Question

Topic: Other

Most Important Support Function In Marketing...

Posted by Anonymous on 8/1/2004 at 5:47 AM ET 29 Points
Hi Guys,

I have been thinking... and have realized that in the real world Marketing basically means being in a product management or brand management position. These two are quite similar, and are the only real 'line' function in marketing. They are assisted by other 'support' functions like Market research, advertisement, pr, customer service, etc.

My question has two parts to it:
1. Firstly am I correct to assume this, and
2. What then would be considered a vital or 'most important' support function?

As I am sure most of you will realize, I am trying to figure out ways of entering the main marketing 'line' function by being good in atleast one vital support function - if that's what it takes.

Thanks and best regards,

Imran.

P.S.: I realize that all support functions have their importance in the scheme of things, but I would like to know which support function will give me the optimum skills for being an excellent future brand manager? Thanks.
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RESPONSES

  • Posted by Blaine Wilkerson on 8/1/2004 at 8:31 AM Accepted
    I think all facets of marketing are utilized in the "real", daily functions. If you tend to have an affinity for product and brand development, perhaps this is what you should pursue. But don't think that your choince is the most important...the only "real" marketing position.

    Support functions to learn: Sales and Research. Hands down. They have 100% of my vote. You need to understand both in order to make your marketing campains a LOT smoother.

    I hope this helps!
  • Posted by telemoxie on 8/1/2004 at 1:54 PM Accepted
    Your question is about "real world" marketing - and so I would ask you to consider the following...

    If you calculate the total number of persons employed in the private sector, and divide it by the total number of businesses, you will discover that the "average" sized business is probably much, much smaller than you expect - and far too small for a full time brand manager, etc...

    ... yet these companies must perform marketing functions to survive - and so your comments may be true for a minority of businesses, but are not true for the overwhelming vast majority of businesses.

    I'm not saying you should pursue marketing work for small businesses - you can certainly make a higher salary or billing rate working for larger organizations. I'm just encouraging you to look at the big picture.



  • Posted by Peter (henna gaijin) on 8/1/2004 at 2:28 PM Accepted
    I teach part time at a Universitry and just taught a class where we were talking about line versus staff. I have also worked as a product manager for a B2B Fortune 500.

    I think it can best be summed up as to whether a position has strategic or tactical roles as to whether they are line or support. Product Management definitely has strategfic. But other marketing roles can have strategic roles if the company is set up that way and the people in the roles able to do it, but in general I think it is more likely that the other roles are tactical only. I can think of one of the women in MarCom at the Fortune 500 who was acting as product manager for some of the other products because she had the skills and the product managers didn't. Shame they didn't just make her a product manager.

    I disagree on your first statement (marketing primarily being brand or product managers). Strategic marketing may mostly involve these positions, but the tactical/support marketing functions are still marketing.

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