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210 X 275 mm approx.
Chapter Code : SMMC21
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Some of the strategic marketing issues in organizations include increasing competition, fast paced and changing nature of innovations which reduces the span of the product life cycle, organizational restructuring, increased quality consciousness of customers, lack of a skilled workforce, the changing demographics of consumers. The marketing department in organizations also faces various problems in its operations and in its relationship with other departments. The marketing department has to coordinate with various other external agencies like advertising, PR agencies, etc. Human relations problems may arise in these coordination efforts.
Coordination problems between the purchasing and marketing departments arise when the marketing department fails to inform the purchase department about the market situation.
The absence of timely, sufficient, and accurate feedback about marketing activities can cause various problems in an organization like the inability to control the marketing performance. The availability of effective and relevant information can help to reduce uncertainty and thereby help managers to take the right decisions. Marketing cost constitutes an important element of expenditure and it is determined on the basis of marketing objectives to be achieved. Marketing oriented companies primarily give importance to the satisfaction of consumer needs in their marketing efforts. Marketing planning is an ongoing process that takes place in organizations. The highly competitive marketing environment has led to the formation of network organizations like strategic alliances. Such network organizations also face various issues in planning, implementation, and control of the various marketing activities.
Increasing International Competition
Fast Paced Innovations
Organizational Restructuring and Mergers and Acquisitions
Increased Quality Consciousness
Lack of Skilled Workforce
Changing Demographics of Consumers
Corporate Social Responsibility
Problems in the Marketing Department
Human Relations Problems
Marketing Performance Assessment Problems
Problems in Obtaining Marketing Feedback
Problems in Information Handling
Issues Related to Marketing Cost
Management Issues Associated with Marketing Cost
Organization-specific Characteristics of Marketing-orientation
Market-specific Characteristics of Market-orientation
Marketing Planning Objectives
Marketing Planning Process
Functional and Business Level Marketing Issues in Network Organizations
Corporate and Enterprise Level Marketing Issues in Network Organizations