Role of a Marketer
The marketer plays four roles as follows
i. Instigator
As an instigator, marketer keenly watches the
developments taking place in the market and identifies marketing opportunities
emerging in the ever changing market. He/she puts in place appropriate
marketing mix to capitalize the opportunity. In such a case, marketer plays as
an instigator and leads the business toward new directions.
ii. Innovator
Marketer seeks to distinguish his products/
services by adding additional features or functionalities to the existing
product, modifying the pricing structure, introducing new delivery pattern,
creating new business models, introducing change in production process and so
on.
iii. Integrator
Marketer plays a role of integrator in the sense
that he collects feedback or vital inputs from channel members and consumers
and provides products/service solutions to customers/consumers by co-ordinating
multiple functions of organisation.
iv. Implementer
Marketer plays a role of implementer when he/she
actually converts marketing opportunities into marketable product with the help
of several functional teams put in place in the organisation.
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