Changing Role Of MarketingEssay Preview: Changing Role Of MarketingReport this essayThe Changing Role of Marketing in the CorporationThe Changing Role of Marketing in the Corporation
Summarised byONI AKINOLASTREAM 1MBA 802ASSIGNMENTINTRODUCTIONOver the past two decades changes in the concept and practice of marketing have been fundamentally reshaping the field .Many of these changes have been initiated by industry in the form of new organisation types without explicit concern for their underlying theoretical explanation or justification.
The purpose of this article is to outline roots of changes that are occurring in marketing especially marketing management as a body of knowledge theory and practice and to suggest the need for a new paradigm of the marketing function within the firm. We start by examining the origins of the marketing management framework, the generally accepted paradigm of the marketing discipline for the past three decades then the shifting managerial practice is examined with close emphasis on dissolution of hierarchical bureaucratic structures in favour of networks of buyer Ð- seller relationships and strategic alliances. Within those new forms of organisation the changing role of marketing is discussed and a reconceptualisation of marketing as a field of study and practice is outlined.
[Table of Contents]
10.1. Introduction
The purpose of this document is simply to introduce you to the important aspects to be aware of when thinking about marketing and the types of initiatives and the strategic relationships required to get out from under one’s weight, and take advantage of the opportunities and resources available to you to gain a better understanding of one of the major drivers of the quality and sustainability of your customers, the success of your business and your employees, and if your marketing and HR campaigns are successful.
10.2. Communication Processes
A typical way of communicating ideas and your business in a social setting has its roots in the communication process called “communication and customer learning”. This process is typically carried out as a process of the acquisition, sharing of knowledge, understanding of the work you are undertaking, learning about the products and services, and how you intend to use them effectively. The communication process of a small business can be quite lengthy given the enormous social context and the different perspectives which a small business can bring as a target audience. A more effective communication process can be carried out through some of the following channels:
Communication – the most direct communication method. The most direct communication method is direct communications for your business. The information conveyed takes place at large scale and often in ways that will appeal to larger businesses and can be used on a wider scale, or more effectively, in a marketing campaign or in a product or service development. These conversations can be highly nuanced and involve a number of topics such as:
Brand building – for the first time you can be confident of the brand’s strength and brand’s value. This can be used throughout the communication process so that you are more confident in your business and better prepared to use their resources.
Customer service – these conversations can use a wide range of tools and they provide some strong insights into your company’s business plans and skillset. These conversations can be of the utmost importance in an otherwise successful marketing strategy.
In an e-mail or SMS message it is not uncommon for you to end up receiving a message which is addressed to each customer’s mobile telephone number. In this way your customers are being given a chance to share the information that your business already has about your business as you will be more effective at getting that information out to them through the mail or via email.
Customer service on Facebook has also been an important communication tool in the past for the small business because this can be used to recruit customers and their feedback is used as a starting point for developing products and services using their business knowledge. You can also send a text message to each of these customers in order to engage them on an opportunity to discuss marketing policy and business strategies.
Communication can take the form of texts, email, faxes or other automated communication means such as phone calls, text messages, text messaging. A text message can range from one minute to four minutes in duration. When you use text and phone calls to send and receive information, the idea is to engage customers so that they become more aware of your business needs and opportunities that may be in the works for both of you at anytime when you want, for example to know if the
[Table of Contents]
10.1. Introduction
The purpose of this document is simply to introduce you to the important aspects to be aware of when thinking about marketing and the types of initiatives and the strategic relationships required to get out from under one’s weight, and take advantage of the opportunities and resources available to you to gain a better understanding of one of the major drivers of the quality and sustainability of your customers, the success of your business and your employees, and if your marketing and HR campaigns are successful.
10.2. Communication Processes
A typical way of communicating ideas and your business in a social setting has its roots in the communication process called “communication and customer learning”. This process is typically carried out as a process of the acquisition, sharing of knowledge, understanding of the work you are undertaking, learning about the products and services, and how you intend to use them effectively. The communication process of a small business can be quite lengthy given the enormous social context and the different perspectives which a small business can bring as a target audience. A more effective communication process can be carried out through some of the following channels:
Communication – the most direct communication method. The most direct communication method is direct communications for your business. The information conveyed takes place at large scale and often in ways that will appeal to larger businesses and can be used on a wider scale, or more effectively, in a marketing campaign or in a product or service development. These conversations can be highly nuanced and involve a number of topics such as:
Brand building – for the first time you can be confident of the brand’s strength and brand’s value. This can be used throughout the communication process so that you are more confident in your business and better prepared to use their resources.
Customer service – these conversations can use a wide range of tools and they provide some strong insights into your company’s business plans and skillset. These conversations can be of the utmost importance in an otherwise successful marketing strategy.
In an e-mail or SMS message it is not uncommon for you to end up receiving a message which is addressed to each customer’s mobile telephone number. In this way your customers are being given a chance to share the information that your business already has about your business as you will be more effective at getting that information out to them through the mail or via email.
Customer service on Facebook has also been an important communication tool in the past for the small business because this can be used to recruit customers and their feedback is used as a starting point for developing products and services using their business knowledge. You can also send a text message to each of these customers in order to engage them on an opportunity to discuss marketing policy and business strategies.
Communication can take the form of texts, email, faxes or other automated communication means such as phone calls, text messages, text messaging. A text message can range from one minute to four minutes in duration. When you use text and phone calls to send and receive information, the idea is to engage customers so that they become more aware of your business needs and opportunities that may be in the works for both of you at anytime when you want, for example to know if the
MARKETING AS A SOCIAL AND ECONOMIC PROCESSThe early roots of marketing as an area of academic study can be found beginning around 1910 in Midwestern American land-grant universities. The analysis was centred on commodities and the institutions involved in moving them from site, mine or farm (Breyer 1934: Duddy and Revzan 1953) to industrial processors, users and consumers and the functions performed by these institutions (McGarry 1950: Weld 1917. Marketing was seen as a set of social and economic processes rather than as a set of managerial responsibilities.
MARKETING MANAGEMENTThe managerial approach to the study of marketing evolved in the 1950s and 1960s growing out of a more traditional sales management approach with emphasis on product planning and development, pricing, promotion and distribution. Marketing research was introduced in management practice as a vehicle for aligning the firms productive capabilities with the needs of the marketplace. The articulation of the marketing concept in the mid to the late 1950s posited that marketing was the principal function of the firm (along with innovation) because the main purpose of any business was to create a satisfied customer.
ORGANISATIONAL REFORMSLarge hierarchical integrated corporate structures were the dominant organisation forms as the managerial approach to marketing developed in the 1950s and 1960s and firm creating marketing department early pioneers included such names as Procter & Gamble, General foods, Gillette etc. However during the 1980s new forms of business organisation became prominent features of the economic landscape. This new organisation emphasized partnerships between firms ,multiple types of ownership and partnering within the organisation (divisions, wholly owned subsidiaries ,licensees, franchisees, joint ventures etc) teamwork among members of the organisation often with team members from two or more cooperating firms sharing of responsibility for developing converging and overlapping technologies .These confederations are called by many names including “networks”, “value adding partnerships”, “alliances and “shamrocks”. Their main purpose is for quick response and flexibility to accelerating change in technology, competition and customer preferences. The best visual image for these organisations may be a wheel instead of a pyramid.
Transaction Repeated Transactions Long-Term Relationships