The Role of Strategic Marketing in an Organization
Marketing plays an important role in the strategic planning process for many organizations. Although some marketing positions are represented at the corporate level, most are at the functional level within the business units of an organization,. However, marketing is involved in strategic planning at all organizational levels. Strategic marketing describes marketing activities that affect corporate, business, and marketing strategic plans. Strategic marketing activities can be classified into three basic functions.
First, marketers help orient everyone in the organization toward markets and customers. Thus, they are responsible for helping organizations execute a marketing philosophy throughout the strategic planning process.
Secondly, marketers help gather and analyze information required to examine the current situation, identify trends in the marketing environment, and assess the potential impact of these trends. This information and analysis provides input for corporate, business, and marketing strategic plans.
Thirdly, marketers are involved in the development of corporate, business, and marketing strategic plans. Marketing’s influence varies across organizations. For organizations driven by a marketing philosophy, marketing necessarily plays a key role in strategic decision making. The trend toward pushing strategic planning responsibility further down the organization is increasing marketing’s clout in an organization’s strategic planning process.
The strategic role of marketing is now in a period of considerable change and evolution. These changes are due to a number of important environmental phenomena that are affecting the way many firms do business. To begin, many well known companies work closely with dedicated partners on the supply side (often using single supply partners) and the distributor side of their business, expecting their distributors to play proactive roles in the development of services and marketing strategy.
Other influences on marketing include the connected-knowledge economy; globalized and consolidated industries; fragmented markets; and demanding customers and consumers. With these changes, new kinds of competitors will emerge, markets will continue to become homogenized across country boundaries, and mass market will erode in the face of mass customization. Business customers and individual consumers expect diversity and have multiple means of obtaining products, as well as learning about company offerings. Some observers foresee a future in which the Web will enable automated purchasing, anonymous transactions, and the bypassing of most intermediaries. (William O. Bearden et al, 2001)
First, marketers help orient everyone in the organization toward markets and customers. Thus, they are responsible for helping organizations execute a marketing philosophy throughout the strategic planning process.
Secondly, marketers help gather and analyze information required to examine the current situation, identify trends in the marketing environment, and assess the potential impact of these trends. This information and analysis provides input for corporate, business, and marketing strategic plans.
Thirdly, marketers are involved in the development of corporate, business, and marketing strategic plans. Marketing’s influence varies across organizations. For organizations driven by a marketing philosophy, marketing necessarily plays a key role in strategic decision making. The trend toward pushing strategic planning responsibility further down the organization is increasing marketing’s clout in an organization’s strategic planning process.
The strategic role of marketing is now in a period of considerable change and evolution. These changes are due to a number of important environmental phenomena that are affecting the way many firms do business. To begin, many well known companies work closely with dedicated partners on the supply side (often using single supply partners) and the distributor side of their business, expecting their distributors to play proactive roles in the development of services and marketing strategy.
Other influences on marketing include the connected-knowledge economy; globalized and consolidated industries; fragmented markets; and demanding customers and consumers. With these changes, new kinds of competitors will emerge, markets will continue to become homogenized across country boundaries, and mass market will erode in the face of mass customization. Business customers and individual consumers expect diversity and have multiple means of obtaining products, as well as learning about company offerings. Some observers foresee a future in which the Web will enable automated purchasing, anonymous transactions, and the bypassing of most intermediaries. (William O. Bearden et al, 2001)
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