How would a marketing manager for a corporate brand apply the four functions of the marketing management process to their role?
The marketing process consists of the strategy of segmenting, targeting, positioning and differentiating the product, service or brand. The function of the marketing manager in this process consists of:
- Analysis – scanning and understanding the business and competitive environment.
- Planning – developing marketing and strategic plans.
- Implementation – executing he plans
- Control- measuring, evaluating and rectifying the outcomes of the plans.
The role of the marketing manager is very diverse and requires that the individual be well versed in a number of methodologies, as well as keeping up to date on industry standards and best practices.