Focus on the Customer.
Marketers should spend time listening to their customers (and prospective customers) in order to understand their needs and wants regarding a particular product or service.
Monitor the Competition.
Learning about, and understanding the competitive landscape is also an important function of the Marketing Department. Marketers should be the “go to people” within an organization to answer the following types of questions: Who is the competition (both direct and indirect)? What do they communicate? Which customers do they serve? Why do customers choose the competitor?
Own the Brand.
The perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its “brand.” The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its customers. Furthermore, the Marketing Department is responsible for ensuring that messages and images are delivered consistently, by every member of the organization.
4) Find & Direct Outside Vendors.
Marketing needs to source and oversee a group of outside resources (“partners”) such as copywriters, graphic designers, web designers, database specialists, and printers so that a company can get best results from its marketing efforts.
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