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What is marketing?
There are many definitions of marketing, varying from the simple to the complex, and with many contradictions. For example, some schools of thought place marketing under the broader umbrella of ‘Communications’, whilst others would have a sub-discipline of communication within marketing.
Here are some definitions of marketing:
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”. (Chartered Institute of Marketing)
“the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.” (American Marketing Association)
“Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment, through the creations, distribution, promotion and pricing of goods, services and ideas” (The Marketing Association of Australia and New Zealand)
Whilst different, these definitions all highlight and dispense with a common misconception about marketing; in other words that it is more than simply ‘advertising’, it also involves the process of ascertaining market requirements, creating or developing products to service these requirements and so on.
What does a marketer do?
What a marketing job will actually involve will vary from role to role, depending on the organisation in question and its approach to business.
In a smaller business, it is not unusual for there to be one standalone marketing manager. Their role will encompass all aspects of the marketing process; market and competitor research and/or insight, new product development, marketing communications, PR, brand management, trade marketing, events and so on. Often in this situation, the marketing manager will work with external agencies; for example they may devise a PR strategy and then outsource the implementation of this to a PR agency.
In a larger organisation, it is likely that there will be a Head of Marketing, Marketing Director or Marketing Manager who will oversee the business’s marketing function. They will have marketing executives or assistants reporting into them, and these marketing executives or assistants will effectively involve themselves in the ‘doing’ whilst the more senior members of the team in the overall thinking and strategy.
In a corporation, it is possible that there will be a Marketing Director or Head of Marketing who has overall responsibility for the department, yet they will be supported by separate teams, for example, brand management, category management, innovation, new product development, PR and events. Each of these departments will focus on the specifics of their task whilst the Marketing Director will ensure consistency and drive effective delivery of projects.
How much do marketers earn?
The table below shows average salaries taken from our Marketing Recruitment Review and Salary Survey 2016 for the different levels of marketing jobs.
This table shows the average salary for Marketing Managers and Marketing Executives across different industry sectors.
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