Marketing specialists. Who is a marketer in simple words? What are the requirements for the candidate, how much will they pay and what does he do. Marketer resume sample

Hello, friends and guests of my blog! Today I tried very hard to write for you a cool and comprehensive article on the topic, who is a marketer, what kind of profession is this, what are his responsibilities and how to become one. I am sure that you will like the result of my labors and thoughts!

Now let’s all imagine the picture together. A girl, let's call her Larisa, wakes up at 7 am and sleepily goes to the kitchen. There, she brews a cup of her favorite coffee. Her favorite morning ritual is to open the latest magazine that she always buys and read at least a couple of articles from it while drinking coffee.

Getting ready to go out, she puts on her makeup with her usual cosmetics, into which, however, some new product was able to break through. Before going out, the girl remembers that she forgot to spray on perfume, which makes her happy, from the bottle to the aroma.

While she gets to work, many billboards and advertising posters come into her field of vision. It seems that our heroine no longer notices their screaming calls to “buy me,” but they still get a place in her memory, and at the right moment they will “pop up.”

At lunch, Larisa and the other girls go to lunch. There are about 10 cafes nearby that offer business lunch at this time. Of these, they regularly visit one or two, they didn’t like others, but their colleagues like them.

Over lunch, the girls discuss the fitness centers they go to. One of them chose the small center closest to the house, the second preferred the one with a swimming pool and interesting additional services, the third took advantage of a good discount and chose a network complex...

We can continue this story further, but already in these half a day we see that marketing and advertising (and this is part of it) surrounds us everywhere. If we take Larisa, then here are the points of contact with marketing - she chose a certain brand of coffee among all the others, then a magazine.

By the way, maybe the picture of starting the morning with coffee and a magazine also came to her from the outside. Then there was the perfume, which makes her happy entirely along with its packaging.

At lunch, she and other girls also, for some reason, choose some cafes and ignore others (and the cost of their dishes may be the same). And as we see, the choice of fitness centers among her colleagues is very different and dictated by individual needs.

And behind the scenes of these ordinary elections is the work of marketers. What entrepreneur does not dream that the consumer, among others, gives preference to him?

This is where the success of his business lies, the possibility of its growth and development, and, ultimately, financial profit. And all this is very closely related to marketing, how successfully it is carried out in his company. Read on, the most interesting things are ahead for you!

So, we come close to the question, who is a marketer, and what role does he play in the company? Sometimes the work of marketers is mistakenly equated with advertising activities. This is a misconception, because advertising is only the tip of this diverse and complex area.

Marketing from English market has several meanings - market, sales, demand, trade. F. Kottler (marketing guru) uses this definition to describe the type of human activity aimed at satisfying needs and wants through exchange.

A marketer is one who researches the market, studies and predicts demand for goods/services, and forms it himself, creates new products, and promotes them on the market. This is a generalized understanding to give you a sense of the essence.

There are quite a few definitions and characteristics, and they are all correct, since marketing includes quite a few related disciplines and tasks, which ultimately affect its final result.

By the way, marketing begins long before you buy any product or service, and does not stop even after the purchase.

This professional activity dictates his requirements for specialist qualities:

• a lively sharp mind is required,
• ability to process large amounts of information,
• analytical skills and along with them creative/creative,
• ability to communicate with people, understand psychology,
• have stress resistance,
• and the desire to constantly learn and develop, keep your finger on the pulse and be flexible.

I agree, the list turned out to be quite large, and that’s not all! But the good news is that many of these skills can be developed, and it is very possible! If you dream of becoming a marketer, everything will work out, the main thing is your desire and movement towards the goal!

What kind of profession is a marketer?

Marketing as a profession in the modern sense arose not so long ago. Marketing began to be taught as an academic discipline in America in 1901. That is why this country is traditionally considered the birthplace of marketing.

And yet, Japan is considered the birthplace of practical marketing. In 1690 Mr. Mitsui opened the first general store, in which he focused on the interests of the buyer, and also provided guarantees for the product and regularly expanded his range.

And the first beginnings of this direction go back centuries and even millennia. The inscriptions, which are advertisements for services, date back to the era of Ancient Egypt. They were drawn on a piece of papyrus and offered to buy... a slave.

In Ancient Greece, the enterprising Minos offered his services and carved the appropriate inscription on a stone. It sounded something like this: “Here I live, Minos from the island of Cyprus, by the grace of the gods, endowed with the ability to interpret dreams for a very reasonable fee.” I can’t even believe that even before our era people already knew how to present their services in an interesting way.

In our country, since the 16th century, successful merchants used marketing techniques to attract and retain their customers - they gave free “samples” of their goods, or some trinkets for purchase, appreciated regular customers and wondered what was missing so that we could definitely bring it next time.

Our time is called the age of consumption. That’s right, every day we are offered many products, something new is constantly being invented, products appear that we could not even think of before, and plus the old ones are being modernized.

According to some estimates, more than $500 billion is spent annually on advertising worldwide. Not a bad budget, right? And someone even calculated how many commercials a person watches by the age of 65. Their number, for a minute, is about 2 million! It’s good that I practically don’t watch TV)) But even for people like me, there are dozens of other alternatives to get into my field of vision.

Advertising is now recognized as the most influential and significant art form. Of course, there is still a lot of mediocrity, but there are also real masterpieces that can be seen at the grandiose advertising festivals and events dedicated to this (for example, the night of advertising eaters).

I don’t have a professional education in marketing, but it’s very interesting to me, and plus, I worked in this field for some time. Therefore, I will give you my personal associative understanding of marketing. I am sure that for some, my images of why marketers are needed will also be useful!

So, who is the marketer through my eyes:

They are the eyes, ears, mouth, legs and hands of any entrepreneur who wants to be successful.

Eyes– he must see everything that is happening around him, how the world as a whole and in particular its potential clients (target audience) live. What are their needs, complaints, what lifestyle do they prefer, what are their habits, and so on.

Ears– to hear what the client really needs. It's one thing when they are created innovative products, the need for which is sometimes artificially inflated. But more often it happens differently.

IN modern conditions market saturation, when there are heaps of everything, it is necessary to first find that “painful” point with the client, which is not yet covered by anything, and offer an appropriate solution in the form of a product or service.

And even 25-30 years ago in our country, for example, it was enough to put something imported in bright packaging on store shelves - chocolates, chewing gum, yoghurts, etc., and people bought it with pleasure. Now such a moment is long in the past.

We choose among many other brands of units. And this is what our choice is based on, how much we are willing to pay, and what composition of the product is acceptable to us for that amount - all this is important for those who are bringing another similar product to the market.

It is clear that there are different segments of buyers - some are willing to pay more in the hope of getting a quality product, others cannot afford it and are looking for the optimal middle ground.

But the essence remains the same: a successful marketer needs to hear what is going on in the buyer’s head. The paradox is that people, even when participating in special surveys about a product, can think one thing, but say something completely different out loud. And here it is also very important for a specialist to competently carry out such work.

Here I also include work on the quality of the promoted product or service, the results of which can be learned through feedback from clients.

Mouth– sales of products. The product should not linger. This means conveying to buyers its value and the need for purchase. This includes what, how and where you need to say and do so that people understand what a great product or service you have and will certainly want to get it. Accordingly, all measures of promotion, advertising, creating promotions, flash mobs, unusual moves, bright solutions - everything is here.

Legs- this means going out into people, conducting research, surveys. I also include analytical work here, as well as collecting and working with information on competitors.

Fyodor Ovchinnikov, by the way, my fellow countryman, is a shining example of a talented marketer and successful businessman in one person. Before opening the first Dodo pizzeria in 2011 (now it is already a network, which you can join as a franchisee, has 180 pizzerias, and reached international level, including China, America and other countries) - he went to the metropolis and worked a little as an ordinary employee at McDonald’s, Papa John’s, Sbarro and Teremok.

Hands– “keep your finger on the pulse”, take specific actions, quickly respond to changing market conditions and requirements. It happens that a marketer will conduct research with interesting results or come up with cool ideas for promoting a company, but that’s where his fervor ends. This is not acceptable, it is better to bring to mind a few simpler ideas, but get results, than to come up with 100 brilliant ideas and not implement a single one.

Marketer responsibilities

Job responsibilities Marketing professionals can vary greatly depending on the specifics of the company and management’s understanding of what kind of profession it is. You already know who a marketer is, and you understand that this work hides several areas of work under its wing. So much for the differences in tasks and functions that are performed in this position in different companies.

• So, in one it is more analytical work with numbers and data (marketing analyst), tracking and forecasting sales levels, seasonal surges and declines.
• In others, this is more marketing and advertising activities for the creation and development of advertising offers, participation in exhibitions, and holding promotions.
• Thirdly, this is work on the brand - its creation and implementation on the market.
• Fourth, it's a little bit of everything.
• Fifthly, this is work on promoting the company on the Internet or preparing letters to clients via email distribution.
• In the sixth, the work will be focused on analyzing competitors and customer satisfaction, and so on.

It is clear that in large company There is usually a marketing department, and responsibilities among employees are divided into narrow areas. Where this is not possible, a generalist marketer is often required, or one more tailored to the current needs of the company (for example, only in analytics).

However, I will give a rough list of what this specialist does:

1. Market analysis (specifics, downturns and upswings, capacity, development prospects, etc.)
2. Analysis of the company’s success (reasons for fluctuations, turnover volume, profit, speed of product sales, etc.)
3. Forecasting demand for a product/service and its relevance.
4. Competitor analysis.
5. Revealing target audience and working with her.
6. Development and implementation marketing strategy enterprises.
7. Development of pricing policy (together with other specialists).
8. Formation of assortment (together with other specialists).
9. Development of a policy for stimulating clients, retaining old ones and attracting new ones. Creating a sales strategy and interaction with clients.
10. Analysis feedback from clients (including potential ones).
11. Research of consumer preferences.
12. Development and implementation of new products/services.
13. Work on the company brand.
14. Development of measures to promote the company on the market (including advertising activities and search for new sales channels).
15. Participation in exhibitions and inter-industry events.
16. Development of recommendations for improving the current characteristics of goods/services, adding new/related areas if necessary.
17. Formation of demand.
18. Calculation of the necessary budget for promoting the company and current marketing activities.
19. Reporting.

Internet marketer

What does an Internet marketer (sometimes also called a content marketer) do:

1. Promoting the company on the Internet
2. Carrying out promotions and events on the Internet.
3. Analysis of the effectiveness of advertising channels.
4. Web analytics of website traffic, and other indicators.
5. Increase in traffic.
6. Development technical assignments programmers, web designers, according to marketing tasks and SEO optimization.
7. Website optimization (in terms of improving behavioral factors).
8. SEO website analysis (but without getting into the programming jungle).
9. Work on representing the company in social networks, communities, forums, video platforms.
10. Settings advertising companies(Yandex Direct, etc.) and analysis of their effectiveness.
11. Preparation email newsletters by customer base.
12. Expansion of the customer base and its segmentation.
13. Working with the target audience.

This specialist can work remotely.

Marketing Analyst

What a marketing analyst should usually do:

• Conduct market analysis.
• Process the necessary data and summarize it into reports and presentations.
• Participates in pricing, calculates break-even and profit levels.
• Analyzes product turnover.

In general, such a specialist works with large volumes of information; it is important for him to process both internal and external statistical data in a timely and correct manner. The main skill here is to be able to read “between the numbers” and interpret them professionally.

There are more marketing manager, usually this is an advanced account manager. That is, in addition to its functions of selling and interacting with clients, it can study competitors and develop measures to attract new clients.

Economist marketer, even such specialization occurs. In general, there is also the collection and analysis of data, as well as more rational management of costs and profits, and the formation of enterprise reserves.

Advertising Marketer or a marketing and advertising manager - promotes the company using advertising tools, deals with media planning, and calculates its effectiveness, and develops information materials.

Brand manager – development and promotion of a brand so that it is recognizable and popular. This may include developing the name of the new brand, its packaging if it is a new product.

Marketing Research Manager– everything is already clear from the name. Must be able to competently compose a sample, select necessary forms for research (focus groups, questionnaires, etc.), conduct them and interpret the results.

Product Manager, he is also a product manager - in his activities he is responsible for the entire cycle from development to marketing of a specific brand/product among all the company’s products.

Trade (trade) marketer– carries out comprehensive measures to promote the brand to consumers, and also builds mutually beneficial relationships with dealers, partners and intermediaries.

Marketing assistant or assistant– performs routine routine work that does not require a high level of professionalism.

As you can see, there is different types this profession, from which you can choose the most suitable and interesting direction. And besides, you can choose an interesting area for yourself - it could be an enterprise, or a restaurant, or a consulting agency, or a startup - there are many possibilities for the device, and there is always a demand for a good marketer.

How to become a marketer

Now you know everything and a little more about who a marketer is. If I wake you up tonight with this question, you will be able to answer it without hesitation. And now it’s time to talk about how to become one! Are you ready? There is very little left.

Fortunately, now almost every university has faculties where you can receive an appropriate education and master the theoretical part of this fascinating profession. In addition, there are retraining courses, so, for example, people from related professions can improve their knowledge and move into this field.

And another opportunity in recent years is to receive education remotely, through online learning. I don’t know how high the quality is, but if you have a high degree of self-organization, then why not. As a result, this specialty requires knowledge, and not just a certificate stating that you studied.

And having reached this point in my article, you have seen for yourself that a marketer must know a lot. How to become a marketer from scratch? While you do not have practical experience, you can start your path and career as an intern in a large company or as a marketing assistant. For a beginner, this is not a bad option.

Doing routine work, and not yet carrying special responsibility over the entire cycle, you will be able to clearly see how everything is built and what it rests on. By soaking in this juice, you will learn practical techniques and gain skills that are not taught in courses, but which are important.

The salary will be less than that of the pros, but by combining such practice with study, by the end of it you can safely apply for a good position, possessing such theoretical and real knowledge.

How much does a marketer earn? His income varies greatly depending on the region, but in megacities it averages from 30-40,000 rubles per initial stage, and subsequently the amount can reach several thousand dollars. There is room for improvement!

Only in this case, remember about constant professional and personal development, learn new things, implement it (just don’t thoughtlessly, please), develop communication skills, memory, and speed of thinking.

Now you know who a marketer is, why he is needed, what role he plays, what job responsibilities there are and how to become one from scratch. I hope you found the article extremely useful. Share it with your friends via social networks and come visit me more often for the next portion of useful things!

Anastasia Smolinets was with you

A marketer specializes in studying the supply and demand market, organizing the promotion and sale of a particular company product. Every organization that is interested in increasing sales and its development, producing any services or goods, needs a specialist who studies the taste preferences of end consumers and knows how to build trusting relationships with them. The marketing profession occupies an important niche in market relations, and it has its pros and cons. A qualified specialist, with a competent approach and analysis, can significantly increase a company’s profit by increasing sales. Marketer – promising profession with the possibility career growth.

Where to get an education?

Nowadays, most universities offer the opportunity to study to become a marketer. Also, students who have received a degree in sociology or economics find work in the field of marketing. To be a specialist, you need to know the basis of economic and trade relations, sociology, history of production, psychological, legal sciences and statistics, have basic knowledge in the advertising field. A good marketer is familiar with office equipment, and knowledge of English is a plus in this profession.

While receiving an education in marketing, students study the following disciplines:

• trade management,
• organization management,
• sales planning and organization,
• innovations in marketing.
• online trading,
• essence of business planning,
• trade in industries,
• trade research,
• decision making methodology,
• and others.

Professional qualities

Every specialist working in the field of marketing must have certain professional qualities. Below is a description of the required personality characteristics.

• leadership qualities - for effective management for a large group of people a person must be an undoubted leader,
• have an analytical mind,
• processing ability large volume information,
• be erudite and have an “inquisitive” mind,
• have a good memory,
• have the ability to work hard,
• be sociable and be able to communicate with different kinds of people,
• be a good diplomat.

Any required quality a person can develop this in himself independently, just as he can get rid of any disadvantages.

Positive aspects of the profession

The main advantage of the marketing profession is its demand. A person who is sincerely interested in building a career as a marketer will always be able to find workplace to realize your professional ambitions and knowledge. Any company, from trading and manufacturing companies to advertising agencies, uses the services of these specialists.

The advantages of the profession do not end there. A marketer is a specialist who can provide his family with financial independence. Specialists receive an average salary of 50 thousand rubles, while a good marketer can significantly increase their monthly income subject to constant personal growth.

Another advantage of the profession is a good opportunity to build a career. Young professionals can find work as an assistant in a company, where they can gain experience for further advancement. At the same time, a certified marketer has the opportunity to choose suitable companies in various fields of activity.

Marketing departments now exist in any company interested in making a profit. Therefore, this is another plus in this profession, since there is a workplace for every marketer.

Negative aspects of the profession

Despite significant advantages, the profession also has its disadvantages. To be a professional in his field, a marketer needs to understand various areas, and for this he needs to study large quantity information. The downside is that large amounts of information will need to be absorbed every day. The market and consumer desires change from day to day, and to stay afloat, a specialist must monitor all these changes daily.

Most people are accustomed to a normal working day from 9-00 to 18-00, but if you choose the field of marketing, you will have to face the need to be at work almost 24 hours a day. This rhythm of life is also a disadvantage, since not everyone copes with it. However, if you love the work, then all these disadvantages cease to matter.

Marketing is a profession that requires a lot of responsibility, but this cannot be considered a disadvantage; rather, it is an opportunity to strengthen one’s character and develop attentiveness.

Where to find a job

Selling goods or services by a company makes a marketer in demand in almost any field. Here is a description of the areas of activity where a specialist can find a suitable vacancy.

1. Commodity production organization. The marketing department analyzes the market and the work of competitors, and offers the most profitable sales routes and offers. However, his responsibilities may vary depending on the scope of the organization for which he works.
2. Merchandising – work aimed at increasing sales by improving product visibility and recognition. It is important to indicate that the product is available to everyone. This work manifests itself in correct layout goods, carrying out promotions and placing information about the product in an accessible place.
3. Trade marketer is the most popular position in the marketing field. It is associated with an increase in the saleability of a product and an increase in its recognition.
4. Work in advertising agencies. One of the most interesting areas of marketing activity. A job for creative people who are willing to work hard and do it with love. Here, a specialist has a good opportunity for growth, both career and personal. The thing is that this industry is associated with large volumes of information, meeting new people, visiting various events and, plus, non-standard solutions to assigned problems.
5. Internet marketer. For a company to stay afloat, it is important to follow modern trends. Often, online advertising receives much greater returns than traditional advertising, while having lower budgets. Therefore, in order to be a professional in his field, a specialist must have a good understanding of Internet promotion trends.

Job responsibilities

The range of responsibilities of a specialist directly depends on the area in which he works. The main activity is analysis of the market and customer needs. Based on this, he already decides which product he will use. great demand and why. The marketer processes information in special programs, draws up charts, works with statistics, gives forecasts and recommendations.

An ordinary marketer has a wide range of responsibilities, which may include:

• control over the prices of goods sold,
• competitiveness assessment,
• analysis of the current market state,
• collecting information about competitors,
• determination of purchasing power,
• determining the direction of work in the market.

The responsibilities of a marketing economist include forecasting pricing and positioning of a specific product. A high-level marketer is able to work in the field of investing and drawing up business plans, offering the necessary recommendations after collecting information. At the level leadership positions The spheres of marketing and advertising are combined. Advertising itself gives “profit” only after careful analysis and subject to its display to the target and interested audience.

The advantage of working in this path is the opportunity to realize oneself in various fields, however, this can also become a disadvantage, since various job responsibilities require professionalism in all areas, which means that you will have to invest a lot of time and effort in order to have the necessary skills. However, you should understand that any profession has disadvantages, so you shouldn’t give up your career because of small disadvantages, especially if it still has more advantages.

The profession of a marketer will always be popular. Every year everything more businesses are moving into trade, for example, banks moved from the sphere of simple services to the sphere of sales. A highly qualified marketer can become a part of any company. Marketing, like any other profession, has pros that outweigh the cons.

Job responsibilities marketer(or marketing manager) depend on whether he will be responsible for the entire marketing and advertising policy of the company alone or in a team of analysts, advertising managers, etc. We offer sample job description marketer who is responsible for strategy as well as development corporate identity, sales promotion, etc.

Job description of a marketer
(Job description for a marketing manager)

I APPROVED
General manager
Last name I.O. ________________
"________"_____________ ____ G.

1. General provisions

1.1. A marketer belongs to the category of specialists.
1.2. A marketer is appointed to a position and dismissed by order of the general director.
1.3. The marketer reports directly to the CEO.
1.4. A person who meets the following requirements is appointed to the position of marketing specialist: higher vocational education in the specialty “Marketing” or higher professional education and additional training in the specialty, work experience in the relevant field for at least one year.
1.5. During the absence of a marketer, his rights and responsibilities are transferred to another official, as announced in the organization order.
1.6. A marketer must know:
- basics of marketing, its principles, objectives and methods marketing research;
- basic technological and design features, characteristics and consumer properties of the goods sold;
- methods for studying market conditions and developing forecasts of demand for goods sold;
- methods for studying the motivation of consumers’ attitudes towards goods;
- basics of management and budgeting.
1.7. A marketer is guided in his activities by:
- legislative acts of the Russian Federation;
- Charter of the organization, internal labor regulations, others regulations companies;
- orders and instructions from management;
- this job description.

2. Job responsibilities of a marketer

The marketer performs the following job responsibilities:
2.1. Performs work to study the main factors influencing the dynamics of consumer demand for goods, the relationship between supply and demand for similar types of goods.
2.2. Based on the results of marketing research, develops a general marketing strategy for the company.
2.3. Develops a marketing budget and manages allocated financial resources.
2.4. Conducts categorization and identifies priority groups of potential consumers to develop activities that contribute to expanding the sales market for goods.
2.5. Assesses the prospects for market development, the company’s prospects for developing and conquering a particular market segment; develops a market entry strategy.
2.6. Determines the required range of products, pricing policy for goods.
2.7. Develops proposals for the individualization of goods to transmit information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).
2.8. Determines commodity distribution channels - their types, characteristics, policies for creation and use; develops concepts for creating dealer and distribution networks.
2.9. Organizes the collection of information from consumers about satisfaction with goods, claims and complaints about goods; determines the forms and methods for eliminating deficiencies in claims and complaints received from consumers.
2.10. Maintains communication with the market through advertising, information services to inform consumers and promote products; organizes the development of a strategy for advertising events.
2.11. Develops measures to stimulate (both active - through a system of discounts, incentives, etc., and passive - through quality and product design, image policy) sales.
2.12. Prepares proposals for the formation of a corporate style of the enterprise and corporate design of advertising products.
2.13. Analyzes the effectiveness of marketing activities; monitors competitors' marketing campaigns, analyzes them, and makes adjustments to their own marketing activities.

3. Rights of a marketer

The marketer has the right:
3.1. Represent the interests of the enterprise in relations with government agencies, organs local government, third-party organizations on marketing sales of goods.
3.2. Request from structural divisions enterprise information and documents necessary to perform his official duties.
3.3. Interact with heads of all structural divisions on marketing issues.
3.4. Sign and endorse documents within your competence.
3.5. Submit proposals for improvement of work related to the responsibilities provided for in these instructions for consideration by management.
3.6. Demand from management trading enterprise ensuring organizational and technical conditions and execution of established documents necessary for the performance of official duties.

4. Marketer's responsibility

The marketer is responsible for:
4.1. For failure to perform and/or untimely, negligent performance of one’s official duties.
4.2. For failure to comply with current instructions, orders and regulations on maintaining trade secrets and confidential information.
4.3. For violation of internal labor regulations, labor discipline, safety and fire safety regulations.

Good afternoon Rimma Belyakina is in touch. Today we'll talk about this important profession as a marketer. Let's find out who he is, what his responsibilities are, how you can become a marketing pro from scratch, how much a remote marketer earns and much more. Don't go anywhere, it will be interesting.

How many words borrowed from other languages ​​have appeared in the Russian language! And how to understand them all and not get confused in all these “tradings”, “leasing”, “outsourcing”? How to figure out who a merchandiser, supervisor, promoter is?

Every time a foreign word comes up in everyday life, I remember our well-known politician (let’s do without naming), who in every election campaign promises to cleanse the Russian language of foreign garbage.

In the meantime, he is in search of the appropriate tool for large-scale cleaning (oh, I got carried away) - general cleaning, let's figure out who a marketer is, because this is also a borrowed word. And I hope you will like the description of the profession and my story about it, because I tried very hard, as always. And at the end, again, as always, I am waiting for your ratings, suggestions, comments. So let's begin.

Who is a marketer and what does he do?

Have you ever wondered why, for example, you drive a certain brand of car, have a new model phone, buy one type of tea, prefer to drink coffee of a certain brand, wear sneakers from a well-known company? Most likely, you have often seen them or heard about them in advertising, which means that we are talking about products promoted by advertising.

Today we can no longer imagine our lives without advertising. It’s everywhere: on television, radio, in magazines and newspapers, on billboards, in stores... It’s just some kind of dominance! And why all? Because it is part of marketing, if not the main one, then one of the fundamental ones.

The word marketing comes from the English “market”, which means “market” and involves the organization of activities in the process of creating and promoting a product or service.

The main tasks of marketing are researching demand, identifying and satisfying human needs.

Information about the needs of the client, the expected quality and the price that the consumer is willing to pay for a product or service is needed by every manufacturer and company that provides services to the public.

To “stay afloat”, manufacturers also need to monitor the state of affairs of competing firms: monitor the quality of their products and pricing policy. It is the marketer’s job to collect all this data, as well as think through the strategy and tactics for promoting goods and services in the consumer market.

Marketer is a specialist who studies supply and demand in the consumer market for goods and services, an expert in the sales of company products.

Functions of a marketer different companies determine their own. Some focus on advertising their product, promoting the brand, others are more focused on market analysis, studying market prices, while others devote all their efforts to distinguishing themselves from competitors. But everyone is united in one thing:

The main functions of a marketer are to ensure the most effective work of the company, increasing the efficiency of its activities in promoting the product in the consumer market.

Here the specialist, as they say, “has a free hand” and all means and methods are used. History knows many impressive, sometimes amazingly simple, but so effective, sometimes contradictory, and sometimes curious cases of marketing moves that brought dizzying profits to companies. Here are some examples. Assess the scope of the “flight of thought”.

Story 1. American company, which gave birth to the fast food industry, applied the principle of transparency to attract the population to eat the hamburgers they made - the food was prepared right in front of consumers - everything is clean, no deception.

To enhance the effect, a non-standard marketing ploy: hired people in white coats, who could be seen every now and then in line, strengthened the idea in the minds of the population about the cleanliness of the company, because even “doctors” bought hamburgers.

The company began to develop at a rapid pace, and for many years has been a leader in the consumer consumption industry.

Story 2. Alka-Seltzer, a company known for its effervescent hangover pills, doubled its revenue thanks to a simple trick: in an advertisement, they began to drop not one, but two tablets into a glass of water.

That's all. Truly everything ingenious is simple. Or here’s another – my favorite story.

Story 3. At the dawn of the formation of the profession, the owner of a certain Milanese window glazing company, to commemorate the anniversary of his company, gave all the local boys... a slingshot, and even with a note: “In gratitude for their cooperation.”

How do you like this marketing ploy? I remember the proverb: “In war, all means are fair!” How creative the job of a marketer can be, right?

Marketing – is this a modern profession?

In our country, the need for marketers in the broad sense of the profession arose in the 90s. With the transition to market economy appeared huge amount goods and manufacturers began to fight for consumers.

Specialists were needed to study the goods market, determine the needs of the population and the properties that a product must have in order to be bought, as well as propose ways to sell it.

The profession turned out to be in great demand and began to develop rapidly. In 1998, only 20% of domestic companies had their own marketing department, and already in 2001 - 60%.

However, in Europe, trading companies began to use the services of a marketer already in the 17th century. Merchants sent their clerks to cities and villages so that they could find out what the population needed and what goods they liked best. But there was no such name in those days.

What are the responsibilities of a marketer?

Marketing today is not only about creating a product and promoting it on the market, it is about identifying consumer values ​​and creating a system in which the process of purchasing a product or service would fully satisfy the basic values ​​of the consumer.

“Marketing is the art of creating true value for the consumer, the ability to help consumers live better lives.”

Philip Kotler (creator) modern school marketing)

The world is changing rapidly. The consumer has become more discerning, more demanding, and more sophisticated in their needs. He no longer needs coffee just as a drink to quickly recover from sleep in the morning, he needs pleasure; a dress is not just a piece of clothing, it is an image, a style, an image; A car is not only a means of transportation, it is speed, comfort, prestige.

Today, the so-called Marketing 3.0 system works in three directions:

1. Attracting a client.
2. Customer service.
3. Customer retention and return.

What should a specialist be able to do so that work in all these three areas is carried out at the proper level? A good marketer is a marketing analyst; his main responsibility, as noted earlier, is research and analysis of the market: what goods and services are presented, which ones are missing, at what price and who buys, why they buy, why they don’t buy.

Other responsibilities, depending on company priorities, may include:

• forecast and modeling of possible fluctuations in supply and demand;
• development of product promotion plans;
• organization and holding of events, advertising campaigns, shares;
• compiling a list of consumer goods;
• determining budget and pricing;
• managing the workflow of other marketing department specialists: advertising agents, designers, copywriters, etc.

What are the responsibilities of an Internet marketer, you ask. After all, we are here discussing the possibilities of working remotely. Yes, almost everything is the same, but only online.

An Internet marketer must:

1. Expand your customer base.
2. Monitor project work and prepare monthly reports.
3. Analyze resource traffic and work to promote the project.
4. Provide responses to incoming customer requests.
5. Develop plans and strategies for project development and ensure their implementation.
6. Ensure compliance with contracts.

Simply put, an Internet marketer, also known as a web marketer, is involved in managing online sales, attracting as many visitors as possible to the manufacturer’s website or trading company and developing strategies and methods for selling goods via the Internet.

Here, whatever tools can be invented will help him, because Internet technologies do not stand still! Here are just a few of them:

• selling site,
• one-page site Landing Page,
• SEO promotion,
• SMM promotion,
• advertising (targeting, teaser, banner, viral, native),
• email newsletter,
• messengers, etc.

Want to know more about it and how it all works? Here is a video about modern marketing tools.

What qualities will help you become a marketing professional?

Becoming a professional is not easy. You need to be an extraordinary person and combine a sufficient number of professional and personal qualities.

1. A marketer needs to have the makings of a psychologist, since the outcome of sales of the enterprise’s products depends on his ability to influence the buyer’s consciousness. He knows how color, packaging size, smells, font size, product position on the shelf, etc. affect the consumer, and he knows how to manipulate this.
2. He must have the desire, interest and desire to work with a large amount of new, primarily significant information: analytical data, sales data, results of consumer surveys, reports.
3. Creativity: the ability to come up with new ideas, non-standard moves.
4. Communication and good verbal skills: networking, negotiations/presentations, communication with clients, ability to persuade.
5. Good analytical and mathematical skills (ability to work with numbers, graphs, diagrams).
6. Humanitarian abilities (ability to work with texts).
7. Attention and concentration to engage in analytical activities.
8. Organization (the ability to plan work and clearly follow the intended goals).
9. Stress resistance, because you need to be prepared for large volumes of work and a rapidly changing market situation.

And the main quality, the presence of which is mandatory (and not only in the marketing profession, as I see it) and without which neither success nor advancement in terms of career growth is possible, is, no matter how trite, love for the business that you do. Do you agree?

Pros and cons of the profession

1. Demand. The prevalence of the marketing profession is increasingly scaling in the field of consumer demand. Business is growing. A person will always need something.
2. High salary. Internet marketers with high performance indicators can boast of large fees.
3. Opportunity for career growth. There is a chance to get a position immediately after graduation, since there is a high demand for competent specialists. At the start, however, you need to be prepared for the position of assistant marketer or assistant.
4. Interesting creative profession. There is an opportunity to show your talents and realize your ideas.

1. Low starting position without work experience and portfolio.
2. Along with the fact that this is creative work, it is also painstaking work (this is described above).
3. Great responsibility to company leaders. You always need to be “on guard”, “competitors do not sleep.”
4. Nervous work, although interesting. Great psychological stress - the amount of work is not bad.
5. Often irregular work schedules, again due to heavy workload.
6. Possible risks in remote work conditions: you can “run into” an unscrupulous employer; informal employment and, as a result, unpaid sick leave and vacation.

Here, as they say, “think for yourself, decide for yourself, to have or not to have,” that is, “to be or not to be.”

Where do they teach professions?

Training can be completed at higher educational institutions at the faculties of sociology or management in the areas of “Advertising and Public Relations”, “Marketing”, “Applied Methods of Sociological Research”. But, unfortunately, there are not many universities teaching in these areas.

However, this specialty can also be obtained in other educational institutions (colleges, technical schools), where courses and trainings are conducted. There are online universities that teach modern Internet professions.

If you wish, you can try to learn on your own; fortunately, there is plenty of material on this topic on the Internet. We'll have an article coming out soon with reviews of marketing courses.

How to find a job

As they say, “if there is a desire,” there are many options for finding a job:

• on job search sites, primarily: job.ru, rabota.ru, hh.ru, superjob.ru;
• on numerous;
• on social networks, having previously correctly and competently registered your account;
• through commercial offers with your resume sent directly to recruiters of companies where you would like to work;
• It has now become fashionable to use multifunctional instant messengers (Telegram, WhatsApp), and don’t forget to set up your profile correctly, starting with the status;
• on professional forums, where employers, like job seekers, also look.

As we know, there are no easy paths, and “the one who walks can master the road.”

How much does a marketer's work cost?

Depending on the regions and functions assigned by the company to the specialist, according to the research center of the Superjob.ru portal, wages varies from the lowest of 23,000 to the highest of 58,000 rubles.

The website Trud.com provides approximately similar statistics, where the average salary of a marketer is clearly visible - 30,000 rubles.

Your professional abilities, accompanied by a trump card in the form of a solid portfolio, your wealth of experience and an irresistible desire to work in the field of PR for the benefit of meeting human needs will be faithful companions in your search for employment.

Conclusion

What's the result? The realization that the marketing profession is the field of activity of creative, extraordinary individuals, but with a commercial streak, who are not afraid of difficulties, ready for development and professional growth. In this video you can learn even more about the profession of a marketer.

Do you recognize yourself in the description? Do you have a desire to occupy this niche? Then go ahead! And may good luck accompany you!

For now - bye. And yes, do not hesitate to rate the article “5 stars” if it was useful and interesting to you. I look forward to your comments.