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Extract from term paper in marketing. Organization of work of marketing service at a contemporary enterprise

Extract from term paper in marketing. Organization of work of marketing service at a contemporary enterprise

Marketing company is really a unit that is structural managing advertising functions. It establishes both the subordination as well as the obligation when it comes to task. Each company selects separately the type of organization and management of marketing activities. This will depend in the kind of ownership, how big is the enterprise, the character associated with the manufacturing, the sort and faculties of this market on which the company runs, the range and nomenclature associated with the products being manufactured, etc.

Forms of organizational management structures for marketing

You will find presently five primary types of organizational management structures for marketing:

  • Practical – in line with the performance of separate units of varied functions of marketing activities. Its benefit is simple management, if the business focuses primarily on a narrow, little range of products. Because the product range increases, the provided framework becomes less efficient. It becomes more complex to build up an idea for every single specific product or individual market, it becomes impractical to coordinate advertising activities generally speaking. Characteristic for tiny firms with a restricted selection of items manufacturing mass items.
  • Based on the trademark – it’s typical for enterprises mass that is producing (multi-assortment) with various manufacturing technologies. The deputy manager of marketing is subordinated to the division of marketing by commodity teams. Benefits – commodity administration coordinates the marketing that is entire of the items. More attentive to the issues that arise available in the market, being attentive to the key and secondary consignments of goods. Drawbacks – the management system is more expensive.
  • Geographic orientation – works in a market with a region that is clearly marked in addition to with companies working abroad.
  • Segmental – centered on the needs that every marketing manager is in charge of dealing with a certain portion of consumers, irrespective of which geographic market this portion is based. As an example, big publishers have actually unique devices that deal with adult materials, junior literature, textbooks for additional and high schools. Each one of these divisions is oriented towards its customer and will act as a company that is independent. The goal of such an insurance policy will be fulfill the requirements of their clients no worse than an organization that acts only one segment.
  • Commodity-regional orientation – effective for companies with diverse assortment, employed in a number that is large of. Work in the conditions of firm competition on the market of heavy engineering demanded a brand-new method of the marketing policy of this enterprise.

Professional tasks of the experts of marketing departments

The professional tasks of the specialists of marketing departments and contracts are the following in accordance with the standard on marketing activities

  • performing marketing research and determining the market that is potential for old-fashioned forms of services and products; performing the factory profile of sales; ensuring stable loading of manufacturing capacities associated with enterprise;
  • arranging and work that is conducting the motion of products (obtaining applications from customers, starting questionnaires, drawing up contracts for the way to obtain gear, issuing orders for production, monitoring the delivery of gear and re payments);
  • participation into the formation of costs for items associated with enterprise;
  • Organization of work on sales of products by direct contact with consumers, as well as through the operational system of resellers;
  • Preparation of tasks for creation of advertising products, preparation and conducting of events of advertising and presentation character; participation in specialized exhibitions, fairs, conferences, presentations (in the certain aspects of manufacturing tasks – revenue centers).

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