Question

After reading the companion article (Marketing: The Unappreciated Workhorse), provide an explanation regarding the ways (plural) in which marketing can be more effectively understood by all executives of an organization. Please use specific illustrations and information to support your explanation.

300 words with citation please

Thank you

Answer 1

Marketing , one of the most important levers any organization has to drive revenue and achieve business goals. Hence it is imperative that the concepts and end goals of marketing related activities are understood by all the executives of the organization.

One of the most important aspects is that marketing should be seen as a pull factor which draws the consumers towards the product and not as a push force to place the products with the customers. The sales force should ideally see marketing as their biggest enabler. Hence the sales force must be aligned with the promises and the information the marketing activities are giving to the consumers about the product. The sales team should understand that marketing is used to create an impression and make the consumer aware about the unique selling points of the points regarding the products and services.

On the other hand the manufacturing teams should play a proactive role in giving inputs to the marketing team regarding the features , benefits and limitations of the product. Once the marketing team has communicated the features of the product to the consumers, the operations team must ensure the availability of the product with all its features and functionality.

Another executive section which must be aware of the same is the finance team. Marketing activities generally have gestation period. Hence the finance team must have patience in terms of calculating ROI on marketing activities.

An organization can achieve success only if the all the executives are aligned towards a common goal. Hence the CEO plays a pivotal role in clealrly communicating the objectives of the marketing activities with other wings to ensure better execution and implementation.