Question

Topic: Other

Marketing In The Real World

Posted by Anonymous on 7/2/2004 at 12:52 PM ET 125 Points
I understand that marketing is more multi-faceted than most people think or understand and should include more oversight and vision that most companies allow it. Why do you suppose most organizations have such a limited view of marketing that usually includes research, marcom, and advertising (this is how it happens in the real world) while in reality marketing should include competitive strategy development, distribution strategy, strategic alliances, and pricing. It seems that most companies leave this stuff to "operations" and or ceo's...while in my view marketing should be an executive level position with the ceo's, cfo's, cio's....

Maybe it is only my perception but I am curious what you think or if my perception is wrong?
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RESPONSES

  • Posted by Peter (henna gaijin) on 7/2/2004 at 1:03 PM Accepted
    I haven't seen what you are talking about. In Silicon Valley (California), the majority of the companies I have seen seem to use the more broad definition of marketing that you provide.

    Perhaps stategic alliances will be under someone with a Business Development title, who may or may not report in to marketing, but the rest seem to fall under marketing.
  • Posted by telemoxie on 7/2/2004 at 6:35 PM Accepted
    I have worked for several small technical companies who started with competitive analysis, pricing, and distribution decisions in the sales department and President's office rather than the marketing department. I believe this is because the small and growing company initially had more expertise in sales than in marketing. As the companies grew, and the marketing departments began to hire professional staff and became more competant, these functions migrated to marketing.

  • Posted by SRyan ;] on 7/2/2004 at 8:07 PM Accepted
    Hi, Kevin! Want to move to Houston?

    Your question is interesting, and I've been thinking the same kind of thing from a different angle. BirdNest (my company) has been sitting in the middle of the local hi-tech business incubator, hearing requests for our biz plans and revenue forecasts, and oh yeah, "Make sure you include your marketing strategy." Seems to me that the business plan and the marketing plan share 99.8% of their DNA.

    As we plan for staffing, it's apparent to me that the key jobs we want to fill fit into or brush close to Marketing. Maybe some of the big organizations don't worry about labeling or grouping their departments that way, even though the relationship is undeniable.

    - Shelley
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