chap20 Managing Marketing’s Link with Other Functional A.ppt

1、Chapter 20,Managing Marketings Link with Other Functional Areas,Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services. Understand the ways that marketing strategy decisions may need to be adjusted in lig

2、ht of available financing. Understand how a firm can implement and expand a marketing plan using internally generated cash flow.,At the end of this presentation, you should be able to:,Understand how different aspects of production capacity and flexibility should be coordinated with marketing strate

3、gy planning. Understand the ways that the location and cost of production affect marketing strategy planning. Know how marketing managers and accountants can work together to improve analysis of the costs and profitability of specific products and customers. Know some of the human resource issues th

4、at a marketer should consider when planning a strategy and implementing a plan.,At the end of this presentation, you should be able to:,Resource Requirements for Marketing Strategies and Plans,Marketing and Other Functional Areas Provide Company Resources for Strategy Planning and Implementation (Ex

5、hibit 20-1),Marketing in the Broader Context,Cross-Functional Challenges Are Greatest With New Efforts,New Product Cross-Functional Challenges, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Investors Expect aReturn,Capital Comes From Internal and External Sources,Working Capital Pays for Short

6、-Term Expenses,Opportunities Compete for Capital/Budgets,What Is Capital?,Investors Time Horizon Is Important,KeyFinancialIssues,The Finance Function: Money to Implement Marketing Plans,The CFO Handles Money Matters,Forecasts May Become An Ethical Issue,Winning Strategies Generate Capital,Interest E

7、xpense May Impact Prices,Debt Financing Has InterestCost,Other Efforts to Raise Capital,Expanding Profits May Mean Expanded Plan,Cash Flow When Money Is Available,Improve Return of Investment,Marketing Mix Affects Capital Needed,Keeping the Money Flowing,Bertolli Pasta Sauce: The only leading brand

8、that goes from vine to jar in just one day.,Production Must Be Coordinated with the Marketing Plan,Need to Produce Many Product Lines,May Require Outsourcing or a Virtual Corporation,Difficulty in New Product Coverage,May Require Staged Distribution,Source Supply,Wasted Marketing Effort,Slow Product

9、ion Quantity Adjustments,Stock-Outs,Marketing Implications of Production Problems,Task Transfer,Moving Production to Low-Cost Countries,Overseas Production Has Critics,Where Products Are Produced Matters,Mass Customization Serves Individual Needs,Producing to Order Requires Flexibility,Mass Customiz

10、ation Is Not Mass Marketing,Sometimes Batched Production Is Still Necessary!,Other Issues in Production,Wizard Parts Company, an auto parts manufacturer, provides its customers with production flexibility. This could help Wizard support its customers with: Computerized reorder capabilities. Electron

11、ic data interchange (EDI). Just-in-time deliver (JIT). Any of the above. None of the above.,Checking Your Knowledge,vs.,Reclassify Natural to Functional Reallocate Functional Accounts Evaluate Profitability of Profit Centers,Accounting Data Can Help in Understanding Costs and Profits,Cost Analysis H

12、elps Track Down the Loser(Exhibit 20-2),Spreading Natural Accounts to Functional Accounts (Exhibit 20-3),Allocating Functional Costs to Customers(Exhibit 20-4),A More Detailed View of Costs(Exhibit 20-5),Profitability of Individual Customers and Whole Company (Exhibit 20-6),Bill Thomas, marketing ma

13、nager at ATI Service, conducts marketing cost analysis. He is correct when he says which of the following about marketing cost analysis: “Traditional accounting analysis fails to analyze the purpose of marketing costs.” “Marketing costs should be allocated to general overhead.” “Functional and natur

14、al accounts should usually have the same names.” “Functional accounts are the categories (like salaries and raw materials) to which costs are charged in the normal accounting cycle.” All of these statements are true.,Checking Your Knowledge,Sharon Gage, marketing manager at Yellow Hat Supply, wants

15、to calculate the cost of marketing some of Yellow Hats products to different target markets. Which of the following will she probably have to do: Reorganize some of the companys functional cost accounts into natural cost accounts. Allocate personal selling expenses into general overhead. Reclassify

16、all natural accounts into functional accounts. None of the above because it is impossible to link the costs of marketing to specific target markets.,Checking Your Knowledge,Growth Strains Human Resources,CommunicationPromotes Change,New Strategies Mean People Changes,People Important Resources,Allow

17、 Timefor Training,People Put Plans Into Action,Cutbacks Mean Planning,Plan Time for Changes,One Change May Mean Several,KeyIssues,Managing Changes,Marketing Enlivens the Firm,Interactive Exercise: Cross-Functional Decision- Making,Understand why turning a marketing plan into a profitable business re

18、quires money, information, people, and a way to get or produce goods and services. Understand the ways that marketing strategy decisions may need to be adjusted in light of available financing. Understand how a firm can implement and expand a marketing plan using internally generated cash flow.,You should now be able to:,Understand how different aspects of production capacity and flexibility should be coordinated