Here is the list of what a Marketing Manager should know and be familiar with.
Why are you in business?
What do you sell?
Who is your customer?
How do you get the customer?
Where do you locate the business?
When do you execute all of these?
As with the sales manager, every company needs a marketing manager. Until you can afford to hire one, you need to actively manage the marketing of your company, its goods, and services.
This job is undoubtedly the most misunderstood of all company positions. This may be due to the fact that it is likely the most complex, while at the same time the most basic.
And everything on that list is a moving target, including
“WHY YOU ARE IN BUSINESS.”
The starting point for all marketing is the vision, your goal, your purpose, and your passion. Whether you are making all the marketing decisions or at some point, you hire inside or outside marketing help, everyone needs to be clear on your vision. Those you hire may differ with you on how to get there – strategies, tools, timing – but the vision is 100% on you.
You need to be able to communicate your vision in such a way that your employees, suppliers, and customers have absolute clarity. For instance, if your goal is to make the highest quality widget ever, and everyone thinks you are careless about quality, the disconnection will make you miserable and the sales and profits will likely suffer, too.
The next step in marketing is to make a plan, a business that explains how you will create a sustainable business. You can create a business plan prior to opening but a business plan is valuable whenever you create it. These are the things that you might want to include in constructing a plan:
PRODUCTS OR SERVICES YOU WILL SUPPLY
SOURCE OF SUPPLY OF MATERIALS, PRODUCTS, SERVICES, LABOR
ESTIMATED COSTS OF SUPPLYING END PRODUCTS OR SERVICES TO CLIENTS
PLANNED SELLING PRICES OF PRODUCTS AND MARGINS
ESTIMATED SALES OF EACH PRODUCT TO EACH CLIENT GROUP BY MONTH OVER YEARS
METHODS AND COSTS OF SECURING CLIENTS – ADVERTISING, PROMOTION, ETC
ESTIMATED OVERHEAD COSTS OVER MONTHS OR YEARS GIVEN VARIOUS SCENARIOS
FACILITIES AND EQUIPMENT NEEDED AND ASSOCIATED COSTS
ORGANIZATIONAL CHART THAT WILL BE FILLED IN OVERTIME
We will deal with many of these issues on other pages. Click the links below.
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