How to organize marketing in an enterprise

There are quite a lot of big companies operating on the market today that are able to contain a whole marketing department of several high-class specialists. When working in a team, each marketer is usually entrusted with his own site: one can monitor the market, the other - by drawing up reports on the basis of research, the third - working with consumers. This division of labor allows each specialist to focus on the performance of their highly specialized tasks and often makes professional activity more effective. True, not all firms and production organizations are willing to pay for the work of several marketing specialists, since often their salary expectations are quite high. At the same time, competition in the market causes the need to search for new, progressive ways to develop the company, which is promoted by a competently developed strategy and ongoing marketing activities. What are the alternatives to the marketing department, and how can you organize marketing activities at the enterprise with the least expenses for a modest corporate budget.

First, you can hire a specialist to work, instructing him to perform all tasks related to marketing promotion, researching competitors and consumers, preparing reports and presentations. Such an approach seems to be beneficial to the enterprise in financial relations. At the same time, working independently and being subordinate to the immediate boss, who usually does not have time, the marketer can work inefficiently, sometimes even without noticing it. There is often no one to monitor the quality of implementation of marketing plans, market research is not very necessary for sales and customer service departments , so that the marketer , as a matter of inadequacy, can even be dismissed or transferred to another unit where an employee is required for a simple job. The fact is that the activity realized by the marketer at the enterprise is needed mainly only for market-oriented organizations, in which much attention is paid precisely to the promotion of new goods and services "sharpened" for certain segments. In companies where the passion for marketing is no more than a tribute to fashion, such specialists usually do not stay long, re-qualifying themselves as ordinary sales managers.

For organizations that do not need marketing services on an ongoing basis, working with consulting firms and marketing agencies can be a good option. They will help to compile or acquire a business plan for the market segment in which the firm is going to produce a new product or is not competitive enough to make its operation as efficient as possible from an economic point of view. Together with advertising agencies, marketing consultants can develop a promotion concept and an advertising campaign in the most appropriate media. Such consulting or marketing services will cost money, but they can prove to be much more effective than the months-long work of a full-time specialist.

The third option is the most time consuming, although not always costly. The head of the firm can try to expand the marketing department to the size of the whole company state, i.e. Invite employees to actively participate in marketing activities. Of course, this should not be done in the form of expanding the job functions of specialists with the addition of marketer duties. - this, most likely, will not cause workers neither enthusiasm, nor enthusiasm. However, why not work with corporate clients salesman to ask them to tell about their proposals for a new product or its shortcomings. Also, customers will be pleased to announce new promotions and discounts of competitors, the market situation and their needs for the coming season. Possessing up-to-date information on the market situation in its region and segment, the company's management can develop a balanced and competent development strategy, while saving significant funds on market research and personnel maintenance, and form a harmonious marketing environment at no extra cost.