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• setting sales and marketing policy in consultation with other managers
• planning sales and marketing operations including market research, advertising, promotion, distribution, pricing and selling
• organising and controlling sales activities by setting product mix, geographical sales areas and customer service standards
• directing merchandising methods and distribution policy by coordinating the work of salespersons or organising agents and distributors
• controlling sales methods and arrangements by setting prices and credit arrangements
• monitoring customer service, invoicing, payments and administration costs
• planning research work and monitoring of sales and marketing activity to produce reports, give recommendations and formulate changes
• directing the development of initiatives such as new products, new marketing techniques, new advertising campaigns, incentive bonus schemes and the dropping of unprofitable products
• may be controlling related activities such as distribution and transport