| Most companies who sell merchandise of any | | | | much existing inventory they wish to sell and |
| kind employ a marketing director, or | | | | how much of a profit margin they are willing |
| marketing manager as some companies call this | | | | to cut in order to clear inventory from the |
| position. It's a big job to sell any kind of | | | | sales floors. |
| merchandise to the public, including | | | | |
| services, so companies enlist the aid of a | | | | The marketing director is in a position to |
| marketing director who creates, coordinates, | | | | conduct research that will slow the company |
| and directs the advertising campaign of the | | | | what advertising campaigns will work with |
| company. Often the marketing director will | | | | their customer base. A marketing director |
| work with the advertising director to come up | | | | must know the target audience, what is |
| with a current campaign slogan or sales | | | | selling now, and what the company has to do |
| brochure, depending on the type of business. | | | | in order to meet their sales goals with the |
| | | | current advertising campaign. The marketing |
| It is not always the retail business that | | | | director knows it goes deeper than putting a |
| enlists a marketing director. In fact, many | | | | sales ad on television, radio, or in |
| other types of businesses also use marketing | | | | customer's mailboxes in order to make it |
| directors including credit card companies, | | | | work, and it is his job to know what will |
| which actually employ an entire marketing | | | | work and what won't. Following the |
| department in order to obtain new customers. | | | | competition to know what they are doing is |
| The type of marketing campaign that a company | | | | only one way of doing that, and a good |
| use is contingent upon the recommendations of | | | | marketing director along with his staff of |
| the marketing director, past experience, the | | | | marketing professionals will find the right |
| type of product or service they sell, and | | | | way to make their company's product or |
| what they hope to accomplish with that | | | | service outsell the competition. The |
| particular advertising campaign. For example, | | | | marketing director may indeed be one of the |
| a retail business may have a sale at the end | | | | most important employees a retail or |
| of each season in order to get rid of the | | | | wholesale merchandiser has because without |
| previous season's merchandise so they have | | | | him, the word on their products will not get |
| room for the next season. The strength of | | | | to the largest audience of potential |
| their campaign will be contingent upon how | | | | customers. |