in bright packaging on store shelves - chocolates, chewing gum, yoghurts, etc., and people bought it with pleasure. Now such a moment is long in the past.

We choose among many other brands of units. And this is what our choice is based on, how much we are willing to pay, and what composition of the product is acceptable to us for that amount - all this is important for those who are bringing another similar product to the market.

It is clear that there are different segments of buyers - some are willing to pay more in the hope of getting a quality product, others cannot afford it and are looking for the optimal middle ground.

But the essence remains the same: a successful marketer needs to hear what is going on in the buyer’s head. The paradox is that people, even when participating in special surveys about a product, can think one thing, but say something completely different out loud. And here it is also very important for a specialist to competently carry out such work.

Here I also include work on the quality of the promoted product or service, the results of which can be learned through feedback from clients.

Mouth– sales of products. The product should not linger. This means conveying to buyers its value and the need to purchase it. This includes what, how and where you need to say and do so that people understand what a great product or service you have and will certainly want to get it. Accordingly, all measures of promotion, advertising, creating promotions and flash mobs, unusual moves, bright solutions - everything is here.

Legs- this means going out into people, conducting research, surveys. I also include analytical work here, as well as collecting and working with information on competitors.

Fyodor Ovchinnikov, by the way, my fellow countryman, is a shining example of a talented marketer and successful businessman rolled into one. Before opening the first Dodo pizzeria in 2011 (now it is already a network, which you can join as a franchisee, has 180 pizzerias, and has reached the international level, including China, America and other countries) - he went to the metropolis and a little worked as an ordinary employee at McDonald's, Papa John's, Sbarro and Teremok.

Hands– “keep your finger on the pulse”, take specific actions, quickly respond to changing market conditions and requirements. It happens that a marketer will conduct research with interesting results or come up with cool ideas for promoting a company, but that’s where his fervor ends. This is not acceptable, it is better to bring to mind a few simpler ideas, but get results, than to come up with 100 brilliant ideas and not implement a single one.

Marketer responsibilities

The job responsibilities of a marketer can vary greatly depending on the specifics of the company and management’s understanding of what kind of profession it is. You already know who a marketer is, and you understand that this work hides several areas of work under its wing. So much for the differences in tasks and functions that are performed in this position in different companies.

So, in one it is more analytical work with numbers and data (marketing analyst), tracking and forecasting sales levels, seasonal surges and declines.
In others, this is more marketing and advertising activities for the creation and development of advertising offers, participation in exhibitions, and holding promotions.
Thirdly, this is work on the brand - its creation and implementation on the market.
Fourth, it's a little bit of everything.
Fifthly, this is work on promoting the company on the Internet or preparing letters to clients via email distribution.
In the sixth, the work will be focused on analyzing competitors and customer satisfaction, and so on.

It is clear that a large company usually has a marketing department, and responsibilities among employees are divided into narrow areas. Where this is not possible, a generalist marketer is often required, or one more tailored to the current needs of the company (for example, only in analytics).

However, I will give a rough list of what this specialist does:

Market analysis (specifics, downturns and upswings, capacity, development prospects, etc.)
Analysis of the company’s success (reasons for fluctuations, turnover volume, profit, speed of product sales, etc.)
Forecasting demand for a product/service and their relevance.
Competitor analysis.
Identifying the target audience and working with it.
Development and implementation of an enterprise marketing strategy.
Development of pricing policy (together with other specialists).
Formation of assortment (together with other specialists).
Development of a policy for stimulating clients, retaining old ones and attracting new ones. Creating a sales strategy and interaction with clients.
Analysis of feedback from clients (including potential ones).
Research of consumer preferences.
Development and implementation of new products/services.
Work on the company brand.
Development of measures to promote the company in the market (including advertising activities and the search for new sales channels).
Participation in exhibitions and inter-industry events.
Development of recommendations for improving the current characteristics of goods/services, adding new/related areas if necessary.
Formation of demand.
Calculation of the necessary budget for promoting the company and ongoing marketing activities.
Drawing up reports.

Internet marketer

What does an Internet marketer (sometimes also called a content marketer) do:

Promoting the company on the Internet
Carrying out promotions and events on the Internet.
Analysis of the effectiveness of advertising channels.
Web analytics of website traffic, and other indicators.
Increased traffic.
Development of technical specifications for programmers, web designers, according to marketing tasks and SEO optimization.
Website optimization (in terms of improving behavioral factors).
SEO website analysis (but without getting into the programming jungle).
Work on representing the company in social networks, communities, forums, video platforms.
Setting up advertising campaigns (Yandex Direct, etc.) and analyzing their effectiveness.
Preparation of email newsletters based on customer database.
Expansion of the customer base and its segmentation.
Working with the target audience.

This specialist can work remotely.

Marketing Analyst

What a marketing analyst should usually do:

Conduct market analysis.
Process the necessary data and summarize it into reports and presentations.
Participates in pricing, calculates break-even and profit levels.
Analyzes product turnover.

In general, such a specialist works with large volumes of information; it is important for him to process both internal and external statistical data in a timely and correct manner. The main skill here is to be able to read “between the numbers” and interpret them professionally.

Is there some more marketing manager, usually this is an advanced account manager. That is, in addition to its functions of selling and interacting with clients, it can study competitors and develop measures to attract new clients.

Economist marketer, there is even such a specialization. In general, there is also the collection and analysis of data, as well as more rational management of costs and profits, and the formation of enterprise reserves.

Advertising Marketer or a marketing and advertising manager - promotes the company using advertising tools, deals with media planning, and calculates its effectiveness, and develops information materials.

Brand manager – development and promotion of a brand so that it is recognizable and popular. This may include developing the name of the new brand, its packaging if it is a new product.

Marketing Research Manager– everything is already clear from the name. Must be able to competently draw up a sample, select the necessary forms for research (focus groups, questionnaires, etc.), conduct them and interpret the results obtained.

Product Manager, he is also a product manager - in his activities he is responsible for the entire cycle from development to marketing of a specific brand/product among all the company’s products.

Trade (trade) marketer– carries out comprehensive measures to promote the brand to consumers, and also builds mutually beneficial relationships with dealers, partners and intermediaries.

Marketing assistant or assistant– performs routine routine work that does not require a high level of professionalism.

As you can see, there are different types of this profession, from which you can choose the most suitable and interesting direction for yourself. And besides, you can choose an interesting area for yourself - it could be an enterprise, or a restaurant, or a consulting agency, or a startup - there are many possibilities for the device, and there is always a demand for a good marketer.

How to become a marketer

Now you know everything and a little more about who a marketer is. If I wake you up tonight with this question, you will be able to answer it without hesitation. And now it’s time to talk about how to become one! Ready? There is very little left.

Fortunately, now almost every university has faculties where you can receive an appropriate education and master the theoretical part of this fascinating profession. In addition, there are retraining courses, so, for example, people from related professions can improve their knowledge and move into this field.

And another opportunity in recent years is to receive education remotely, through online learning. I don’t know how high the quality is, but if you have a high degree of self-organization, then why not. As a result, this specialty requires knowledge, and not just a certificate stating that you studied.

And having reached this point in my article, you have seen for yourself that a marketer must know a lot. How to become a marketer from scratch? While you do not have practical experience, you can start your path and career as an intern in a large company or as a marketing assistant. For a beginner, this is not a bad option.

By doing routine work, and not yet bearing special responsibility for the entire cycle, you will be able to clearly see how everything is built and what it is based on. By soaking in this juice, you will learn practical techniques and gain skills that are not taught in courses, but which are important.

The salary will be less than that of the pros, but by combining such practice with study, by the end of it you can safely apply for a good position, possessing such theoretical and real knowledge.

How much does a marketer earn? His income varies greatly depending on the region, but in metropolitan areas it averages from 30-40,000 rubles at the initial stage, and subsequently the amount can reach several thousand dollars. There is room for improvement!

Only in this case, remember about constant professional and personal development, learn new things, implement it (just don’t thoughtlessly, please), develop communication skills, memory, and speed of thinking.

Now you know who a marketer is, why he is needed, what role he plays, what job responsibilities there are and how to become one from scratch. I hope you found the article extremely useful. Share it with your friends via social networks and come visit me more often for the next portion of useful things!

Anastasia Smolinets was with you

A marketer specializes in studying the supply and demand market, organizing the promotion and sale of a particular company product. Every organization that is interested in increasing sales and its development, producing any services or goods, needs a specialist who studies the taste preferences of end consumers and knows how to build trusting relationships with them. The marketing profession occupies an important niche in market relations, and it has its pros and cons. A qualified specialist, with a competent approach and analysis, can significantly increase the company’s profit by increasing sales. Marketing is a promising profession with opportunities for career growth.

Where to get an education?

Nowadays, most universities offer the opportunity to study to become a marketer. Also, students who have received a degree in sociology or economics find work in the field of marketing. To be a specialist, you need to know the basis of economic and trade relations, sociology, history of production, psychological, legal sciences and statistics, and have basic knowledge in the advertising field. A good marketer is familiar with office equipment, and knowledge of English is a plus in this profession.

While receiving an education in marketing, students study the following disciplines:

trade management,
organization management,
sales planning and organization,
innovations in marketing.
online trading,
the essence of business planning,
trade in industries,
trade research,
decision making methodology,
and others.

Professional quality

Every specialist working in the field of marketing must have certain professional qualities. Below is a description of the required personality characteristics.

leadership qualities - to effectively manage a large group of people, a person must be an undoubted leader,
have an analytical mind,
ability to process large amounts of information,
be erudite and have an “inquisitive” mind,
have a good memory,
have the ability to work hard,
be sociable and be able to communicate with different kinds of people,
be a good diplomat.

A person can develop any necessary quality in himself independently, just as he can get rid of any disadvantages.

Positive aspects of the profession

The main advantage of the marketing profession is its demand. A person who is sincerely interested in building a career as a marketer will always be able to find a workplace to realize their professional ambitions and knowledge. Any company, from trading and manufacturing companies to advertising agencies, uses the services of these specialists.

The advantages of the profession do not end there. A marketer is a specialist who can provide his family with financial independence. Specialists receive an average salary of 50 thousand rubles, while a good marketer can significantly increase their monthly income subject to constant personal growth.

Another advantage of the profession is a good opportunity to build a career. Young professionals can find work as an assistant in a company, where they can gain experience for further advancement. At the same time, a certified marketer has the opportunity to choose suitable companies in various fields of activity.

Marketing departments now exist in any company interested in making a profit. Therefore, this is another plus in this profession, since there is a workplace for every marketer.

Negative aspects of the profession

Despite significant advantages, the profession also has its disadvantages. To be a professional in his field, a marketer needs to understand various areas, and this requires studying a large amount of information. The downside is that large amounts of information will need to be absorbed every day. The market and consumer desires change from day to day, and to stay afloat, a specialist must monitor all these changes daily.

Most people are accustomed to a normal working day from 9-00 to 18-00, but if you choose the field of marketing, you will have to face the need to be at work almost 24 hours a day. This rhythm of life is also a disadvantage, since not everyone copes with it. However, if you love the work, then all these disadvantages cease to matter.

Marketing is a profession that requires a lot of responsibility, but this cannot be considered a disadvantage; rather, it is an opportunity to strengthen one’s character and develop attentiveness.

Where to find a job

Selling goods or services by a company makes a marketer in demand in almost any field. Here is a description of the areas of activity where a specialist can find a suitable vacancy.

Commodity production organization. The marketing department analyzes the market and the work of competitors, and offers the most profitable sales routes and offers. However, his responsibilities may vary depending on the scope of the organization for which he works.
Merchandising – work aimed at increasing sales by improving product visibility and recognition. It is important to indicate that the product is available to everyone. Such work is manifested in the correct display of goods, carrying out promotions and placing information about the product in an accessible place.
Trade marketer is the most popular position in the marketing field. It is associated with an increase in the saleability of a product and an increase in its recognition.
Work in advertising agencies. One of the most interesting areas of marketing activity. A job for creative people who are willing to work hard and do it with love. Here, a specialist has a good opportunity for growth, both career and personal. The thing is that this industry is associated with large volumes of information, meeting new people, visiting various events and, plus, non-standard solutions to assigned problems.
Internet marketer. For a company to stay afloat, it is important to follow modern trends. Often, online advertising receives much greater returns than traditional advertising, while having lower budgets. Therefore, in order to be a professional in his field, a specialist must have a good understanding of Internet promotion trends.

Job responsibilities

The range of responsibilities of a specialist directly depends on the area in which he works. The main activity is analysis of the market and customer needs. Based on this, he already decides which product will be in great demand and why. A marketer processes information in special programs, draws up charts, works with statistics, gives forecasts and recommendations.

An ordinary marketer has a wide range of responsibilities, which may include:

control over the prices of goods sold,
competitiveness assessment,
analysis of the current market state,
collecting information about competitors,
determination of purchasing power,
determining the direction of work in the market.

The responsibilities of a marketing economist include forecasting pricing and positioning of a specific product. A high-level marketer is able to work in the field of investing and drawing up business plans, offering the necessary recommendations after collecting information. At the level of management positions, the spheres of marketing and advertising are combined. The advertising itself gives “profit” only after careful analysis and subject to its display to the target and interested audience.

The advantage of working in this path is the opportunity to realize oneself in various fields, however, this can also become a disadvantage, since various job responsibilities require professionalism in all areas, which means that you will have to invest a lot of time and effort in order to have the necessary skills. However, you should understand that any profession has disadvantages, so you shouldn’t give up your career because of small disadvantages, especially if it still has more advantages.

The profession of a marketer will always be popular. Every year more and more businesses are moving into trade, for example, banks have moved from the sphere of simple services to the sphere of sales. A highly qualified marketer can become a part of any company. Marketing, like any other profession, has pros that outweigh the cons.

A marketer studies markets, customer tastes and preferences, current and future trends. Today, the vast majority of large companies use the services of marketers who carefully study the needs of buyers in a particular industry. There are various approaches to market analysis: monitoring competitors, surveying the target audience, etc. Based on the information received, the specialist makes a forecast and develops the company's future strategy.

Any organization that sells goods or services uses the services of marketers if management is interested in increasing demand.

The development of modern technologies has further popularized the profession of marketer. Analysis of the target audience in the Internet segment has become a constant area of work for consulting companies that study trends in a particular industry.

What does a marketer do?

The marketing profession involves many responsibilities, especially if we are talking about a large company. In such a situation, a PR department is formed, which includes: analysts, product managers, brand managers, event managers. All of them are engaged in a certain area of work, the main goal of which is collecting and analyzing information, preparing an advertising campaign to create an attractive image of the product.

Let's look at the main responsibilities:

monitoring the current market situation, creating a strategy based on the data obtained;
working on the attractiveness and recognition of the brand;
coordinating the creation of an effective advertising campaign;
efficiency of product sales at a specific outlet;
placement of advertising materials in online publications, television and print media;
participation in forums and exhibitions.

Competent specialists are needed at any stage of company development. Recently, the marketing profession has become in demand not only as a full-time position in an organization, but also among new consulting companies engaged in customized market research. Work in marketing companies is not always permanent; often, staff are recruited to complete a separate project. The remuneration in this case exceeds the fee of a full-time specialist several times. Only highly qualified specialists with both theoretical and practical research experience can count on participating in large projects.

The salary of a PR specialist depends on the region and the scope of the research. In small organizations, a beginning specialist can be offered a monthly salary of $300-500; in large companies and banks, the salary ranges around $700-900. Foreign consulting companies are ready to offer fees starting from $2,000, but they employ top-class specialists with a high level of knowledge of foreign languages.

Do not miss:

Pros and cons of being a marketer

Advantages:

In the next few years, the demand for competent specialists will grow steadily. High prospects of the profession;
suitable work for active and creative people: constant communication, meeting new people, attending events;

Flaws:

It is difficult for a university graduate to find a job in his specialty;
a marketer must not only research the market and make suggestions, but also implement new ideas into life;
Under the guise of official employment, some companies promote work in the field of network marketing.

The profession of a marketer requires extensive knowledge not only in marketing, but also in economics, management and psychology. Open vacancies, as a rule, are filled within 3-4 weeks, but practice shows that there are 2 times fewer highly qualified specialists than vacancies. You should not respond to offers “in the field of marketing”; this can often be a cheap networking company or a low-paid job in public opinion research.

This article is going to get a lot of ire from my fellow marketers, but it has to go out.

At a minimum, because it will be extremely useful for owners who, regardless of their niche and field of activity, will confidently say that finding a competent marketer is like finding a treasure.

So why anger? It's simple! Most marketers who offer their services on the labor market today are simply not suitable for these positions. As they say, no offense. Nothing personal, just business.

And we will start with philosophical (but quite practical) topics, and end with dry specifics.

be able to sell

The first philosophical (practical) topic is sales. And the first thing we will discuss is why a marketer must be able to sell. How to find out? Let the marketer answer one question during the interview:

-Have you ever sold anything?

Naturally, selling newspapers in childhood does not count. I mean serious sales - over the phone, in a meeting.
I really feel like the marketers are throwing their hats at me now 🙂 Because:

- Why should I sell? The job of a marketer is to schedule, find, make promotional materials, attract a client and that’s it (as they say, “master the budget”)!

But no. In my opinion, a marketer who has never sold anything is empty space.

Why didn't you sell anything?

Better then is a sales person who decided to engage in marketing. And now I will explain why.

Someone will be hooked, but no one knows who. And now I’m talking about the b2c sector, in which everything is quite simple. In the b2b segment, things are still much more complicated.

In B2B you can’t live without sales either.

How difficult is it?

He doesn’t even know how the client will behave, which means that such a “leading marketer” cannot fully prepare advertising materials that will lead the client in accordance with the objection funnel, and this is his main task.

That is, exactly what an entry-level Internet marketer should know and be able to do (that is, the basics). And now I don’t demand much from a future leading marketer. This is no longer even a tribute to fashion, but a common routine.

He's an analyst

By the way. I almost forgot about one more responsibility, which is mentioned in all job descriptions in passing.

A marketer (and especially an internet marketer) is an analyst. That is, the responsibilities of a marketer in a company are, first of all, analysis of the effectiveness of advertising channels and their optimization.

Therefore, returning to the questions from the interview, one more must be asked:

- What experience do you have in internet marketing or SMM?

If nothing at all, then you know what to do! Such a specialist will not suit you. And now I’ll tell you in more detail.

Do you think there shouldn’t be such trained specialists (there’s no other way to call them)? In theory, yes. But in practice everything is different.

A simple example. We helped one of our clients select a marketer as part of a marketing consulting project.

The main requirements are a possible lack of extensive experience, but an understanding of marketing, sales, internet marketing and analytics.

I was also completely sure that it was impossible to find a novice marketer with such a wide range of knowledge.

But how wrong I was! Having seen more than 10 applications from applicants with knowledge and experience in SMM, settings, work in Google Analytics and more. And all this, attention... at the age of no more than 25 years and for no more than 30 thousand rubles per month.

Common truths

Yes, I understand perfectly well, if you are looking for the main responsibilities of a marketer, then 3 responsibilities in the key “be able to sell, be friends with Internet marketing and the ability to analyze” are unlikely to suit you.

Therefore, here is a list of responsibilities that any, even the most worthless (God forbid, of course!) marketer must comply with:

Analysis of the target audience, company, product, markets, competitors;
Preparation and approval of the advertising budget based on the company’s advertising policy;
Organization of various promotional events (promotions, sales, events, etc.);
Elaboration of pricing and assortment policy of the company as a whole;
Analysis of the effectiveness of advertising events;
Studying supply and demand for the company's products;
Forecasting sales volumes;
Optimization of marketing business processes;
Preparation of reports for senior management.

Briefly about the main thing

I understand perfectly well that it is difficult to find a marketer who will combine all this knowledge and skills:

Salesmanship;
Ability to understand both offline and online marketing;
Ability to analyze and systematize received information.

And everything else that a marketer at an enterprise should know (list above) is theoretically unrealistic. But as I already wrote above in the example, practically it’s quite even.

Yes, you can hire a marketer without sales experience and train him in this, but hiring a marketer to a company without Internet experience is simply suicide.

And yes, such an approach is completely justified in all areas. So the next time you ask yourself the question “What should a marketer know?” read the last list of this article again and you will no longer have it.

Everyone has known for a long time such specialties as marketer or manager. There are a lot of “professionals” of this kind now. Almost every university has specialties in this area. However, not everyone knows what is included in the main responsibilities of a marketer. Today our task is to explain to you absolutely all the functions of a marketer, his personal qualities and show an example of the job description of this specialty.

Job responsibilities of a marketer

Marketing is a rather labor-intensive profession that requires a strategic mindset and considerable mental endurance. Let's say right away that if a marketer works in a large company, his job responsibilities may differ from the responsibilities of a marketer working in a medium-sized enterprise. The fact is that in large companies there are special marketing departments, each of which deals with its own tasks. For example, there are marketing departments that deal exclusively with studying the market price of goods. Next we will describe everything in order job responsibilities of a marketer, both in a large company and in a small enterprise. For each function we will try to give clear examples.

Market analysis

Trends are constantly changing in absolutely any market. And you definitely need to keep an eye on this. This is one of the main functions of a marketer - to monitor market movements. It is worth noting here that the more inert the market, the more difficult it becomes to adapt to it and accept new conditions.

What can happen if you do not notice the general trend of the market and do not analyze everything correctly? It's simple, a company can easily fly out of the market. It is also worth considering that market analysis must be carried out on time. If it is too late, no analysis will save you.

Example: imagine a huge factory that smelts iron products. The marketing department conducted a market analysis and realized that there was an urgent need to change machines and update production facilities. The fact is that this task cannot be completed so quickly, since it is a very labor-intensive job (it is necessary to remove old machines, install new ones, train staff how to work with new equipment). For this reason, analysis of any market must be carried out in a timely and consistent manner.

The main tools for this function of a marketer include: tracking periodicals, analysis of market competitors, social surveys. In fact, there are a lot of tools for this task.

Cooperation with clients

Yes, the most important thing is not to “work”, but to “cooperate” with clients. You might think that only the manager should have a relationship with clients, but this is not so. A manager must be able to communicate with clients, and a marketer must understand what exactly each client needs. Analyzing each client will open many doors for you.

You need to clearly understand the main difference between your company and its competitors. Here it is necessary to have an objective assessment. That is, understand how you differ from others in the eyes of the client himself, and not what you came up with.

Example: a person can go to the same cafe all the time. Cafe workers may begin to think that the client comes to them because of the friendly staff, delicious food, or something else. In fact, this person just came because of the free wi-fi.

Analysis of the competitive environment

Another main responsibility of a marketer is to analyze the company's competitors. Of course, it is necessary to communicate with clients, but even more time must be devoted to the competitive environment, since this is your main competitor. It is necessary to understand exactly what the pricing policy of a particular company that works with you in the same segment is. How are they better than you?

There are a lot of tools for analyzing competitors: company press releases, customer reviews of their products, secret shoppers, news, etc.

Finding new ways to attract clients

The responsibilities of a marketer in an enterprise are to look for new customers, and the more, the better. What does this mean? You can look for new niches where your company can show itself. There are simply no restrictions in this area.

Don’t forget that one of the most effective ways to attract new customers is an advertising campaign. If you are a marketer, then you must understand good advertising and be able to do it. Analyze the effectiveness of advertising campaigns and develop strategies for conducting advertising events.

Cash Analysis

And the last responsibility of a marketer is working with cash flows. A really good marketer will be able to calculate the company’s turnover, as well as the turnover of competitors and the market as a whole.

In this case, we would like to advise you to always carefully monitor the following points:

Market dynamics (recessions and rises)
Competitor growth dynamics
Company profit by various segments
Profit per unit
Competitors' responses to your manipulations with product prices

It is necessary to clearly understand that your main goal is NOT financial analytics, this is the task of other departments. But this does not mean at all that you should not use them. The marketer's responsibility is to monitor the successes and failures of the company.

Personal qualities of a marketer

We have already talked about the most important responsibilities of the job responsibilities of a marketer. Now we should move on to the personal qualities of a person who can work in this specialty. Perhaps most importantly, a marketer must have a mathematical mind. Such a person is simply obliged to easily use the methods of induction and deduction.

The whole difficulty is that a marketer must be able to think, both logically and creatively. Oh yes, this profession requires creative skills, because you will have to come up with new approaches to achieve one or another goal (for example, conduct a bright advertising campaign).

Nobody said that this type of profession is very easy work. Just imagine, in one day you may have to come up with a creative advertisement using all your creativity, and on the same day make clear calculations on the effectiveness of this idea.

As a result, to become an excellent marketer, you will need knowledge in many areas of different directions. If you are promoting a product, this does not mean that you will not need mathematical calculations.

Example of a job description for a marketer

Below we will give a sample example of the job responsibilities of a marketer at one of the companies (We took a sample instruction from one of the large retail chains). And so, a person working as a marketer is required to fulfill the following points:

A marketer must conduct research on the main factors that may in one way or another affect the dynamics of consumer disputes regarding the company’s product.
Based on research, the marketer must develop an overall marketing strategy for the company
Calculate the budget for the marketing plan and manage the allocated funds.
Categorize. Identify groups of potential consumers.
Assess the prospects of the market in which the company operates. Assess the company's future prospects for entering new markets.
Establish a pricing policy and determine the required range of goods.
Make new proposals for individualization of goods for further transfer of information to manufacturers.
Establish all possible distribution channels. Be able to develop dealer and distribution networks.
Organize the collection of information from potential customers about product quality, complaints, and suggestions. Come up with ways to eliminate product shortcomings.
Develop strategies for all types of promotional activities.
Develop strategies to stimulate clients (active and passive measures).
Be able to prepare proposals for the design of a new company style and products.
Summarize the effectiveness of the activities carried out.

Words from experts on the responsibilities of a marketer

Zingfin founder Balaji Viswanathan on marketers:

A marketer is the person who answers the questions “who is the client?”, “What does he want?” The marketer develops a pricing policy and creates a so-called “bridge to the client.”

The companies never sold services or products. They always sell benefits. The main responsibility of the marketer will be to determine the difference between the sale of a product and the benefit that the consumer can receive from it.

Another main function of a marketer is the ability to highlight a company’s product from the crowd. And in order to make your product stand out from everything else, you need to make the buying process convenient, sell at the right time, and work on the product so that it differs from all competitors.

The last thing worth mentioning is branding. This is a marketer's most powerful weapon. Agree, as soon as you hear the phrase “Just Do it”, you immediately remember high-quality sportswear and the Nike company. This is a tool that directly connects the product with the consumer.

The most obvious example would be the eternal rivalry between Pepsi and Coca-Cola. Companies sell sweet sodas that are very similar to each other. Ultimately, every company makes a profit by developing a brand management strategy.

Bernd Harzog on Qoura about the goals of a marketer

About 99 percent of people who claim to understand marketing know little to nothing about it. Each of them understands perfectly well that the main task of marketing is to bring the benefits provided by the company's product or service to a common denominator. At the same time, each of these people misses several very important things.

Customers who buy a company's product now may NOT buy it in the future.
It is not a fact that in the future the company will solve the same problem as now.
There are no products that can instantly adapt to changing audience tastes.
It is necessary to be able to focus on time both on immediate tasks and on future prospects.
The task of a marketer is to simultaneously support products, study market conditions and plan strategic development.

The most important thing for novice marketers is to be able to communicate with customers and understand what they want. After all, the profit growth of the company in which you work depends on them.

Under no circumstances should you gently prove to management that your position occupies a very important position in the company. Show your abilities in action.
Many new marketers often feel dissatisfied that the sales manager’s opinion is more important than his.

Probably the most common mistake of novice marketers is the desire to change something. About 90 percent of newly minted marketers, when they come to work for a company, immediately want to improve something, work on strategy, while management bombards them with simple tactical tasks, which, in the opinion of the marketer himself, he is not supposed to do.

This is wrong thinking. It seems that before your arrival the company was simply falling apart, and you came here and know how to save it. This is wrong. A company is a system that could have worked perfectly for many years before you. It is necessary to soberly assess the situation, and not simply rush into a work adventure, which can only lead to bad consequences.

If you don’t see what you expected, this does not mean that the company’s management is incompetent towards your work. You here are far from being the best at understanding the life of the company. Quite a few people worked here before you. Let's say you discovered some element in the company that definitely needs to be fixed. Now think about it, do you really think that you are the only one who noticed this error? Maybe, in fact, this element was made incorrectly on purpose.

Despite all this, a marketer who is well aware of his responsibilities can definitely be useful to the company. The main thing in the initial stages is not to get ahead of everyone. It is necessary to carefully analyze everything and become part of the company in order to understand perfectly how it lives and what it breathes.

What are the responsibilities of a marketer?

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