- Oliver Wight Americas, Inc. (2012). New White Paper- “Marketing’s Role in the Integrated Business Planning Process: An Advanced Version of Sales and Operations Planning” [Press release]. Retrieved from http://www.oliverwight-
americas.com/news/marketing- role-integrated-business- planning.htm
Discussions
To participate in the following discussions, go to this week’s Discussion link in the left navigation.
- Role of the Marketing Function
What is the role of the marketing function in business?
In 200 to 250 words, explain the role of the marketing function. What are some activities of the marketing department? Explain how the marketing function determines customer value. Respond to at least two of your classmates’ posts.
Guided Response:
Review several of your peers’ posts and identify activities of the marketing department they did not include in their post. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to rethink the marketing function.
Products and Services
It can be harder to sell an intangible service than a tangible product. After reading Chapter 3 of the text, pick one of the cells in Table 3.4: “Service Classifications” and name a service offered in that class—for example, business remodeling service under consulting and operations. In 200 to 250 words, describe a service in your chosen category in terms of the four ways a service is different from a product—its intangibility, inseparability, variability, and perishability. Does one of these aspects suggest a solution for sale that could be used as a point of competitive differentiation in a marketing campaign?
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The role of the marketing function depends on the structure of the organization under which the marketing function lies. Any business has a key and established marketing function and is characterized by the following key points. Research, this is the key to the success of any marketing firm, because it determines success of the marketing department. This involves paying attention to buying trends and looking for products that seek to fulfill the current needs. Marketing research also requires that a marketing…
APA
753 words