MARKETER

Marketing (marketing - eng.) - a comprehensive enterprise management system, based on the situation on the market, as well as the organization of sales of goods. The concept of marketing, in its modern sense, arose in the middle of the 20th century.

An ordinary specialist marketer at a large enterprise performs a fairly wide range of responsibilities. They may include tracking the prices of products sold, analyzing their competitiveness, collecting information about the current state of the market. This also includes searching and analyzing data about manufacturers, suppliers, potential competitors. determination of the capacity of this market, analysis of the purchasing power of various regions and groups of the population, determination of priority areas of work in the market.

The economist marketer also deals with pricing, defining target segments and product positioning. A highly qualified marketing specialist is able to analyze investment projects and develop business plans. It should be noted that at the management level, the positions of the head of the marketing department and the head of the advertising department are often combined. Advertising gives an effect only when it is targeted specifically at the group of the population that is a consumer of the goods being sold. Proceeding from this, it is advisable that the management, advertising planning (media planning), and analysis of the results should be concentrated in the same hands.

In the conditions of the Russian market, marketing managers are often called simply sales managers. The marketer does not deal directly with customers, offer goods, services, etc. It should be noted that currently, in many large Western companies, separate marketing departments are being liquidated, and their functions are assigned to sales units. Very often, marketing specialists can hear that they will be equally well able to work with any group of products, but employers prefer specialists with experience in conducting marketing research in their core fields (computers, pharmaceuticals, food, etc.).

In the overwhelming majority of cases economic education is required from a marketer, however, people with sociological education, proficient in conducting and analyzing population surveys, predicting public opinion, etc., are often taken to marketing services. Another source of personnel for marketing services is advertising and PR specialists.