...THE CHANGING ROLE OF THE MARKETING PROFESSIONAL IN A COMPETITIVE CAREER DRIVEN MARKET A research report presented to IMM Graduate School of Marketing In partial fulfilment of the Postgraduate Diploma By Gerhardus Francois Nel Student Number: N67513 July 2012 Supervisor: Dr Sidney Shipham Executive Summary The marketing profession worldwide has for the last decade been under pressure to show its worth. Marketers are finding it harder to show value and at an executive level, this is even more pronounced. The lack of being able to show clear return on investment in their activities has meant that many marketers and indeed marketing departments are being questioned as to their role in the fulfilment of the business strategy. In the light of all this negative attention, marketers themselves have not branded themselves as strategically important and through the ever increasingly complex role of a marketer today, the gap between how marketers are viewed by their counterparts and how they view themselves, has begun to show. In an effort to establish how marketers view themselves, their perceptions of their value and how that impacts on their career advancement and acceptance at an executive level, the research aims to highlight the need for a professional marketing standard in which marketers can gain a positive impression of themselves and the profession in general. Simply having a recognised qualification will obviously not be the only solution but the subsequent understanding...
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...Areas of Business - Marketing and Human Resources Functional Areas of Business - Marketing and Human Resources The MBA overview highlights several areas of business that are studied in the MBA program at University of Phoenix. Two of the functional areas of business that appeal to me are marketing and human resources. This paper will review these two business functions, and provide an explanation of the management role in each area. Marketing Business Function. The role of marketing in an organization is critical to its success. Marketing can be defined as “the management process through which goods and services move from concept to the customer” (businessdictionary.com). Marketing focuses on the marketing mix, also known as the four P’s of marketing; Product, Price, Place and Promotion. All four must be present and work together in order to achieve success with a product or service (Khonat, 2013). However, marketing is much more than just the traditional role of being charged with advertising and promotional plans. Today’s marketing operations require cross-functional and diverse teams to produce results (Scott, 2013). Scott (2013) goes on to explain that marketing must work with all areas of the business; for example, with sales and IT for customer relations, and with R&D and manufacturing with regards to new product development and innovation. The Marketing Manager. I believe that the role of marketing Manager would...
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...Role of a Manager within the Functional Areas of Business Jennifer Nunez University Of Phoenix Role of a manager within the functional areas of business Managers in a business are the brain of the business and therefore, considered the most vital aspect of business. Managers are the coordinators and administrators of the business. For a business to succeed, managers are assigned different functions in the most vital departments of the business (Cook & Macaulay, 2013). These departments include human resource, finance, marketing and, operations. The departments oversee the critical segments of the business allowing the business to run smoothly with the help of managers who have specified roles for each department. The roles of the managers in each department are unique considering the difference in the requirements and activities of the departments. The functional areas of a business are run by managers who are responsible for all activities and provide reports to the main governing body of the business. The role of managers in all functional areas of the business is critical for the success of the business (Cook & Macaulay, 2013).. The human resource of the business is an important department because it deals one-on-one with employees of the organization. The purpose of human resource is essentially to reinforce the relationship of employees and their employers. The manager is therefore expected to foster the goal of human resource...
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...Functional Areas of Business Paper “A manager is someone who coordinates and oversees the work of other people so that organizational goals can be achieved” (Robbins and Coulter, 2012). Henry Mintzberg (1973) defined the ten roles that a manager plays in an organization – leadership, figurehead, liaison, monitor, disseminator, spokesperson, entrepreneur, disturbance handler, negotiator, and resource allocator. He categorized them into 3 roles – interpersonal roles, informational roles, and decisional roles (Robbins and Coulter, 2012). A manager plays these roles at varying degrees depending on the situations that arise. We will now identify some of these roles in the functional areas of human resource management and marketing management. Human resources management addresses the area of personnel development in the business. Managers use human resources management throughout the employee life cycle (University of Phoenix 2014, Week One Assignment). Human resources management is responsible for establishing policies and procedures to accomplish the strategic goals set. Human resource (HR) managers deal with but not limited to, employee hiring, training, employee development, performance management, salary and benefits, employee relationships and safety. A monitor looks for and receives information and maintain interpersonal contacts (Quinn, 2010). The responsibility of the HR manager who plays the role of a monitor is to identify and resolve workplace issues. By...
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...Role of a manager within the functional areas of business Managers in a business are the brain of the business and therefore, considered the most vital aspect of business. Managers are the coordinators and administrators of the business. For a business to succeed, managers are assigned different functions in the most vital departments of the business. These departments include human resource, finance, marketing and, operations. The departments oversee the critical segments of the business allowing the business to run smoothly with the help of managers who have specified roles for each department. The roles of the managers in each department are unique considering the difference in the requirements and activities of the departments. The functional areas of a business are run by managers who are responsible for all activities and provide reports to the main governing body of the business. The role of managers in all functional areas of the business is critical for the success of the business. The human resource of the business is an important department because it deals one-on-one with employees of the organization. The purpose of human resource is essentially to reinforce the relationship of employees and their employers. The manager is therefore expected to foster the goal of human resource in a business (Suttle, 2014). The manger is responsible for the competence of all employees of the business. The role of a manger in the human resources department ensures...
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...1 Strategic Marketing, the words itself describes that it has a lot to do with technical and specific information. “Strategic marketing means looking at the whole of a company’s portfolio of products and markets, and managing the portfolio to achieve the company’s overall goals”. (Jain, 1987). “ Strategic marketing as seen as a process consisting of:analyzing environmental, market competitive and business factors affecting the corporation and its business units,identifying market opportunities and threats and forecasting future trends in business areas of interest for the enterprise ,and participating in setting objectives and formulating corporate and business unit strategies. Selecting market target strategies for the productmarkets in each business unit, establishing marketing objectives as well as developing, implementing and managing the marketing program positioning strategies in order to meet market target needs”. (Drucker, 1973) Its role is to direct the firm or company towards attractive economic opportunities. The opportunities that are adapted to resources and knowledge and offer a potential for growth and profitability. Strategic marketing includes the way to reach the customers with products and services. It provides competitive advantage by considering segmentation, branding, marketing messages, and positioning. With segmentation, firm can concentrate specifically to particular market as per their buying behavior or lifestyle. As a result, it saves time and money...
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...Managers Role In Functional Areas Of Business 1 Managers Role In Functional Areas of Business MGT/521 January 12,2015 University of Phoenix Managers Role In Functional Areas of Business 2 According to University of Phoenix MBA overview, businesses have eleven areas within the company that play a major role with its overall success. (University of Phoenix). Without these functional areas working symbiotically, the business would most likely not be able to operate at its fullest potential, and it would ultimately not succeed. Each functional area is important and offers a very specific objective to ensure the organization’s success but what is more important than these functional areas of business is the manager, the person behind the scenes making sure that all of these areas of a business and the employees are operating to the best of their ability in order to make the businesses a success. “Managers perform certain activities or functions as they efficiently and effectively coordinate the work of others (Robbins & Coulter).” In this paper I will discuss three of the functional areas of business management, human resources and marketing and what role a manager plays in that functional area of business. Management...
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...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
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...UNIT 8: MARKETING IN HOSPITALITY Get assignment help for this unit at assignmenthelpuk@yahoo.com LO1 Understand the concepts of marketing in a services industry context Core concepts: definition of marketing, customer needs, wants and demands, product and services markets, value, customer satisfaction/retention, quality, cost/benefits, efficiency/effectiveness, profitability, the growth of consumerism, strategic/tactical marketing, reasons for growth, marketing as a business philosophy, relationship marketing, changing emphasis of marketing Marketing environment: micro environment of the company; stakeholders eg suppliers, intermediaries, owners, financiers, customers, competitors, local residents, pressure groups; macro environment demographics eg economy, society, ecology, technology, politics, legal, culture; strengths, weaknesses, opportunities and threats (SWOT) analysis; political, economic, social, technical (PEST) analysis; Porter’s competitive forces Consumer markets: central role of the customer, customer culture, models and types of behaviour, consumer orientation (internal and external), competitor orientation, decision process, value chain, value and satisfaction, long-term relationships Market segmentation: principles of segmentation, targeting and positioning, segmentation bases eg geographic, demographic, behavioural, lifecycle stage, income, gender Ethics and social responsibility: sustainability, social audit, public relations, legal and regulatory considerations...
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...Lendorse Morant Ms. J. Gaffney Principles of Marketing 5.22.14 Chapter 2 Discussion Question 1-6 (Page 61) 1) (Q) Explain what is meant by market-oriented mission statement and discuss the characteristics of effective mission statements. (A) A market oriented mission statement is when the decisions made by a company are based around information about customer needs and wants rather than what the business thinks is right for the customer. A mission statement is more than just a statement of specific details, it’s usually broad in scope. It doesn’t use monetary numbers, percentages, or ratios. It’s also short, about 250 words in length. A mission statement is also inspiring and enduring. 2) (Q) Describe the business portfolio planning process and the role marketing plays in the process. (A) The business portfolio planning process is about identifying and selecting the right work to achieve business objectives and maximize business value. The position and role of each one in the overall company business, as well as their interrelation determine the portfolio structure. 3) (Q) Explain why it is important for all departments of an organization-marketing, accounting finance, operations management, human resources, and so on- to “think consumer”. Why is it important that even people who are not in the marketing understand it? (A) Consumer comes in to contact with many other departments but I suppose the main reason is that the consumer...
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...Consumers like to see companies, in which they purchase certain products and services, show genuine concern. This means caring for the environment. The business should see that these concerns are communicated and enforced by all in the company. Consumers also want to know that companies are concerned with the quality of workforce life. Support To implement the role of social responsibility in marketing, marketers must show that they support social causes that help society. They demonstrate this through sponsoring charity events. They may contribute a part of their revenue to a cause and relate this information to consumers through regular advertising. When companies offer support, they gain a solid reputation and gain loyal customers. Sponsored Links Read more: Role of Social Responsibility in Marketing | eHow http://www.ehow.com/info_8169117_role-social-responsibility-marketing.html#ixzz2UREaDNvN Concern Consumers like to see companies, in which they purchase certain products and services, show genuine concern. This means caring for the environment. The business should see that these concerns are communicated and enforced by all in the company. Consumers also want to know that companies are concerned with the quality of workforce life. Support To implement the role of social responsibility in marketing, marketers must show that they support social causes that help society. They demonstrate this through sponsoring charity events. They may contribute a part...
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...The Role of Marketing DeVry University Introduction to Business and Technology, Week 5 research paper Describe, explain and address the roles of Marketing. How does marketing research provide information to answer the four Ps of marketing? How do those roles differ in a business versus a non-profit organization? The Role of Marketing Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. For a business to survive in today’s world, the business owner must market their products or services to attract consumers. Once the consumers are onboard a business owner must appeal to these consumers by using and applying different marketing strategies to keep them and be able to want them to return and continue buying their product and/or using their services. How does marketing research provide information to answer the four Ps of marketing? The Four P’s of marketing consist of Product, Promotion, Price and Place. The product is obviously the most important of the P’s. Research is needed to find out if the product appeals to the consumer first. This is usually done through surveys or observation of similar products to obtain the interest or need. Many different things can attribute, such as size, quantity, availability, along with time of the year. The Promotion part is what will get the consumer’s attention, whether its through newspaper flyers, radio, TV, physical signs/banners...
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...BTEC Business Project |Assignment |2013/2014 | Learner Declaration I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work myself and other members of the group in which I worked, and that no part of it has been copied from any source. I understand that if any part of the work submitted for this assignment is found to be plagiarised, none of the work submitted will be allowed to count towards the assessment of the assignment. |Centre Name: |Westminster Kingsway College |Centre No: |10240 | |Learner’s Name: | | |Learner’s Signature: | | |Assessor’s Name: | | |Assessor’s Signature: | |Date: | | |Date Issued: |3rd February 2014 |Submission Date: ...
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... Use case for CSMS marketing subsystem (RMO CSMS Marketing Subsystem) Overview of Diagram The overview of usage requirement of any system is very important and a use case diagram plays an important role as it can be used to present the system clearly to the top management. Use case diagram consists of several use cases and the actors. Several elements of use cases are as follows: Use Cases Use cases depict the sequence of actions or steps that are taken place in the system by several actors to achieve a goal. Margaret Rouse stated, “A use case contains all system activities that have significance to the users. A use case can be thought of as a collection of possible scenarios related to a particular goal.” In the case of RMO CSMS Marketing Subsystem, several different use cases include: * Add/update product information: This use case allows the users have the ability to add and update the information about different products. * Add/update accessory package: This use case allows users to add and update any accessory package. * Add/update promotion: This use case allows the users to be able to add and update the promotion. * Add/update business partner link: This use case allows the users to be able to add and update business partner links. Actors Actors interact with the system and these can be external system, any organization, or any individual. These can be represented as a stick figure. In case of RMO CSMS Marketing Subsystem, several different...
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...apply for a particular job vacancy or not. It helps recruiting team of an organization understand what level of qualifications, qualities and set of characteristics should be present in a candidate to make him or her eligible for the job opening. Job Specification gives detailed information about any job including job responsibilities, desired technical and physical skills, conversational ability and much more. It helps in selecting the most appropriate candidate for a particular job. Finance director *Job Description Working alongside a businesses’ MD or CEO, the Finance Director will not only be an exceptional accountant, hands on with company finances but be commercially aware, advising on the best path of growth for the business. *Job Specification President Job Description • Oversee all...
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