What does a Marketing Manager do?

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Jobs Roles

  • Develop pricing strategies, balancing firm objectives and customer satisfaction.
  • Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
  • Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
  • Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
  • Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
  • Consult with product development personnel on product specifications such as design, color, or packaging.
  • Compile lists describing product or service offerings.
  • Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
  • Select products or accessories to be displayed at trade or special production shows.
  • Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.
  • Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
  • Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.
  • Initiate market research studies or analyze their findings.
  • Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.
  • Conduct economic or commercial surveys to identify potential markets for products or services.
  • Consult with buying personnel to gain advice regarding environmentally sound or sustainable products.
  • Develop business cases for environmental marketing strategies.
  • Integrate environmental information into product or company marketing strategies, policies, or activities.
  • Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.
  • Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
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