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What Marketer Do

In: Business and Management

Submitted By jmonssen
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What is a company’s best asset? Their product? Their CEO? Their sales assistants? No their best asset is their marketers. If a marketer is the company’s best asset then what is it they do exactly? A marketer’s job doesn’t have a set criteria list that states whether to making them a good marketer or not. What makes a good marketer is their skills in analysing, eye for details, research abilities & many more attributes.

Marketers spend a lot of time analysing not only their own brand but the competition. This allows them to compare brands to see who is leading the product race and the differences others have that are giving them a leading edge. Once data is collected it is the marketers’ job to analyse the results, from the results the marketer will come up with a sales campaign that will would either form a way to further promote or re-invent the product.

Within Byron Sharp’s publication Marketing: Theory, Evidence & Practice he states “While success or failure depends a great deal on luck, marketing strategy has a huge influence on a brand’s success or decline. There is much marketing knowledge that (if used wisely) can help grow brands.” An example of this is the Apple product the iPod. The iPod was hugely successful due not only to Apple’s marketing campaign but the way they saw the future within computer storing software of music formally known as iTunes. The iPod wasn’t the first portable music player but outsold the original Sony Walkman 5 to 1 in the first 10 years of sale as shown in figure 1.

figure 1.

Marketing has developed the concept ‘Marketing Mix’, the way it works is with the four P’s (Price, Product, Promotion & Place). This concept by Neil Borden of Harvard Business School allowed this strategy to produce longer marketing campaigns some of which based upon past experiences and experiments. Marketers are able to use this...

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