marketing standard operating procedures _ ehow

9/18/2014 Marketing Standard Operating Procedures | eHow

http://www.ehow.com/info_8440743_marketing-standard-operating-procedures.html 1/4

eHow Business Marketing & PR Marketing Strategies Marketing Standard Operating Procedures

How to Create SOP Manuals How to Prepare Standard OperatingProcedures

BudgetingMarketing operating procedures for budgeting are fairly standardin most industries. Marketing directors usually meet with otherdepartments, such as research and development, to discussupcoming projects. These projects are then scheduled for theupcoming year. Subsequently, marketing directors determine whatresources they need to complete the projects and obtain theassociated costs. For example, a marketing department may needto advertise its products or services and conduct consumerresearch throughout the year. The marketing director will need toinclude all the costs for advertising and research, then lists all costsin his or her budget. Budgets are not always set in stone, however,according to the Small Business Administration. Occasionally,marketing directors need to add new projects to accommodatechanging business conditions. Therefore, marketing directorssometimes add an extra buffer, such as 10 or 15 percent, to theirbudgets to account for new project requests.

Project ManagementProject management is fairly standard among marketingprofessionals. Marketing directors or managers usually breakprojects into various tasks. Subsequently, these tasks are assignedto specific individuals. The individuals who are spearheadingspecific marketing projects will need to estimate how long theprojects will take. Subsequently, they will estimate a realistic timeframe for completing the projects, then communicate thesedeadlines to the stakeholders who have requested the projects.

Marketing Standard OperatingProcedures

Many companies have certain procedures for completingmarketing projects and activities. These marketing proceduresmay vary somewhat at different companies, but the generalframework around which marketing activities are executed isfairly standard. All marketing directors or managers executecertain product, advertising, pricing and distribution strategies.Upper management may even communicate specific steps forimplementing these strategies or procedures in company manuals.

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Often, marketing professionals use project logs to track the progress of projects. Project logsare usually developed on computers and are used to track when certain tasks are completed.

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Product IntroductionsThere are also certain standard operating procedures for product introductions, anothermarketing function. Product introductions start with the generation of several ideas orconcepts, according to Knowthis, an online business reference site. These ideas are thenpared down to several workable product ideas. Subsequently, the ideas need to be testedamong consumers. Most marketing professionals will start out with focus groups to betterrefine their product concept, including brand names, features, sizes and dimensions.Afterwards, a company may test a product concept through additional marketing researchsuch as phone surveys. The product will eventually be introduced on a limited basis.Companies may later expand distribution on a regional or national basis.

Pricing StrategiesMarketing departments are usually responsible for setting prices for products or services.There are several ways to set prices. However, the price of a product is usually based onconsumer demand. In other words, consumers will only pay so much for a product. Orderswill drop off substantially if a company exceeds an acceptable price range. A company'sprofits may suffer if the price is not high enough. Marketing professionals take several otherkey considerations into account when setting prices. They must set a price high enough forthe company to earn a profit. Therefore, marketers will calculate costs that go into producinga product when setting a price. They must also factor in costs for advertising, labor andshipping. Companies often price their products or services in line with competitors.

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ReferencesASAE: Creating a Centralized Marketing Department; Connie Paradise; April 2009

University of Alaska Fairbanks: Project Manager Responsibilities

SBA.gov: Developing a Marketing Plan

Knowthis.com: Product Development Steps

Net MBA: Pricing Strategy

Quick MBA: Marketing Research

Photo Credit Jupiterimages/Pixland/Getty Images

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