opposed to standard components. The problem less evident in companies where marketing executives has engineering backgrounds. Purchasing Responsible for purchase of right quantities and quality of components and materials at the lowest possible cost. At loggerheads with marketing because of; Inaccuracy in forecast leading to inventory, purchasing small quantities of several components for different models Manufacturing Manufacturing responsible for smooth running of factory. In Manufacturing-driven companies, everything is done to ensure smooth production and low costs. The company prefers simple products, narrow product lines and high volume production. In marketing-driven companies , the company goes out of its way to satisfy customers Need is a balanced approach. Call for joint seminars, joint committees and liaison personnel exchange programs. Operations Term operations used for industries that create and provide services. Need to ensure that people delivering the service maintain the service level. Finance At loggerheads over control of funds and need to invest in long term marketing development plans by the marketing. Requirement is to give marketing people more financial training and finance people more marketing training. Accounting Accountants feel that marketing people are lax in providing sales report in time, dislike the special deals made by marketers since it calls for special accounting procedures Credit Decide creditworthiness of a potential customer; feel that marketers will sell it doubtful ones too. Marketers feel that credit standards are too high and “zero bad debts” is equivalent to lost sales and profits. Strategies For Building A Company-wide Marketing Orientation
Companies are attempting to become market driven from being product or sales driven. Steps that a CEO takes to create a market and a customer-focused company: Convince the senior management team of the need to become customer focused. Appoint a senior marketing officer and a marketing task force. Get outside help and guidance Change the company’s reward measurement and system. Hire strong marketing talent. Develop strong in-house marketing training program. Install a modern marketing planning system. Establish an annual marketing excellence recognition program. Consider reorganizing from a product centered to market centered company. Shift from a department focus to a process – outcome focus. Marketing Implementation: is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plant’s stated objectives. A strategy addresses the “what” and “why” of marketing activities, implementation addresses the “who”, “where”, “when” and “how”. One layer of strategy implies certain tactical implementations assignments at a lower level.
- Fall '16