Function of the Marketing Director

By: Richard Taylor Edwards

No matter where you are in the world or what type of a business is involved, if sales are involved, the need for a marketing director exists. Differences may exist in the way a marketing director performs his job in different types of businesses, but in the end, the job entails the same basic function: developing a marketing plan that will effectively sell the product or service of his company.

Any sales or merchandising operation may employ a marketing directing including a bank. Many credit card operations have an entire Marketing Department that is heading by a marketing director or manager to present current card offerings to the public. A clothing chain may have a marketing director to develop the marketing tactics that will be used to promote the new season off clothing. Even service organisations may use the services of a marketing director in order to make the public aware of their company and how they can do the job differently and more efficiently than the company that a person is currently using.

The marketing director must be able to work well with people of all ethnic origins and nationalities. He must work well under pressure and know what kinds of tactics to use in a given situation. That means know when to use strong tactics and when weaker ones will work better. It means knowing the target audience for the product you are trying to promote, which in turn means having the flexibility to change your marketing plan to accommodate a change in that audience. Your target audience may change for several reasons:

&bull#Income of the region

&bull#Weather and geographic location

&bull#Seasonal variations of each region

&bull#Ages of the general population of the region

For example, if your company is trying to promote a snow blower, you are not going to have much luck in a region that is now in the middle of their summer, thus your target audience is now those in colder regions. You might succeed in a warmer region if your promotion includes an inflated discount because of the weather conditions currently in existence. A marketing director must know when to target a given region and when to place his concentration on another region for various regions that may even include knowing the current employment of the region you wish to target to avoid pursing a region with a population that is struggling to simply provide daily necessities.

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