Strategic Marketing Management
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Chapter 21 : Strategic Issues in Marketing
Organizational Pressures
Increasing International Competition
Fast Paced Innovations
Organizational Restructuring and Mergers and Acquisitions
Increased Quality Consciousness
Lack of Skilled Workforce
Changing Demographics of Consumers
Corporate Sustainability
Sustainable Development
Corporate Social Responsibility
Stakeholder Theory
Corporate Accountability
Problems in the Marketing Department
Human Relations Problems
Marketing Performance Assessment Problems
Coordination Problems
Problems in Obtaining Marketing Feedback
Problems in Information Handling
Issues Related to Marketing Cost
Management Issues Associated with Marketing Cost
Marketing-Orientation
Organization-specific Characteristics of Marketing-orientation
Market-specific Characteristics of Market-orientation
Planning Orientation
Marketing Planning Objectives
Marketing Planning Process
Organizational Issues
Functional and Business Level Marketing Issues in Network Organizations
Corporate and Enterprise Level Marketing Issues in Network Organizations
Chapter Summary
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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.
Marketing performance assessment creates problems as the
performance depends a lot on factors external to the organization. The
marketing department may face coordination problems among the various
marketing subsystems as well as with other departments. Coordination between
R&D and the marketing department can result in better products being
introduced in the market that can meet market needs better. |
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Coordination problems arise between the production and marketing departments
on account of the conflict of interests between the two departments as well
as communication problems. 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.
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Short Case Studies / Caselets