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The Role of Marketing and the Marketing Function in a Market-Oriented Company

Posted last February 17, 2017, 3:31 pm in Jobs report article

As marketing gains gain in importance as an orientation that everyone shares

Process that all functions participate in deployment, a critical issue is the role of the marketing function.

Specifically, what role should the marketing function play and what is the value of the marketing function, if any,

In an organization that has a strong market orientation? The authors believe that if a company's commercial orientation

Is undeniably important, the marketing function must play a key role in managing several important connections

Between the customer and the critical elements of the business, including the customer's connection to (1) the product, (2)

The provision of services and (3) financial responsibility. Managers in six operational functions

And two periods concerning the role of marketing, market orientation, the value of the marketing function,

And the perceived performance of the company. The results show that the marketing function contributes to the perception of

The performance of customer relations, and the performance of new products beyond what is explained by

The market orientation of a company. The value of marketing is, in turn, a function of the extent to which it develops

The knowledge and skills needed to connect the customer to product and financial responsibility. For service companies,

The value of the marketing function is also positively related to the ability of marketing to connect the customer to the service


The marketing function in a market-oriented company

A functional marketing organization refers to the concentration

Responsibility for marketing activities

(Knowledge and skills) within a group of specialists

The advantages of functional structures are

Documented and include increased efficiency and capacity

Develop specialized and distinctive capacities. Risks include the challenge of coordination

Between specialized, cross-functional functions

Conflict, functional myopia and over-specialization.

Process organization refers to the dispersion of

Activities (knowledge and skills) through non-specialists

In the organization

Marketing your products and services depends on the following.




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