Functions of the most popular SME marketing depart

The function of the marketing department of small and medium-sized enterprises

the marketing department is often ignored in small and medium-sized enterprises, which is also formed because small and medium-sized enterprises overemphasize the flexibility of turning around and do not pursue long-term marketing planning. In the beer industry, due to the homogenization of beer products and the similar characteristics of sales means, the formulation of channels, advertising and marketing plans is bland, and the important role of the marketing department is not seen. Now the market is becoming more and more mature, and it is impossible to give too many opportunities to the blind. Enterprises without long-term planning, even if they are prosperous for a while, cannot avoid the fate of being eliminated

pies and traps in the market are often linked. Some obvious needs and trends are market opportunities for large enterprises and industry leaders. After doing a good job of 4P combination, the step-by-step implementation can be successful, but pies may be traps for small and medium-sized enterprises. With many and strong competitors, it is difficult to retreat if you fall into them. Small and medium-sized enterprises have limited resources, so they should do a good job in marketing innovation and look for market gaps. All these are connected with an important department - the marketing department. As the maker of marketing strategy, its importance is highlighted. This paper will focus on the characteristics and functions of the marketing department in small and medium-sized enterprises

first, the function of the market department of small and medium-sized enterprises

(1) planning function

long-term strategic planning: small and medium-sized enterprises have a weak ability to resist market risks and are often passive in the competition. It is more necessary to make an objective judgment on the current situation of the market and make a scientific prediction on the prospect of the market. As the enterprise's information resource collector and manager, the marketing department collects and understands all kinds of market information and relevant intelligence, and makes induction and Analysis on this basis. It includes the demand of domestic and foreign markets, user satisfaction, domestic competitors, domestic market policy environment, macroeconomic development trends, etc. Formulate long-term overall marketing strategy based on enterprise resource status and market information. The intention of this strategy is actually the development direction and long-term plan of the enterprise, which is of great significance to the enterprise. It is related to whether the enterprise has the ability to adapt to market changes and has a sharper sense of smell than its competitors. Only in this way can it grasp the opportunity in the competition

marketing planning: in the face of powerful competitors, we don't confront them head-on, but through market research and competitor analysis, we can find the blank areas of resource allocation and make up for deficiencies. On the basis of market research and research, according to the advantages and disadvantages of the enterprise, and on the basis of full analysis and Research on market competition, the marketing department has formulated a series of innovative marketing plans or suggestions in terms of marketing channels, product improvement and pricing, promotion and after-sales service, which are in line with the actual market and enterprises

new products: it should be pointed out that the introduction of new products often carries great risks. The traditional view is that with the increasingly fierce competition and the acceleration of reform, the profit contribution of new products will exceed that of the past. However, the failure rate of new product marketing is very high, roughly from 66% to 90%. A failed investment may be fatal for small and medium-sized enterprises. The marketing department will take market research as the core content of the business strategy, collect, sort out and summarize the market information sent back by the salesperson, selectively verify it, discover the opportunities and risks in the market, and predict the prospect of the product by analyzing the advantages and disadvantages of the company. Make thoughtful and meticulous planning for the market entry of new products, and adjust existing products or marketing strategies

(2) the function of nuclear cohesion

concentrate all resources around the core of brand building, implement brand planning and brand image construction, expand brand awareness and enhance reputation. As the core competitiveness, brand has decided the survival and development of an enterprise. Small and medium-sized enterprises cannot give up the establishment of brand because of limited resources. Only by relying on brand, can small and medium-sized enterprises develop and grow. The main goal of the marketing department is to establish the brand. The central idea of the marketing department in formulating the marketing plan should be to establish, maintain and improve the brand

(3) the function of ties

in the marketing process, all the efforts made by enterprises will finally affect consumers and get feedback from consumers. A deep understanding of consumers has become the basis for formulating marketing strategies. Many enterprises lack methods and tools to communicate with consumers. Most of the time, they understand consumers and formulate marketing strategies based on their own feelings. Therefore, understanding consumers' purchasing behavior is very important for the formulation of enterprise marketing strategy. The marketing department listens to the voice of consumers through market research, acts as a window to understand consumers, and becomes the link between the company and consumers

(4) evaluation function

add the evaluation function of the marketing department. With the fierce competition and unpredictable market, it is necessary to give salespersons more power to make them more flexible, but at the same time, it brings difficulties in monitoring. It is often difficult to remedy problems when they are found. Let the marketing department have the function of evaluating salespeople or as an important item of year-end evaluation, which can solve this problem well. While monitoring the market, the marketing department is also understanding the performance of salespersons. If problems are found, it should timely point out that the centralized and fixed training conducted at the end of the year in the past has been changed to the combination of technical guidance at any time now. According to the deficiencies exposed by salespersons in their work, the marketing department has selectively strengthened them to eliminate problems in the bud. Promote the salesperson to learn from practice to theory, from theory to practice, and make progress in learning. The combination of monitoring, assessment and training is a development direction for small and medium-sized enterprises to build a multi-functional marketing department

(5) the marketing department establishes the organizational structure of integrated marketing

integrated marketing, as a new marketing theory, has been gradually accepted by enterprises after it was introduced into China in the 1990s, and it has been used as a substitute for traditional marketing. Some large enterprises have integrated marketing communication departments, which are responsible for the implementation of integrated marketing throughout the enterprise. If small and medium-sized enterprises follow the rules, their organizations will be overstaffed and many departments will be ordered. The most difficult thing is that integrated marketing has changed the original operating mechanism. It is difficult to promote the establishment of only one institution. The result of the difficulty in establishing authority will make this institution look like a vase and decorate its appearance. Relying on the marketing department for the implementation of integrated marketing has unique convenience, just change the working methods and improve functions. The marketing department unifies the activities that enterprises can affect consumers, such as promotional activities, public relations, advertising, product packaging, product development, Cl, etc., and carries out unified integration and reorganization, so that consumers can obtain consistent information about the brand from all aspects, highlighting the consistency and integrity of the brand. In terms of advertising, the marketing department adopts a variety of ways and media to enable consumers to obtain information from different sources and forms in an all-round way. While maintaining a voice and a face, it enables consumers to gain the maximum understanding of the brand and play the best effect. In order to achieve this goal, it is inevitable to establish an efficient market information system (MIS). It needs to summarize, sort out and analyze all kinds of information of consumers and competitors in a timely, comprehensive, dynamic, comprehensive and systematic manner, and make accurate situation prediction and practical suggestions

in addition, there are advertising planning, market research, market monitoring and other functions, which will not be repeated here. In general, the number of functions and power of the marketing department reflect the enterprise's understanding of the marketing department. The ability of the marketing department of small and medium-sized enterprises to perceive and understand the market is the most important function, and this ability is also reflected within the enterprise

II. The functional role of the marketing department in the enterprise

(1) the marketing department and the sales department

for small and medium-sized enterprises, the marketing department has just separated from the sales department, dividing the functions and rights originally belonging to the sales Department into a separate marketing department, and the sales department still regards the marketing department as its own vassal. The sales department will think that the marketing department is a collaborative service, and the whole sales should be dominated by the sales department. And the survival and development of the enterprise all depend on the sales department to sell the products and recover the payment for goods. In the long run, the sales department has established its core position in the enterprise, and believes that letting the marketing department dictate next to it has no effect. Its functions can be fully undertaken by itself, and the planning it makes is also Yin Feng Yang contravening, making it greatly discounted. The marketing department believes that the sales department has become a department that can only maintain the enterprise and cannot undertake the important task of enterprise development. What the current market competition needs is high-level marketing planning and long-term marketing strategy

what is the status of the two departments in the enterprise? The answer reflects the leading idea of the enterprise's operation, whether it is sales oriented or marketing oriented. Taking sales as a guide and focusing on the pursuit of sales volume, there will be business concepts that do not adapt to the changes in the market competition environment, insufficient attention to market research, improper market selection, improper growth strategy selection, lack of strategic planning and so on, which are the main reasons for enterprises to lose in the market competition or lack of competitiveness

for the two departments, I think it should be the relationship between planning and implementation. It's more organized to have a plan first and then implement it. There are relatively many chances of winning. Implementing it first and then supplementing the plan will make everything messy. We should establish the prestige of the marketing department. The unreasonable marketing planning should be corrected through practice, but it cannot be a reason to oppose the marketing department and reduce the status of the marketing department. The principle of operation is that production turns around sales and sales turns around the market. This market cannot specifically refer to the marketing department, but the work of the marketing department should be an embodiment of market information

the two departments should have both constraints and cooperation, both disputes and communication

restriction: when the marketing department monitors the market, it is also to understand the work performance of the salesperson. It can be shown from the timeliness, accuracy and integrity of the salesperson's feedback on the market information. Handing over the salesperson's performance evaluation items to the marketing department can strengthen the restriction

cooperation: the sales department is responsible for the implementation of the front line of the market and the collection and collation of first-hand data of market feedback, statistical analysis and submission of suggestions in the market promotion work, which is an extremely critical link. Without the cooperation of the sales department, the best planning of the marketing department will not have any effect. The cooperation between marketing department and sales department should be the main aspect

disputes: disputes are inevitable for the marketing department and sales department of any enterprise. Exposing the shortcomings of their respective work through disputes will promote the work of both sides

communication: the working relationship between the marketing department and the sales department is not a matter of who leads who. Communication should be the main work, through which the goals and interests of both sides can be unified, and through which the marketing plan can be implemented and improved

(2) after too long-term development, the marketing department and production system

the production system oriented by marketing cannot adhere to self sealing. For product development, the sales department only understands its responsibility as carrying out product production