Action Strategies of an Effective Marketing Manager
By Surajit Sen Sharma
Hallmarks of an Effective Marketing Manager
Norton Paley, in The Manager's Guide to Competitive Marketing Strategies, presents some principal factors that define the effectiveness of a marketing manager. They are relevant to anyone in a marketing job and include:
Act Now! Activate a FREE three days trial to MarketingCrossing.com, because you know how important it is to know about all the jobs.
Create long-term associations with clientele to grow with them and to build product relationships.
the plane of customer relationships the marketer has cultured
the success with which the marketer's new products and services meet the needs of targeted market segments
the marketer's commitment to competitive intelligence, which is the base of successful competitive strategy
the marketer's awareness of demographic changes and shifts in consumer buying patterns
the position of the marketer's company or product line in the product life cycle
the marketer's responsiveness to emerging, neglected, and poorly served markets
the marketer's responsiveness to supply-chain logistics and issues
the marketer's responsiveness to the Internet, new technological changes, and globalization
According to Paley, the ability to take into account these issues consciously is the hallmark of a skilled manager.
What is Marketing Strategy?
Paley defines marketing strategy as "the art of coordinating the means (money, human resources, and materials) to achieve the ends (profit, customer satisfaction, and company growth) as defined by company policy and objectives." Marketing strategy is divided into three levels as follows:
Higher-level STRATEGY: At this level, the marketing manager's aim is to organize and commit company resources to fulfilling the company's vision for the future, along with its long-term objectives. This level focuses on the objectives of:
understanding changing market conditions
future development
profitable growth
Mid-level STRATEGY: At this level, the marketer focuses within the business organization or the product line with the aim of achieving quantitative and non-quantitative objectives. This level concerns itself with the objectives of:
breaking into existing markets with existing products
going into new markets with existing products
developing new products for existing markets
developing new products for new markets to achieve continued growth
Lower-level STRATEGY: At this level, the marketer deals with objectives for shorter periods of time and tries to correlate marketing with the company's business plan and budgets. At this level, the marketer focuses on immediate issues like:
pricing and discounts
advertising media and copy themes
sales-force deployment
selling aids
distributor selection and training
product packaging
pre- and post-sale services
selection of market segments to target
Action Strategies for Successful Marketing
The action strategies followed by an effective manager to develop a successful marketing plan include the following:
STRATEGY: Choose a competitive edge that superior competitors cannot execute efficiently. ACTION: Utilize market research, formal and informal, to spot potential for segregation.
STRATEGY: Commit to quality and service as an organizational priority. ACTION: Encourage workers to strive for quality at all levels. Do not limit yourself to one-time motivational talks, but train with the goal of sustaining complete dedication.
STRATEGY: Focus on specialty products that command first-rate prices; leave the commodity price segment to others—unless you are the low-cost leader. ACTION: Practice segmenting your market(s) for precise product and service applications. Get nearer to your consumers and their problems.
STRATEGY: Create long-term associations with clientele to grow with them and to build product relationships. ACTION: Promote confidence in customers and suppliers so that sensitive information can be shared to serve mutual interests.
STRATEGY: Maintain a market-driven track within your immediate group and throughout your organization to maintain a competitive edge. ACTION: Organize a strategy team made up of personnel who perform various functions. Then, have the team build a strategic marketing plan to respond rapidly to market opportunities.
STRATEGY: Seek global opportunities that complement long-term objectives. ACTION: Make active use of the Internet. Investigate joint ventures, licensing, or exporting opportunities to develop a worldwide presence.
STRATEGY: Partner salespeople with consumers to provide product solutions to demand problems. ACTION: Go beyond traditional forms of sales training. Instead, teach salespeople how to think like strategists so they can help their clientele achieve a competitive advantage.
STRATEGY: Identify market niches that are budding, ignored, or poorly served. ACTION: Reassess how you segment your markets. Search for additional approaches beyond the usual criteria of customer size, regularity of purchase, and geographic setting. Look for potential niches related to just-in-time delivery, product performance and reliability, applications, quality, or technical assistance.
Simply sticking to these principles can make you one of the best marketers. If you are already on the right track, you can always use this list as a reference.
Reference
Parley, Norton. The Manager's Guide to Competitive Marketing Strategies. London: Thorogood, 2006.
MarketingCrossing Fact #30: MarketingCrossing’s main hub EmploymentCrossing is a member of MySpace.com, which encourages users to connect, network, and share information.
Roberto , Seattle, WA
I like the volume of jobs on MarketingCrossing. The quality of jobs is also good. Plus, they get refreshed very often. Great work!
Richard , Baltimore, MD
The number of jobs listed on MarketingCrossing is great. I appreciate the efforts that are taken to ensure the accuracy and validity of all jobs.
Linda , Brownsvelle, TX
On MarketingCrossing it's easy to access the vast variety of jobs on offer. The search engines are superb!
Allison , Chicago, IL
The best thing about MarketingCrossing is that you can upload your resume and also have the option to apply online.
Pamela , Chicago, IL
MarketingCrossing has more jobs on its pages, than any other similar websites. Amazing!
To compare MarketingCrossing with other job sites
Show Everyone What You Are Capable Of: Take Action and Investigate Jobs on 50,000+ Websites Instantly
Get immediate results in your job search: Discover marketing jobs from over 50,000 websites on MarketingCrossing. It is not logical for you to be confined to marketing jobs on one website when you can have the exciting experience of searching over 50,000 websites at once.
You are focused on living in the present and not the future: Do not wait for the ideal marketing jobs to come to you; instead, find them right now. Observe, be practical, take action and get results today.
Athletics - Marketing and Promotions Assistant United States-NY-New York City
* Promoting sporting events throughout campus
* Assisting in game-day marketing operations at all Football and Basketball games
* Creating promotio...
Jodie Fisher's bio on NBC's website for the short-lived reality television show Age Of Love cites her as a ''successful businesswoman who used to work on the committee of Narcotics Abuse and Control for the government,'' so it's not unfathomable that she was legitimately employed by global information technology corporation Hewlett-Packard...
EmploymentCrossing's search engine is excellent. You can search jobs on the basis of specific locations and practice areas.
Janet , Portland, OR
This online job board makes looking for a job practically effortless. There is a large variety of jobs available in my area. This website is well worth every penny of the membership fee.
Kevin , Charleston, WV
MarketingCrossing is very easy to navigate. It is one of the simplest and at the same time most comprehensive site I have visited.
See Every Marketing Job We Can Find on the Internet!
Unlike other sites, MarketingCrossing works for you and does not charge employers to post jobs and actually goes out and researches jobs for you. The jobs you see are the jobs we find for you and not the ones employers are paying us to post.
Reason 29: MarketingCrossing is used by many outplacement firms whose job it is to know the market. Imagine having that same information at your own disposal.
Show Everyone What You Are Capable Of: Take Action and Investigate Jobs on 50,000+ Websites Instantly
Get immediate results in your job search: Discover marketing jobs from over 50,000 websites on MarketingCrossing. It is not logical for you to be confined to marketing jobs on one website when you can have the exciting experience of searching over 50,000 websites at once.
See all the jobs in your profession on the Internet in one place. Your powers of observation and people skills will all pay off when you can view:
Marketing jobs from every company employer career webpage we can find.
Marketing jobs from every professional marketing firm career page we can find.
Marketing jobs from every job board we can find.
Marketing jobs from every newspaper classified ad we can find.
Marketing jobs from every specialized marketing publication we can find.
Marketing jobs from every federal, state and local government career page we can find.
Marketing jobs from every public interest, nonprofit and other career page we can find.
Tell us where to send your access instructions:
Today at MarketingCrossing
2,249 - Jobs found in last 24 Hours13,618 - Jobs found in last 7 Days45,944 - Total Jobs Found
Your privacy is guaranteed. We will never give out, lease, or sell your personal information.
MarketingCrossing - #1 Job Aggregation and Private Job-Opening Research Service — The Most Quality Jobs Anywhere
MarketingCrossing is the first job consolidation service in the employment industry to seek to include every job that exists and not charge employers to post jobs on its site.
MarketingCrossing uses sophisticated technology and manual work to comb employer websites and other job boards for jobs and bring them all to its site.