Page 1 of 2 New Food and Farming Ventures - Resource Manual Sept. 2003
Chapter 3 · Marketing
Managing the Marketing Function[1]
The marketing function is defined as activities needed to develop products and execute the pricing, promotion and placement of products in ways that result in sales. Options for managing the marketing function include performing it internally, outsourcing some of it, or outsourcing all of it. If the marketing function is performed in-house, it is critical the designated person possess the knowledge, skills, and time needed to effectively perform the job. The marketing function is too often allocated insufficient resources, which limits growth potential.
Outsourcing some or all of the activities involved in the marketing function can have an advantage in the form of added experience that would come with hiring others. However, additional expenses may make this option difficult, especially for new ventures.
Whatever option is selected, someone must oversee the marketing function. This person would be responsible for executing the pricing, promotion and placement of products in ways that make sales, either doing them alone or in combination with an out-sourced person or organization.
Another important need is to take an integrated approach - to think of all components together, from product packaging to promotion to pricing. Thus, the concept of integrated marketing refers to management of all aspects of marketing so a company’s selling strategy is communicated clearly and consistently. To do otherwise is detrimental to success in the marketplace. How is this achieved? Below are several steps to integrating marketing efforts.
q Decide Who You Are. Create a mission statement and determine what the company/product stands for. What makes you unique? What makes your products unique? Once determined, convey this information at every point of customer contact.
q Communicate. If you have different people handling different components of your marketing, make certain they interact. Provide updates and regular status reports to those involved including successes and problems.
q Have a Plan. A written plan that provides details on the activities involved in the marketing function makes good sense. It doesn’t have to be lengthy, but it should be written and adjusted periodically based on activities.
q Practice Relationship Marketing. Establish strong relationships with your customers. Identify, recognize and reward key customers. Remember that it is easier to generate additional sales from a current customer than it is to find and convert a new one.
q Build Loyalty with Your Customers. Why should customers buy your product and recommend it? Is there a system in place to recognize and reward purchases? Give them a reason to recommend your product.
q Educate at Every Opportunity. Consumers tend to buy what they know. Companies that take the time to educate and inform will reap the benefits of customer loyalty.
[1] Adapted from The Specialty Cheese Market. October 2001. Food Processing Center, University of Nebraska-Lincoln (http://www.foodmap.unl.edu/report_files/The_Specialty_Cheese_Market.pdf)