How to MARKET a ROCK by Paul Rose

Author:Paul Rose [Rose, Paul]
Language: eng
Format: epub
ISBN: 9781783240135
Publisher: Wordzworth Publishing
Published: 2015-02-18T00:00:00+00:00

Under the generic term physical environment we need to look at aspects such as:

Retail environment own or other retailer operations

Premises

Uniforms

Branding of all materials including colour and design

All other aspects of tangible parts of the offering

Now all the components of marketing are

ready for you to use. It is time to look at

the case study to put it into practice.

CHAPTER FOUR

Who is The Marketer in Your Business?

It should be the owner, the CEO or whoever runs the business. But often it is delegated downwards to others who are so-called marketing professionals. These are people who have diplomas or degrees in the subject from a reputable tertiary place of learning such as a university. But don’t let a degree fool you – even an MBA.

There are four levels in the hierarchy of marketing from beginners or worker bees up to the CEO. So let’s examine them.

Administrators. These people handle the worker bee activities such as running the promotional activities, arranging for marketing materials to be produced and delivered to the right places, arranging every form of support for the sales team, providing collateral management and indeed keeping your website refreshed.

Operational staff. These people are involved less in the mundane, the day-to-day, but manage the administrators and plan basic strategy and tactical issues

Managers. These are the people who manage all aspects of the marketing plan as they have a strong hand in writing it in the first place and can see the bigger picture. So they are operational strategists to see that the plan is well executed.

The directors. Usually only one. Usually the CEO. He or she is the person who sets out the mission and vision of the organisation and has the power to direct the operation through its purpose and over-arching business strategies.

There are horses for courses. Make sure you pick the right ones and put them into your operation at the correct level.

Then make sure that everyone on the payroll becomes involved in the marketing through internal training and education. That way the organisation becomes a coordinated team delivering the same message to your customers at every contact point.

For those wishing to read more I am indebted to the work of Leigh Cowan detailed in his free download book The Four Faces of Marketing.

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