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1. General Provisions

1.1. The marketing department, being an independent structural subdivision of the enterprise, is created and liquidated by order of [name of the position of the head of the enterprise].

1.2. The department reports directly to [name of the position of the head of the enterprise].

1.3. The department is headed by a chief appointed to the position by order of [name of the position of the head of the enterprise].

1.4. The Head of Marketing has [insert as appropriate] Deputy(s) whose duties are determined by the Head of the Department.

1.5. Deputy head(s) of the department and heads of structural divisions (bureaus, sectors, etc.) as part of the marketing department, other employees of the department are appointed to positions and dismissed from positions by order of [name of the position of the head of the enterprise] on the proposal of the head of the marketing department.

1.6. In its activities, the department is guided by:

the Charter of the enterprise;

By this provision;

Legislation Russian Federation;

1.7. [Enter as required].

2. Structure

2.1. The structure and staffing of the department is approved by the [name of the position of the head of the enterprise], based on the specific conditions and characteristics of the enterprise's activities, on the proposal of the head of the marketing department and in agreement with the [HR department, department of organization and remuneration].

2.2. The marketing department may include structural units (services, bureaus, groups, sectors, etc.).

For example: a bureau (sector, group) for studying the market and demand, a bureau (sector, group) for planning, a bureau (sector, group) for sales promotion, a bureau (sector, group) for operational management.

2.3. Regulations on the subdivisions of the marketing department (bureaus, sectors, groups, etc.) are approved by the head of the marketing department, and the distribution of duties between the employees of the subdivisions is carried out by [heads of the bureau, sectors, groups; deputy head(s) of the department].

2.4. [Enter as required].

3. Tasks

The Marketing Department is responsible for the following tasks:

3.1. Development marketing strategy.

3.2. Development of an enterprise development strategy.

3.3. Analysis of the position of the enterprise in the market, its financial and economic activities and the effectiveness of enterprise management.

3.4. Identification of key internal and external problems of the enterprise and development of optimal ways to solve them.

3.5. Analysis of consumer properties of products manufactured (sold) by the enterprise and the requirements imposed on it by buyers.

3.6. Study of existing distribution networks and supply systems.

3.8. Organization of after-sales service for products.

3.9. [Enter as required].

4. Functions

The marketing department performs the following functions:

4.1. Organization of the process marketing research, which includes the following operations:

Identification of the problem associated with the sale of products;

Obtaining primary information (external and internal);

Analysis of secondary information (external and internal);

Analysis of data characterizing the market of the considered type of product;

Using the results of marketing research;

- [fill in as needed].

4.2. Search and systematization of information about:

indicators economic development industries and regions, directions public policy, which determines the production and marketing of manufactured products and consumed types of raw materials;

The current level of domestic production, the volume of imports and exports of similar manufactured products and consumed raw materials, as well as the production and imports of substitute products;

Consumers and market segmentation;

The main characteristics of the market for each of its segments (elasticity of prevailing prices, potential and real market capacity, its saturation);

Geographical distribution of the product, its export markets;

- [fill in as needed].

4.3. Collection of information about competitors in the following areas:

Sales volumes in general and by market segments;

Total market share;

Goals and behavior in the market;

Self-esteem;

- [fill in as needed].

4.4. Identification of strengths and weaknesses competitors in:

The quality of manufactured products;

pricing policy;

promotion of goods;

Sales policy;

after-sales service;

Forms of settlements;

- [fill in as needed].

4.5. Determination of the level of competition in the product sector of manufactured products (pressure through substitute products, the ability of buyers and suppliers to come to an agreement).

4.6. Drawing up, based on the results of marketing research, optimistic, pessimistic and weighted average forecasts for the development of the market, which determine the phases and duration of the life cycle for each type of product manufactured by the enterprise, and also provide an assessment of the potential risks of the enterprise.

4.7. Conducting an analysis of existing distribution networks for products, which includes:

Analysis of the effectiveness of the existing sales strategy;

Analysis of the effectiveness of the use of various distribution channels (direct links, retail, exchange or auction sale, distribution and dealer sales scheme, etc.), including export;

- [fill in as needed].

4.8. Conducting an analysis of the existing supply chain, which includes:

Analysis of the effectiveness of the existing supply strategy;

Analysis of the effectiveness of the use of various supply channels (direct connections, through the exchange network, through intermediaries, etc.), including imports;

Analysis of the development of the market for consumed types of products;

Identification of more efficient suppliers;

- [fill in as needed].

4.9. Holding economic analysis product range, which includes:

Analysis existing organization production processes, supply and marketing for each type of product;

Analysis of production efficiency indicators for each type of manufactured product, including on the basis of determining direct costs, as well as the costs of organizing supply and marketing, the structure of production and marketing costs, including in the context of fixed and variable costs;

Preparation of proposals for optimizing the range of products, taking into account the requirements of product certification, as well as antitrust laws;

- [fill in as needed].

4.10. Conducting an analysis financial condition enterprise and the effectiveness of financial management, which includes:

Analysis of costs, their structure and dynamics;

Analysis of proceeds from the sale of products, profits (including non-operating profits and losses), profitability;

Analysis of the correlation between the growth rates of the physical volume of production, the growth of wages and proceeds from the sale of products, stocks, their structure and dynamics;

Performance analysis pricing policy;

Analysis of accounts payable and receivable of the enterprise, identification of bad debts;

- [fill in as needed].

4.11. Conducting an analysis of the effectiveness of the existing organizational structure enterprise and its compliance with the activities of the enterprise.

4.12. Identification of the strengths and weaknesses of the enterprise relative to its competitors in the following areas:

Marketing (market activity of the enterprise, pricing policy, product promotion, sales organization, the level of effective demand, the availability of export products, etc.);

Production (state and level of use of existing capacities, productivity, technological structure, availability of suppliers that produce products that are affordable and acceptable in quality, etc.);

R&D (research activities, "know-how", patents, licenses, etc.), new developments, issued by patents, copyright certificates, etc.;

Finance (capital and its structure, indicators of profitability, liquidity, stability, turnover, etc.), the state of settlements and payments;

Personnel composition (professional and qualification composition of employees of the enterprise, motivation for labor activity, team relationships, social partnership, social benefits, allowances, etc.);

Management and organization (organizational structure of the enterprise, information flows, planning and control, financial management etc.); the presence and scale of non-productive activities (objects of socio-cultural and household purposes and housing and communal services, etc.);

- [fill in as needed].

4.13. Identification of key internal and external problems for the enterprise.

4.14. Creation of conditions and programs for the transition of enterprise management from a reactive form (adoption management decisions as a reaction to current problems) to a form of management based on analysis and forecasts.

4.15. Development of proposals for the efficient distribution and use of all resources - material, financial, labor and technology.

4.16. Development of an enterprise development strategy based on forecasts for the development of markets for manufactured products, assessment of potential risks, an analysis of the financial and economic condition and efficiency of enterprise management, as well as an analysis of the strengths and weaknesses of the enterprise.

4.17. Drawing up a list of activities necessary for the formation of an enterprise behavior strategy in the market, taking into account the following parameters;

The region or territory to which the sale of products is directed, the degree of geographical differentiation of this sale;

Market share to be taken;

The group of consumers to which the sale of products is directed;

Communication "product-market" as the basis of the concept of marketing (the choice between differential and niche marketing);

Basic pricing strategy (cost leadership, differentiation, niches, etc.);

Type of enterprise activity strategy (competition strategy, market expansion strategy, etc.);

Qualification and practical experience personnel necessary for successful competition;

Possibility of cooperation with other enterprises and organizations;

- [fill in as needed].

4.18. Determination, in accordance with the chosen strategy of enterprise behavior, of an interconnected system consisting of:

Supply and marketing policy: choice of marketing strategy and tactics throughout from the appearance of products to their sale, after-sales service; monitoring of operational information about the market; transition to direct deliveries of products; creation of a sales network;

Production-technological and innovation policy; minimization of production costs; bringing the quality of products in line with the needs of consumers; creation of an optimal system for providing services; increasing competitiveness based on the improvement of manufactured products and existing production technology; creation of fundamentally new products and industries;

Pricing policy: setting prices for the company's products within the framework of its marketing management policy in order to achieve the most profitable sales volumes, average production costs and the highest possible level of profit;

Financial policy: analysis and planning of cash flows; choice of a strategy for attracting external resources (loans, issuing form of capital attraction); management of receivables and payables; development of accounting and tax policies; cost control and management;

Investment policy: determination of the total investment of the enterprise; identify ways rational use savings, a combination of various sources of financing; programs to attract borrowed funds;

Personnel policy: formation of ideology and principles personnel work; planning, attraction, selection and release of employees; organization of work and personnel management; advanced training and training of employees of the enterprise; introduction of a system to stimulate their activities; development of social partnership.

4.19. Coordination of programs of measures to reduce costs, energy and material consumption of products, its certification, solving environmental problems.

4.20. Determining the needs of consumers in products manufactured by the enterprise, as well as products manufactured by competitors; the likelihood of new customers appearing; solvency of consumers and their compulsion in payments.

4.21. Coordination of the activities of all functional units for the collection and analysis of commercial and economic information, the creation of a data bank for marketing the company's products (supply requests, production contracts, availability of stocks, market capacity, etc.).

4.22. Identification of consumer needs for new types of products.

4.23. Participation in the development of proposals and recommendations for changing the technical, economic and other characteristics of products in order to improve their consumer qualities.

4.24. Organization of the development of a strategy for conducting promotional activities in the media mass media with the help of outdoor, illuminated, electronic, postal advertising, advertising on transport.

4.25. Organization of participation of the enterprise in regional, all-Russian, international exhibitions, fairs, sales exhibitions, which includes the following stages:

Collection of information about planned exhibitions, fairs, trade shows;

Participation cost analysis;

Preparation necessary materials, documents for applications for participation in exhibitions;

Selection of product samples for presentation to consumers;

Planning activities to offer goods to customers (display, demonstration, provision of advertising materials (posters, brochures, booklets, posters, etc.), design of exhibition pavilions, location indicators for company representatives, etc.);

- [fill in as needed].

4.26. Preparation of proposals for the formation corporate identity enterprises.

4.27. Development of proposals to improve the efficiency and quality of after-sales service for products. Work management service centers for warranty service and repair of the company's products, preparation of proposals for technically sound planning and production of spare parts (in terms of quantity and range).

4.28. [Enter as required].

5. Rights

The marketing department has the right:

5.1. Give instructions to the structural divisions of the enterprise on issues related to the competence of the department and arising from the functions listed in this regulation.

5.2. Demand and receive from the structural divisions of the enterprise the materials necessary for the implementation of the activities of the department.

5.3. Conduct correspondence on issues within the competence of the department and not requiring coordination with the head of the enterprise.

5.4. Represent in in due course on behalf of the enterprise on issues within the competence of the department in relations with state and municipal organizations, as well as other enterprises, organizations, institutions.

5.5. In agreement with [name of the position of the head of the enterprise] or his deputy for commercial issues, involve experts and specialists in the field of marketing for consultations, preparation of conclusions, recommendations and proposals.

5.6. Make proposals to the management of the enterprise on bringing the employees of the enterprise to material and disciplinary responsibility based on the results of inspections;

5.7. Make proposals to the personnel department and the management of the enterprise on the movement of employees of the department, their encouragement for successful work, as well as proposals to impose penalties on employees who violate labor discipline.

5.9. Participate in conferences, meetings on marketing issues.

5.10. The head of the marketing department approves all documents related to the activities of the department (plans, contracts, reports, estimates, certificates, etc.).

5.11. [Enter as required].

6. Relationships (service relations) **

To perform the functions and exercise the rights provided for by this regulation, the marketing department interacts:

6.1. With the main accounting department for:

Receiving:

Accounting data on the movement, sales, stocks of products;

Results of the inventory of material and technical resources;

Standards for hospitality, travel and advertising expenses;

- [fill in as needed].

Provisions:

Reports on the costs incurred for marketing research;

Calculations of costs for after-sales service of products;

Information about prices for material and technical resources from suppliers, tariffs for transportation services, promotional events;

- [fill in as needed].

6.2. WITH finance department for questions:

Receiving:

Agreed cost estimates for demand generation and sales promotion with financial justifications;

Analysis of costs incurred per month (quarter, year);

Information about accounts payable and receivable;

- [fill in as needed].

Provisions:

Generalized data on the demand for the products manufactured by the enterprise;

Marketing plans;

Estimated costs for the formation of demand and sales promotion, conducting advertising campaigns, participation in exhibitions, fairs, exhibitions and sales;

- [fill in as needed].

6.3. With the planning and economic department on:

Receiving:

Plans for the production of products (performance of work, provision of services) for a month, quarter, year;

Changes in production plans for individual items of the commodity nomenclature, made on the basis of marketing research;

Projects of wholesale and retail prices for products (tariffs for works and services) for carrying out marketing analysis;

- [fill in as needed].

Provisions:

Generalized information on the demand for products manufactured by the enterprise (work performed, services rendered), including for individual items of the nomenclature;

Information about competitive environment on issues of pricing policy, turnover volumes, competitiveness, speed of product sales;

Information about the state of the market for goods (works, services);

Data necessary for the formation of the commodity nomenclature of the enterprise;

Proposals for changing prices for certain types products due to changes in demand;

- [fill in as needed].

6.4. With the departments of the chief technologist on:

Receiving:

Applications to search for information about a competitive product;

Inquiries about the conjuncture of production technologies;

Information about the scientific and technical capabilities of the enterprise;

Conclusions on samples of competitive products;

Conclusions on the possibility of introducing the production technology proposed by the product marketing department;

- [fill in as needed].

Provisions:

Data on consumer demand for manufactured products;

Information about competitive products;

Technology development proposals new products;

Proposals for product design;

Documents and materials for participation in exhibitions, fairs;

Information about new technological developments;

- [fill in as needed].

6.5. With the quality control department for:

Receiving:

Information about defects in manufactured products;

Information about technological changes in products;

Information about measures to improve product quality;

Reports on checking samples of products manufactured by competing enterprises;

- [fill in as needed].

Information about the discrepancy between the declared quality of products during the warranty period;

Acts of external acceptance by counterparties;

Representations on the statement or withdrawal from the warranty service of certain types of products;

Information from the after-sales and warranty service about product deficiencies identified in the course of its use or operation;

- [fill in as needed].

6.6. With the production and dispatching department on:

Receiving:

Production plans and production schedules;

Information about the norms of backlogs at sites and in workshops and their observance;

Information about violations of the course production process and the reasons that caused them;

- [fill in as needed].

Provisions:

Data on claims made to product quality;

- [fill in as needed].

6.7. With the transport department for:

Receiving:

Operational, monthly, quarterly and annual schedules transportation products manufactured by the enterprise and its transfer to customers, as well as the delivery of material and technical resources from suppliers;

transport routes;

Calculations of transport costs for delivery;

Information about the routes and terms of delivery of products to buyers by competing enterprises;

- [fill in as needed].

Provisions:

Proposals for changing delivery routes;

Proposals for changing loading and unloading schedules;

Information about the wishes of buyers and suppliers regarding changes in delivery and shipment schedules;

Applications for allocation Vehicle for the transportation of products, promotional materials, equipment for participation in exhibitions, fairs;

Data on the development of new types of loading and unloading facilities, the introduction of which will reduce downtime during the loading and unloading of vehicles;

- [fill in as needed].

6.8. With the logistics department on:

Receiving:

Information on concluded contracts for the supply of material and technical resources;

Reports of the quality control department, chief technologist, production units on the quality of material and technical resources;

- [fill in as needed].

Provisions:

Generalized information about suppliers of materials, raw materials and semi-finished products required by the enterprise;

Information about prices for the required material and technical resources of various suppliers, procurement organizations;

Information about the emergence of new types of materials, raw materials, semi-finished products, components with the application specifications;

Information about the demand for material and technical resources, its possible fluctuations and their causes;

Information about major suppliers (estimated and actual volumes of turnover, stability in the commodity market, etc.);

- [fill in as needed].

6.9. With the sales department for:

Receiving:

Information about concluded supply contracts;

Sales plans for the month, quarter, year;

Reports on the implementation of product sales plans;

Applications for marketing analysis of wholesale and retail prices for products sold;

Reviews of counterparties for the supplied products;

Documents required for registration of participation in exhibitions, fairs;

- [fill in as needed].

Provisions:

Generalized information about the demand for products manufactured by the enterprise, including for individual items of the nomenclature and about the factors that determine it;

Information about the competitive environment on pricing policy, turnover volumes, competitiveness, speed of product sales;

Information about the state of the commodity market;

Information about large buyers of products (estimated and actual volumes of turnover, financial capacity, stability in the commodity market, etc.);

Information about planned exhibitions, fairs;

- [fill in as needed].

6.10. With the department of organization and remuneration, with the personnel department and with the personnel training department on the following issues:

Receiving:

staffing and regulations structural divisions businesses to link with marketing plans;

Staff Regulations;

Regulations on bonuses;

business schedules;

Plans for training and advanced training of employees;

Reports on the implementation of applications for recruitment;

- [fill in as needed].

Provisions:

Proposals for changing the organizational and managerial structure of the enterprise to consolidate in staffing tables and regulations on the structural divisions of the enterprise;

Information about the quantitative and qualitative needs of the enterprise in personnel;

Applications for the selection of personnel for the department;

A list of activities that are necessary to improve the skills of employees of the enterprise in certain areas;

- [fill in as needed].

6.11. WITH legal department for questions:

Receiving:

The results of legal expertise for compliance with the current legislation of the contracts, orders, instructions, instructions submitted for approval;

Agreed claims and lawsuits against counterparties regarding their violation of contractual obligations;

clarification current legislation and the procedure for its application;

Analysis of changes and additions to legislation;

- [fill in as needed].

Provisions:

Orders, directives, instructions, draft contracts for approval and legal expertise;

Materials for filing claims and lawsuits against contractors and buyers regarding their violation of contractual obligations;

Claims brought against the company by counterparties;

Available information about suppliers, buyers, other counterparties;

Applications for the search for the necessary regulatory legal documents and clarification of the current legislation;

- [fill in as needed].

6.12. From [name of the structural unit] on the following issues:

Receiving:

- [fill in];

- [fill in as needed].

Provisions:

- [fill in];

- [fill in as needed].

7. Responsibility

7.1. The head of the marketing department is responsible for the proper and timely performance by the department of the functions provided for by this regulation.

7.2. The head of the marketing department is personally responsible for:

Compliance with the legislation of the Russian Federation issued by the Department of instructions, orders;

Presentation of reliable information;

Providing the management of the enterprise with information on the work of the marketing department;

Timely, as well as high-quality execution of documents and instructions of the company's management;

Safety of information that is a trade secret;

Compliance work schedule department employees.

7.3. The responsibility of employees of the marketing department is established by job descriptions.

7.4. [Enter as required].

Head of structural unit

[initials, last name]

[signature]

[day month Year]

Agreed:

[official with whom the regulation is agreed]

[initials, last name]

[signature]

[day month Year]

Head of the legal department

[initials, last name]

[signature]

[day month Year]

General provisions

1. The advertising department is an independent structural subdivision of the enterprise (may be part of the management or marketing department and be called a sector, bureau or department).
2. The department is created and liquidated by the order of the director of the enterprise.
3. The department reports directly to the director of the enterprise (commercial director).
4. The department is headed by a chief appointed to the position by order of the director of the enterprise.
5. The head of the advertising department has ____ deputy (s).

1. The composition and staffing of the advertising department is approved by the director of the enterprise, based on the conditions and characteristics of the enterprise's activities on the proposal of the head of the advertising department and in agreement with ____________________ (HR department; department of organization and remuneration)
2. The department includes groups of specialists responsible for certain areas of the department's work (development of advertising campaigns; preparation advertising texts; creative production; etc.)
3. The head of the advertising department distributes duties among the employees of the department and approves their job descriptions.

Tasks
Functions
1. Work on advertising the products manufactured by the enterprise or services performed in order to promote them to the markets.
2. Formation of an advertising strategy based on promising directions further organizational development, innovation and investment activities.
3. Planning of works on carrying out advertising campaigns:
3.1. Studying the market segments in which it is planned to advertise the product.
3.2. Determination of the objectives of the advertising campaign.
3.3. Development of the main idea of ​​the advertising campaign.
3.4. Determining the types of specific advertising media (newspapers, magazines, commercials, etc.) and their optimal combination.
3.5. The choice of forms and methods of advertising in the media, their text, color and musical design.
3.6. Forecasting the duration of advertising.
3.7. Determining the costs required to conduct an advertising campaign.
4. Studying the sales market and consumer demand in order to determine the best time and place for advertising, the scope and timing of advertising campaigns, the circle of people to whom advertising should be directed, targeting advertising to target groups by profession, age, purchasing power, sex.
5. Development of advertising texts, sketches and layouts of catalogs, booklets, brochures, etc. and their preparation for approval by the director of the enterprise.
6. Ensuring that when developing advertising materials, compliance with the norms of public morality, competition rules, the Law of the Russian Federation "On Advertising".
7. Development of the corporate identity of the enterprise, preparation of souvenir advertising products of printing and industrial design (notebooks, calendars, stationery with company logos, etc.) for distribution among employees of the enterprise entering into business relationship with contractors.
8. Planning the participation of the enterprise in exhibitions, fairs:
8.1. Coordination with (chief technologist; chief designer; head of the sales department; etc.) of the list of products to be exhibited.
8.2. Development together with (chief designer; foreman; etc.) plans for exhibition stands.
8.3. Conclusion of contracts with organizing committees of exhibitions, fairs.
8.4. Preparation of advertising and information materials.
8.5. Selection and training of personnel participating in exhibitions, fairs.
8.6. Registration of accreditations, invitations, passes to exhibitions for business partners.
9. Conclusion of contracts for advertising products or services with third parties in cases of full-scale advertising on television, in the media, urban public transport, etc.
10. Establishing relationships with business partners and expanding external relations in order to improve advertising activities.
11. Collection and systematization of information about advertising products of competing enterprises.
12. Analysis of the impact of conducted and ongoing promotional activities on changes in demand for manufactured products or services.
13. Drawing up an estimate of advertising costs.

Rights
The advertising department has the right:
1.1. Give instructions to the structural divisions of the enterprise on issues related to the competence of the department and arising from the functions listed in this Regulation.
1.2. Demand and receive from the structural divisions of the enterprise the materials necessary for the activities of the department.
1.3. Conduct correspondence on issues within the competence of the department and not requiring coordination with the head of the enterprise.
1.4. Represent in the prescribed manner on behalf of the enterprise on issues within the competence of the department in relations with state and municipal organizations, as well as other enterprises, organizations, institutions.
1.5. In agreement with the director of the enterprise, involve experts and specialists in the field of advertising for consultations, preparation of conclusions, recommendations and proposals.
1.6. Provide clarifications and recommendations on issues within the competence of the department.
1.7. Conduct meetings on advertising issues at the enterprise and participate in conferences and seminars on advertising issues.
2. The head of the advertising department signs all documents related to the activities of the department (plans, contracts, reports, estimates, certificates, etc.).

Relationships (service relations)

1. To perform the functions and exercise the rights provided for by this regulation, the advertising department interacts:
1.1. With the main accounting department for:
- obtaining: standards for hospitality, advertising and travel expenses; ____________________
- providing: reports on the costs incurred to carry out advertising developments, promotional events; ____________________
1.2. With the financial department for:
- obtaining: agreed cost estimates for advertising campaigns;
- analysis of costs incurred by the department for a month (quarter, year) with recommendations for economical spending of funds;
- in the preparation of documentation and participation in tender commissions for the purchase of promotional materials; ____________________
- providing: cost estimates for advertising campaigns and participation in exhibitions, fairs; advertising plans; results of advertising effectiveness research; ____________________
1.3. With the marketing department on issues (in the event that the advertising department is part of the marketing department, its interaction with linear departments (market research bureau, demand research bureau, marketing strategy bureau, others) is determined):
- obtaining: generalized information about the demand for manufactured products;
- information about the competitive environment; information about the state of the commodity market;
- draft marketing plans for the preparation by the advertising department of sections related to product advertising;
- providing: plans for advertising campaigns;
- draft sections of marketing plans in terms of advertising;
- information about the advertising policy of competitors;
- analysis of the effectiveness of promotional activities; ____________________
1.4. With the department of the chief technologist on:
- receiving: technical documentation for the company's products;
- information about the features of production technology;
- providing: proposals for the design of products and packaging;
- documents and materials for participation in exhibitions, fairs;
- applications for the allocation of employees whose participation is necessary in exhibitions, fairs; ____________________
1.5. With the sales department for:
- obtaining: information about the main groups of consumers of products manufactured by the enterprise;
- data on the demand for products for individual items of the nomenclature (assortment); customer reviews on the supplied products;
- providing: samples of promotional products;
- souvenir promotional products of the enterprise; information about planned exhibitions, fairs; ____________________

1.6. For questions: (name of the structural unit)

Receiving:
- providing:
2. The advertising department maintains the necessary communication with other structural divisions of the enterprise in the process of developing and conducting promotional activities.

Responsibility

1. The head of the advertising department is responsible for the proper and timely performance of the functions of the department.
2. The head of the advertising department is personally responsible in the event of:
2.1. Non-compliance with the legislation of the instructions and orders issued by the department.
2.2. Issuance of advertising in violation of the law, the use of which led to the complication of relations with counterparties, a decrease in the profit of the enterprise, causing damage business reputation enterprise, as well as holding the enterprise accountable.
2.3. Failure to provide or improperly provide the management of the enterprise with information on the work of the advertising department.
2.4. Untimely, as well as poor-quality execution of documents and instructions of the enterprise management.
2.5. Leaks of information that is a trade secret.
2.6. Non-compliance with the labor schedule by the employees of the department.
3. The responsibility of employees of the advertising department is established by job descriptions.

1. General Provisions

1.1. The marketing department is an independent structural subdivision of the enterprise and reports to the general director (in large enterprises - to the commercial director).

1.2. The creation, liquidation or reorganization of the department is carried out by order of the general director of the enterprise.

1.3. The department is headed by a chief appointed to the position by order of the general director of the enterprise.

2. Tasks

2.2. Analysis of consumer properties of products manufactured by the enterprise and the requirements imposed on it by consumers.

2.3. Development, together with other departments, of proposals and recommendations for changing the technical, economic and other characteristics of products in order to improve their consumer qualities and stimulate sales.

2.4. Analysis of the quality of competing products, price-quality ratios, supply and demand for similar products.

2.5. Coordination of the activities of the enterprise departments for the collection and analysis commercial information, creation of a data bank on product marketing (applications for a supplier, contracts for production, availability of stocks, market capacity, etc.).

2.6. Study existing systems promotion of goods on the market.

2.7. Forecasting the volume of sales and the formation of consumer demand for the company's products.

3. Structure

3.1. The structure and staffing of the department is approved by the general director of the enterprise, taking into account the scope of work, the characteristics of the products (services provided).

3.2. The department may include divisions (sectors) or individual specialists in areas of activity: market conditions, management, sales promotion, marketing communications, marketing planning, information gathering and research.

3.3. The distribution of duties between the employees of the department is carried out by the head of the department in accordance with the job descriptions and these Regulations.

4. Functions

4.1. Organization of work on conducting marketing research of the consumer market of manufactured products, improving product range, identification and development of new consumer properties of products.

4.2. Participation in the preparation of long-term and current plans for the production and sale of products.

4.3. Exploring new markets and potential consumers enterprise products.

4.4. Studying the opinion of consumers about the products manufactured by the enterprise, its impact on the sale of products and preparing proposals to improve its consumer properties and competitiveness.

4.5. Organization of the collection, study and analysis of information about the market, the structure of consumer demand, product promotion, price dynamics. The study of factors affecting the sale of products and are important for its successful implementation. Studying the types of consumer demand (sustainable, active, short-term, etc.), the reasons for its increase or decrease, differentiation of the purchasing power of the population.

4.6. Development of forecasts of consumer demand for products, production volumes and sales of products and services.

4.7. The study and generalization of domestic and foreign experience for the creation and operation marketing services enterprises. Development of organizational, economic, investment and other marketing projects and programs; determination of the order and scheme of their implementation.

4.8. Participation in exhibitions, auctions, fairs, sales exhibitions to inform potential buyers about the company's products and expand sales markets. Development and implementation of new forms of product sales.

4.12. Preparation of proposals for technically sound planning and production of spare parts (in terms of quantity and nomenclature).

4.13. Gathering information and conducting research on competitors in terms of sales, total market share, speed of product sales, self-assessment, goals and objectives.

4.14. Identification of strengths and weaknesses of competitors, opportunities and threats external environment on the quality of their products, promotion of goods on the market, pricing policy, warranty service, forms of payment with customers.

4.15. Overseeing the correct storage, transportation and sale of products.

5. Rights

5.1. Require the divisions of the enterprise to provide information, documents (information, plans, reports, contracts, etc.) necessary to carry out work that is within the competence of the department.

5.2. Establish and control the forms and methods of selling the company's products, the rules for transporting and storing products.

5.3. Make proposals to the management of the enterprise on the development and organization of production of new products, modernization, improving the quality, reliability and competitiveness of products.

5.4. Participate in the work of commissions for the acceptance of new products of the enterprise.

5.5. Determine the main activities of the department; establish a range of priority issues that require prompt solutions.

5.6. Make proposals to the management of the enterprise on conducting research work in the field of marketing, introducing new marketing standards, modern methods certification and quality control of commercial products.

5.7. Coordinate the activities of the structural divisions of the enterprise for the organization of work in the field of marketing. Give instructions and instructions to the structural divisions of the enterprise on issues within the competence of the department.

5.8. Require the heads of structural divisions to comply with plans (schedules) for joint work.

5.9. Make proposals for the promotion, as well as bringing to material and disciplinary liability of employees of the enterprise.

5.10. Engage on a contractual basis in agreement with the management of specialists and consultants from various organizations to prepare recommendations, opinions, consultations for conducting marketing research, preparing marketing projects and programs, including on the basis of outsourcing.

5.11. Represent on behalf of the enterprise on issues within the competence of the department in other organizations. Conduct and participate in meetings, seminars, conferences.

6. Responsibility

6.1. The head of the department bears full responsibility for the quality and timeliness of the tasks and functions assigned to the department.

6.2. The degree of responsibility of other employees of the department is established by job descriptions.

7. Service contacts (service interaction)

7.1. With the department of the chief designer on obtaining:

Information about the scientific and technical potential of the enterprise;

Information about the competitiveness of new products;

Applications for market research of research and development works and possible areas of application of the enterprise's design developments;

Characteristics of promising product samples;

Plans for the development of new types of products.

For submission questions:

Information about the existing and potential demand for goods and services of the enterprise;

Information about competitors, consumer properties of similar products;

Information about the competitiveness of new products of the enterprise;

Proposals for improving the technical characteristics of products, developing samples of new products, removing obsolete products from production.

7.2. With the department of the chief technologist for questions about receiving:

A list of activities aimed at improving products and increasing sales, orders for studying the technology market, offers for services.

For submission questions:

Information about competing technologies and products;

Suggestions for improvement technological characteristics products.

7.3. With technical control department for questions about receiving:

Information on the quality of products supplied by the enterprise;

List of measures to improve the quality of products.

For submission questions:

Reports of defects identified at the enterprise in the manufacture of products;

Information about the operation of products, failures and malfunctions.

7.4. With planning and economic department on obtaining:

Information about the company's policy in the field of planning;

Adjustments production plans on the release of products, changed on the basis of the proposals of the marketing department;

Information about changes in product prices.

For submission questions:

Proposals for the range of manufactured products based on marketing research;

Information about its implementation in order to reduce distribution costs;

Plans and programs of marketing research.

7.5. With Logistics Department on obtaining :

Contracts for the supply of components;

Information about the purchased materials on applications and certificates of the availability of materials in the warehouse;

Applications for marketing research;

Documents of structural divisions containing information about the quality and quantity of material and technical resources.

For submission questions:

Information about new types of raw materials, materials, components;

Information about the state of the commodity market;

Information about the demand for material and technical means, forecasts of fluctuations in demand and price levels;

Information about prices for material and technical resources from various suppliers;

7.6. with sales department for questions about receiving:

Information about concluded contracts for the supply of products;

Plans for the sale of products (monthly, quarterly, annual);

Reports on the implementation of plans.

For submission questions:

Information about the demand for the company's products, information about its competitiveness;

Information about the state of the commodity market, information about competitors;

Information about the buyers of products (potential and actual), their financial capabilities, the stability of their demand in the market.

7.7. with finance department for questions about receiving:

Information about the financial conditions of the most important transactions of the enterprise, information about production costs;

Information about the costs of marketing research.

For submission questions:

Cost estimates for marketing work;

Development forecasts commercial activities enterprises.

VII. Responsibility

1. Responsibility for the proper and timely performance of the functions provided for by this regulation lies with the head of the public relations department.
2. The head of the public relations department is personally responsible for:
2.1. Organization of the activities of the department to fulfill the tasks and functions assigned to the department.
2.2. Organization of prompt and high-quality preparation of materials for placement in the media.
2.3. Reliability of information provided to the media and other interested parties.
2.4. Compliance with the regime of access to information that is a state, commercial and official secret, as well as the use of this information by employees of the department for official purposes.
2.5. Selection, placement and activities of department employees.
3. The responsibility of the employees of the public relations department is established by job descriptions.

1. General provisions
1. This job description defines functional responsibilities, rights and responsibilities of the head of the marketing department.
2. The head of the marketing department belongs to the category of managers.
3. The head of the marketing department is appointed to the position and dismissed from the position in the established current labor law by order of the director of the enterprise on the proposal of the deputy director for commercial issues.
4. Position relationships:

1. Qualifications of the Head of Marketing Department:

1. Documents regulating the activities of the head of the marketing department

3.1 External documents:

Legislative and regulations regarding the work being done.

3.2 Internal documents:

Charter of the enterprise, Orders and instructions of the director of the enterprise; Regulations on the marketing department, Job description of the head of the marketing department, Internal labor regulations.

1. Job Responsibilities of the Head of Marketing

Head of the Marketing Department:

4.1. Carries out the development marketing policy at the enterprise based on the analysis of consumer properties of manufactured products and forecasting consumer demand for the company's products, technical and other consumer qualities of competing products.

4.2. Ensures the participation of the department in the preparation of long-term and current plans for the production and sale of products, the identification of new markets and new consumers of products.

4.3. Coordinates the activities of all functional units for the collection and analysis of commercial and economic information, the creation of a data bank for marketing the company's products (supply requests, production contracts, availability of stocks, market capacity, etc.).

4.4. Organizes the study of consumer opinion about the products manufactured by the enterprise, its impact on the sale of products and the preparation of proposals to improve its competitiveness and quality.

4.5. Carries out control over the timely elimination of shortcomings indicated in complaints and claims received from consumers, the motivation of a certain attitude of consumers to the company's products.

4.6. Organizes the development of a strategy for conducting promotional events in the media using outdoor, illuminated, electronic, postal advertising, advertising on transport, participation in industry exhibitions, fairs, sales exhibitions to inform potential indicators and expand sales markets.

4.7. Prepares proposals for the formation of the corporate identity of the enterprise and corporate design of promotional products.

4.8. Carries out methodological management of the dealer service and provides it with all the necessary technical and advertising documentation.

4.9. Participates, together with other departments, in the development of proposals and recommendations for changing the technical, economic and other characteristics of products in order to improve their consumer qualities and stimulate sales.

4.10. Provides management of the work of service centers for warranty service and repair of the company's products, prepares proposals for technically sound planning and production of spare parts (in terms of quantity and range).

4.11. Supervises the correct storage, transportation and use of products.

4.12. Manages department employees.

1. Rights of the Head of Marketing

The head of the marketing department has the right to:

5.1. Get acquainted with the draft decisions of the company's management regarding the activities of the marketing department.

5.2. Submit proposals to improve the activities of the marketing department for consideration by the management of the enterprise.

5.3. Interact with the heads of all (individual) structural divisions of the enterprise.

5.4. Request personally and receive from heads of departments and specialists information and documents necessary to fulfill their official duties.

5.5. Sign and endorse documents within their competence.

5.6. Submit to the director of the enterprise submissions on the appointment, relocation and dismissal of employees of the marketing department; proposals for their promotion or for the imposition of penalties on them.

5.7. Require the management of the enterprise to assist in the performance of their duties and rights

1. Responsibilities of the Head of Marketing

The head of the marketing department is responsible for:

6.1. For improper performance or non-performance of their official duties provided for by this job description - within the limits determined by the current labor legislation of Ukraine.

6.2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of Ukraine.

6.3. For causing material damage - within the limits determined by the current labor and civil legislation of Ukraine.

1. Working conditions of the head of marketing department

7.1. The mode of operation of the head of the marketing department is determined in accordance with
The internal labor regulations established at the enterprise.

7.2. Due to production needs, the head of the marketing department may be sent on business trips (including local ones).

7.3. To solve operational issues, the head of the marketing department may be allocated company vehicles.

1. Terms of payment

The terms of remuneration for the head of the marketing department are determined in accordance with the Regulations on remuneration of personnel.

1. Final provisions
1. This Job Description is made in two copies, one of which is kept by the Company, the other- at the worker.
2. Tasks, Responsibilities, Rights and Responsibilities can be specified in accordance with the change in the Structure, Tasks and Functions of the structural unit and workplace.
3. Changes and additions to the present job description made by order of the general director of the enterprise.

APPROVE

(signature) (surname, initials)

I. General provisions

• 1.1. The enterprise marketing department (hereinafter referred to as the marketing department) is an independent structural subdivision of the enterprise and is created / liquidated by the decision of the general director of the enterprise.
• 1.2. Direct management of the marketing department is carried out by the marketing director, appointed by CEO enterprise and directly subordinate to the general director of the enterprise.
• 1.3. In its activities, the marketing department is guided by the current legislation, orders and orders of the general director of the enterprise and the marketing director, approved work plans.

II. Structure

• 2.1. The structure and staffing of the department are approved by the general director of the enterprise, based on the goals and strategies, conditions and characteristics of the enterprise, on the proposal of the marketing director and in agreement with the personnel service.
• 2.2. The marketing department is composed of structural units (groups) according to the scheme below.

2.3. Functions of structural units are regulated by job descriptions.

III. Tasks

• 3.1. Ensuring the sustainable position and development of the enterprise by creating competitive advantage based on a comprehensive analysis of the competitive environment, the study of consumers of the company's products.
• 3.2. Analysis of the sales market for the company's products and supply systems in the Russian Federation, CIS countries and far abroad.
• 3.3. Analysis of the results and efficiency of the enterprise.
• 3.4. Participation in the development of strategies, plans and programs for the development of the enterprise.
• 3.5. Analysis of the competitive environment.
• 3.6. Development of new brands, development investment projects and business plans to create new brands and expand the range of products.
• 3.7. Formation marketing budget, organization and holding of exhibitions, advertising and / ^-events and sales promotion activities in the Russian Federation, the CIS and abroad.

IV. Functions

• 4.1. Definition of market segments for the main product groups, their shares and the company's position in each market segment.
• 4.2. Analysis, identification and forecasting of fundamental trends in the industry and regional markets.
• 4.3. Development and formation of short-, medium- and long-term forecasts for the sale of products by region and (or) market segments.
• 4.4. Creation and operational maintenance of a database on the activities of competitors.
• 4.5. Analysis of the actual sales of the company's products and its main competitors in the group and expanded assortment, including:
  • analysis of the level and trends of demand;
  • the percentage of provision of categories of consumers with the products of the enterprise, the size of unsatisfied demand in general for the Russian Federation, the CIS countries and far abroad countries and for the regions separately.
• 4.6. Analysis of the causes of unsatisfied demand for the company's products and development of proposals to reduce its size.
• 4.7. Analysis of pricing, marketing, advertising strategies and methods of sales promotion used by the main competitors in the whole of the Russian Federation and the CIS countries, in specific regions, identifying their strengths and weaknesses.
• 4.8. Development of concept proposals pricing strategy, including a system of discounts in the framework of sales promotion programs.
• 4.9. Development of proposals for the development of new markets/market segments and proposals for diversification, formation of business plans.
• 4.10. Development of proposals for the development of new types of products, the removal from production of those that do not meet the needs of consumers and market requirements.
• 4.11. Item-by-item formation of the budget of the enterprise's expenses for information, advertising and PR activities for the year and broken down by months.
• 4.12. Development of an action plan for direct marketing and its practical implementation.
• 4.13. Development and implementation of a set of activities for advertising, exhibitions and PP using the most effective means of advertising, operational analysis of the effectiveness of their implementation and, if necessary, adjustment.
• 4.14. Creation and maintenance of the company's website.
• 4.15. Development of proposals for the formation of a positive image of the enterprise in the minds of consumers within a single corporate culture enterprises, direct participation in their practical implementation using advertising media.
• 4.16. Development of /435-materials and souvenirs, control of their spending.
• 4.17. Search for performers / co-executors for marketing and advertising among third-party organizations, setting tasks for them, operational control and analysis of their work.
• 4.18. Development of proposals on the procedure for information interaction between the marketing department and other structural divisions of the enterprise.
• 4.19. Provision of structural subdivisions of the enterprise with information-analytical and promotional materials.
• 4.20. Analysis of consumer properties of products manufactured by the enterprise and the requirements for it by buyers.
• 4.21. Development of proposals for improving the organizational structure of the enterprise in order to effectively solve problems in accordance with the adopted marketing plan.

The marketing department has the right:

• 5.1. Demand and receive from the structural divisions of the enterprise the materials necessary for the implementation of the activities of the department.
• 5.2. Conduct correspondence on issues within the competence of the department and not requiring coordination with the head of the enterprise.
• 5.3. Represent in the prescribed manner on behalf of the enterprise on issues within the competence of the department, in relations with state and municipal organizations, as well as other enterprises, organizations, institutions.
• 5.4. In agreement with the General Director of the enterprise, involve experts and specialists in the field of marketing for consultations, preparation of conclusions, recommendations and proposals.
• 5.5. Provide clarifications and recommendations on issues within the competence of the department.
• 5.6. Conduct and participate in thematic exhibitions, conferences, meetings, seminars on marketing issues.

VI. Relationships

The marketing department interacts with other departments of the enterprise in accordance with the performance of marketing functions: marketing research; development of new products; advertising and sales promotion; product brand development; sales; services to consumers; control marketing activities. Interaction is carried out on the basis of a matrix method of distribution of tasks, rights and responsibilities within the framework of obtaining consultations and information necessary according to his competence, as well as providing all available information upon written requests from departments, certified by the general director of the enterprise or the general director of the commercial department. To perform functions and exercise rights, the marketing department interacts:

• 6.1. With accounting for:
• 6.1.1. Receiving:
  • - accounting data on the movement, sales, stocks of products;
  • - results of the inventory of material and technical resources;
  • - standards for hospitality, travel and advertising expenses.
• 6.1.2. Provisions:
  • - reports on the costs incurred for marketing research;
  • - calculation of costs for after-sales service of products;
  • - information on prices for material and technical means from suppliers, tariffs for transportation services, promotional activities.
• 6.2. With the financial department of the Department of Economic Development on:
• 6.2.1. Receiving:
  • - agreed cost estimates for demand generation and sales promotion with financial justifications;
  • - analysis of costs incurred per month (quarter, year);
  • - information about accounts payable and receivable.
• 6.2.2. Provisions:
  • - generalized data on the demand for products manufactured by the enterprise;
  • - marketing plans;
  • - cost estimates for demand formation and sales promotion, advertising campaigns, participation in exhibitions, fairs, sales exhibitions;
  • - information about the competitive environment on pricing policy, turnover volumes, competitiveness, speed of product sales.
• 6.3. With planning and economic and planning and production departments on:
• 6.3.1. Receiving:
  • - production plans (performance of works, provision of services) for a month, quarter, year;
  • - changes in production plans for individual items of the commodity nomenclature, introduced on the basis of marketing research;
  • - projects of wholesale and retail prices for products (tariffs for works and services) for marketing analysis.
• 6.3.2. Provisions:
  • - generalized information on the demand for products manufactured by the enterprise (work performed, services rendered), including for individual items of the nomenclature;
  • - information on the state of the market for goods (works, services);
  • - data necessary for the formation of the commodity nomenclature of the enterprise;
  • - proposals for changing prices for certain types of products due to changes in demand.
• 6.4. With the technological department and the department of quality control in production on:
• 6.4.1. Receiving:
  • - applications for information search about a competitive product;
  • - inquiries about the conjuncture of production technologies;
  • - information about the scientific and technical capabilities of the enterprise;
  • - conclusions on samples of competitive products;
  • - conclusions about the possibility of production technology proposed by the product marketing department;
  • - information about defects in manufactured products;
  • - generalized results of reclamation work;
  • - information about technological changes in products;
  • - information about measures to improve product quality;
  • - reports on checking samples of products manufactured by competing enterprises.
• 6.4.2. Provisions:
  • - data on consumer demand for manufactured products;
  • - information about competitive products;
  • - proposals for the development of technology for new products;
  • - proposals for the design of products;
  • - documents and materials for participation in exhibitions, fairs;
  • - information about new technological developments;
  • - information on complaints;
  • - acts of external acceptance by the counterparty.
• 6.5. With production for:
• 6.5.1. Receiving:
  • - production plans and production schedules;
  • - information about the norms of backlogs at sites and in workshops and their observance;
  • - information about violations of the production process and the reasons that caused them.
• 6.5.2. Provisions:
  • - data on claims made to product quality;
  • - information about claims for delay in deliveries of products to customers caused by violation of production plans.
• 6.6. With the transport department for:
• 6.6.1. Receiving:
  • - operational, monthly, quarterly and annual plans-schedules transportation and transfer to buyers of products manufactured by the enterprise, as well as material and technical resources from suppliers;
  • - transport routes;
  • - calculation of transport costs for delivery;
  • - information about the routes and terms of delivery of products to buyers by competing enterprises.
• 6.6.2. Provisions:
  • - proposals for changing delivery routes;
  • - proposals for changing loading and unloading schedules;
  • - information about the wishes of buyers and suppliers regarding changes in delivery and shipment schedules;
  • - applications for the allocation of vehicles for the transportation of products, promotional materials, equipment for participation in exhibitions, fairs;
  • - data on the development of new types of loading and unloading facilities, the introduction of which will reduce downtime during the loading and unloading of vehicles.
• 6.7. With the supply department for:
• 6.7.1. Receiving:
  • - information on concluded contracts for the supply of material and technical means;
• 6.7.2. Provisions:
  • - generalized information about suppliers of materials, raw materials and semi-finished products required by the enterprise;
  • - information on prices for the required material and technical means from various suppliers, procurement organizations;
  • - information about the appearance of new types of materials, raw materials, semi-finished products, components with the application of technical characteristics;
  • - information about the demand for material and technical means, its possible fluctuations and their causes;
  • - information about major suppliers (estimated and actual volumes of turnover, stability in the commodity market, etc.);
• 6.8. With the commercial department for:
• 6.8.1. Receiving:
  • - information on concluded supply contracts;
  • - sales plans for the month, quarter, year;
  • - reports on the implementation of product sales plans;
  • - reports on the activities of competitors and customers according to separately developed questionnaires;
  • - applications for marketing analysis of wholesale and retail prices for products sold;
  • - reviews of counterparties on the supplied products;
  • - documents required for registration of participation in exhibitions, fairs.
• 6.8.2. Provisions:
  • - generalized information about the demand for products manufactured by the enterprise, including for individual items of the nomenclature, and about the factors that determine it;
  • - information about the competitive environment on pricing policy, turnover volumes, competitiveness, speed of product sales;
  • - information on the state of the commodity market;
  • - information about large buyers of products (estimated and actual volumes of turnover, financial capacity, stability in the commodity market, etc.);
  • - information about planned exhibitions, fairs.
• 6.9. With Human Resources for:
• 6.9.1. Receiving:
  • - staffing tables and regulations on the structural divisions of the enterprise to link with marketing plans;
  • - staff regulations;
  • - provisions on bonuses;
  • - work schedules of the enterprise;
  • - plans for training and advanced training of employees;
  • - reports on the implementation of applications for recruitment.
• 6.9.2. Provisions:
  • - proposals for changing the organizational and managerial structure of the enterprise to be fixed in the staffing tables and regulations on the structural divisions of the enterprise;
  • - information on the quantitative and qualitative needs of the enterprise in personnel;
  • - Applications for the selection of personnel for the department;
  • - a list of activities, the implementation of which is necessary to improve the skills of employees of the enterprise in certain areas.
• 6.10. With the legal department on:
• 6.10.1. Receiving:
  • - the results of legal expertise for compliance with the current legislation of the contracts, orders, orders, instructions submitted for approval;
  • - agreed claims and lawsuits against contractors regarding their violation of contractual obligations;
  • - explanations of the current legislation and the procedure for its application;
  • - analysis of changes and amendments to legislation.
• 6.10.2. Provisions:
  • - orders, directives, instructions, draft contracts for approval and legal expertise;
  • - materials for filing claims and lawsuits against contractors and buyers regarding their violation of contractual obligations;
  • - claims brought against the company by contractors;
  • - available information about suppliers, buyers, other contractors;
  • - applications for the search for the necessary legal documents and clarification of the current legislation.

VII. Responsibility

• 7.1. The marketing department is responsible for the quality and timeliness of the tasks and functions assigned to it by this regulation.
• 7.2. The marketing department is responsible for timely budgeting for advertising and research activities and its rational use.

APPENDIX 4

APPENDIX 5

I approve

CEO_