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