2.
What are the tasks of a manager in marketing?
Answer: - Analysing situation, planning activities and implementing them. During and after implement, control
- Company’s policy: strategy and tactics
• Strategy: long term plan, defining marketing goals for the coming 2 – 5 years and how to realize them. Based on assumptions, estimates and scenarios. Must be in line with the corporate strategy
o Broad in scope
o Focus overall
o Top management objectives
o Basis tactical planning
• Short-/annual plan: describe tactics, operational level. For all product-market combinations, into detail because based on facts.