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marketing manager

The generic title for the line executive responsible for designated marketing functions (such as marketing research, product planning and market planning, pricing, distribution, the promotion mix, and customer services) and for coordinating with other departments that perform marketing related activities (such as packaging, warehousing, order filling, shipping, design of new and improved products, credit, billing, collections, accounting, legal, transportation, purchasing, prod-uct repair, warranty fulfillment, and technical assistance to customers). The marketing manager may have an officer title (such as vice president of marketing) and usually reports to the chief executive officer in a functionally organized company or to the division manager (president) in a divisionalized company. Comment: The above definition describes the marketing manager with full responsibility for marketing. However, the title is sometimes used for jobs of lesser scope; for example, in a multiproduct division a manager may be in charge of a line of products or a business segment and report to the division marketing manager. Also, it is not uncommon for the sales and marketing functions to report separately to a common supervisor such as the division manager. In such a case the marketing manager may be in charge of marketing functions other than personal selling. This dichotomy most often occurs in industrial or consumer durable goods businesses in which personal selling is the key aspect of promotion.

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  • Part of Speech: noun
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  • Industry/Domain: Marketing
  • Category: Advertising
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