The chief executive of a manufacturer of direct-order personal computers is interested in establishing a marketing organization in the firm. A small salesforce handles sales to mid-sized businesses and advertising is planned and executed by an advertising agency. Other than the CEO, no one inside the firm is responsible for the marketing function. What factors should the CEO consider in designing a marketing organization?
Answer to relevant QuestionsCorporate Social Responsibility for Competitive Advantage. Summarize the reasons why companies are adopting corporate social responsibility initiatives. What arguments support the pursuit of social initiatives by business ...What are the major approaches to organizing the marketing function for international operations? Discuss the factors that may affect the choice of a particular organization design. Assume that you have been asked by the president of a major transportation services firm to recommend a marketing organizational design. What factors should you consider in selecting the design? Read the RELATIONSHIP APPLICATION describing Nucor Steel. Do “happy employees” always mean “happy customers”? Identify and list situations where you do not believe this is true. How would the marketing dashboard differ between a business-to-business company marketing computer software and a producer of packaged consumer products?
Post your question