Linking Marketing to Other Functional Areas

Linking Marketing to Other Functional Areas

In many ways, marketing strategy is a focused version of the company’s strategy and, as such, should be aligned with the financial and other goals of the organization. For most organizations, growth is necessary in order to continue to fund innovations and market expansion and to create opportunities for existing and future employees. Growth, which affects the entire organization, is spurred by effective marketing, so it makes sense that marketing is integrated strategically with other organizational functions.

For this week’s Discussion, review the following scenario:

Your employer is planning to shift resources from employing a direct sales method to using distributors and creating an online direct distribution presence. As a marketing professional, you are asked to address the strategic impact of marketing on other functional areas of the organization.

Post by Day 5 a cohesive response to the following questions:

• Explain the impact of marketing on other functional areas of the organization by addressing the following questions:
  • What types of human resource issues should management be aware of and sensitive to when making this change in distribution methods?
  • Should your employer make the decision to eliminate the existing sales force? Why or why not?
  • Beyond human resources, what other functional areas should be involved in the implementation plan for the change in distribution strategy?
  • Based on the sales force decision you support, what ethical issues need to be considered? Thinking more broadly, what does this tell you about the connection of ethics to strategic marketing?