Extract from term paper in advertising. Organization of work of marketing service at an enterprise that is modern
Advertising organization is a unit that is structural managing advertising functions. It establishes both the subordination additionally the duty when it comes to task. Each business selects individually the type of organization and management of advertising activities. This will depend from the type of ownership, how big is the enterprise, the character associated with production, the nature and characteristics regarding the market on which the company operates, the nomenclature and range regarding the items being manufactured, etc.
Forms of organizational management structures for advertising
There are currently five main kinds of organizational management structures for marketing:
- Practical – based on the performance of split units of various functions of marketing activities. Its benefit is simple administration, in the event that company focuses on a slim, little choice of services and products. The given structure becomes less effective as the product range increases. It becomes more complex to produce an idea for every product that is individual individual market, it becomes impractical to coordinate marketing activities generally speaking. Characteristic for small businesses with a small variety of items mass that is manufacturing.
- In accordance with the trademark – it really is typical for enterprises producing mass products (multi-assortment) with different manufacturing technologies. The deputy director of advertising is subordinated towards the division of advertising by commodity teams. Advantages – commodity administration coordinates the entire advertising mix among these products. More attentive to the difficulties that arise on the market, being attentive to the key and additional consignments of products. Drawbacks – the management system is more expensive.
- Geographic orientation – works in an industry having a region that is clearly marked in addition to with businesses working abroad.
- Segmental – centered on the needs that all advertising manager is responsible for working together with a particular part of consumers, aside from which market that is geographic portion is found. For instance, large writers have actually special devices that deal with adult materials, junior literature, textbooks for secondary and high schools. Each of these divisions is oriented towards its consumer and will act as a company that is independent. The objective of such a policy will be fulfill the requirements of its customers no worse than a company that serves only 1 portion.
- Commodity-regional orientation – effective for companies with diverse assortment, involved in a big quantity of areas. Work in the conditions of firm competition on the market of heavy engineering demanded a completely new way of the marketing policy for the enterprise.
Professional tasks regarding the experts of marketing divisions
Prior to the typical on marketing activities, the professional tasks for the specialists of advertising divisions and contracts are the following:
- performing advertising research and determining the market that is potential for traditional kinds of items; performing the factory profile of purchases; ensuring stable loading of production capacities associated with the enterprise;
- arranging and conducting work with the motion of products (acquiring applications from customers, opening questionnaires, drawing up agreements for the method of getting equipment, issuing orders for production, monitoring the shipment of equipment and payments);
- participation into the formation of costs for items associated with the enterprise;
- Organization of work on sales of products by direct contact with consumers, as well as through the operational system of resellers;
- preparation of tasks for development of advertising products, preparation and conducting of activities of marketing presentation character; participation in specialized exhibitions, fairs, essay writer site seminars, presentations (within the regions of production activities – profit centers).