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A marketing team has to fulfill three or four vital functions. The first and foremost is the line function consisting of the sales team for actual selling of the products or services of the company. They do the legwork going about meeting people, actual users and finding out their reactions about the company's product. It is also their function to regularly visit distributors, dealers, stockist, and retail outlets, to have a regular check on the supply line to them so that there is no complaint about the product at the end of the line which is the retail outlet. They are also responsible for collecting payments due to company from main distributors and also ensuring that retailers do not overcharge or create a shortage for company's products.

The main marketing team works from the central office of the company coordinating all activities relating to functioning of the sales team and taking appropriate action on the feedback they get from the field. Advertising the company's products on a regular basis through all channels is important. The contents will have to be made ready in conjunction with either company's advertising division or an outside agency.

The marketing team is responsible for maintaining the supply chain without any hassles and interacting with manufacturing and development for maintaining and or improving quality. The marketing team puts in place the distribution network that takes care of field operation.

The head of the marketing division has to take into account the competition in the market and advice the management suitably in the matter of improving quality, reducing price levels, incentives for the various operators in the distribution network. However, the head cannot remain satisfied with the performance of the team with the ongoing operations only. That means the company will remain stagnant without going forward.

A good market search team should be formed with the specific purpose of keeping in touch with consumer tastes for various products that the company is not producing now. Full information on the market potential on these products as well as competitor's products such as type of consumers, price levels etc has to be gathered to be made available to the management along with extra expenses involved.

It goes without saying that every department operates within the limits of the budget allocations made in the year beginning subject to mid-term revisions. The head of the marketing team has to ensure that the budget he puts up to the management is realistic and once approved should exercise full control over the expenses to avoid overshooting the budget. This is expected of a good marketing team.

Claire Jefferies is writing on behalf of the Cascade Group, who offer colour printing London and London printing companies

By Claire M Jefferies
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