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.