Boundary spanning is a business term where it means the efforts by an organization to establish connections both within and outside the organization.Boundary spanning is vital to the effectiveness of cross functional teams and change management initiatives because as we work with others,two elements are key to success.The ability to establish and maintain healthy relationship with others as well as the skill to tackle disordered data and potentially a high degree of ambiguity in order to meet objectives,deadlines and goals.Business processing from product planning to distribution need an efficient management.In order to make sure the supply chain is efficient.The important of supply chain efficiency is ,it can cut down operating costs,enable shorter production period,faster distribution thus will enhanced productivity of the whole business.Supply chain efficiency is the main factor that contribute an organisations to maintain their competitive advantage.Organisations need to align internal organizational resources with external market needs in order to make sure the supply chain flows are smooth.
Cross functional and customer oriented boundary spanning marketing activities is needed in order to align internal resource with external.It is noticed that marketing generate value throught fulfilling three types of customer connections such as :
1. Customer product connection
2. Customer –service delivery connection
3. Customer financial accountability connection
These connections are very important to ensure that customer obtain valuable products ,service and financial information,but also generate important strategic information to guide technical development and managerial decision regarding daily activities of organisations.
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...keting managers commitment to the marketing department,the general manager and the organization.Supply chain efficiency is delivered in organisations where marketing managers are active in cross functional market information sharing and customer accommodation.There was two managerial implications.A supportive organizational environment that provide respect and psychological assurance is necessary before marketing managers take the initiative to shoulder the responsibility of breaking any internal functional barriers and accommodating customers needs.There was a strong link between marketing managers boundary spanning activities and supply chain efficiency.Strong cross functional and inter organizational synergy can be create whenever the marketing managers are capable of exchanging market intelligence across different functional departments within the organization.
Complex linkages are system of activities, business organization, resources, and information involved in transferring services and product from supplier of the product to customers. In complex linkage, the products and services from a single company interact in several ways. The complex linkage needed for a competitive business environment should focus on business management, connection with other countries, development of new markets, and technology.
This paper will describe the four elements of the marketing mix (product, place, price, promotion). In addition, it will describe how each element is implemented within a specific organization and how the four elements relate to that organizations marketing strategy. The company used in this example is both a product and service driven company and is in business for profit.
Scott and Westbrook (1991) and New and Payne (1995) describe supply chain management as the chain linking each element of the manufacturing and supply process from raw materials through to the end user, encompassing several organizational boundaries.
The purpose of this section of this report is to define the marketing concept; to explain what it means to be a market-orientated organisation; and to show that Tesco’s appear to be a successful, market-orientated company. Furthermore, that Tesco’s employ strategic relationship marketing to offer value to customers’; and achieve higher revenues and brand loyalty in return. Finally, to explain that being market oriented may also have some disadvantages if not carried out effectively.
To support this assertion Krivda (2004) cites the findings of AMR Research Inc. According to this research, companies that have adopted proper supply chain operation and management enjoy greater performance as determined by various financial measures. Specifically, excellence in supply chain can result in relatively accurate demand forecast therefore making such companies realize higher profit margin by approximate 5%, a 15% percent lower inventory, a stronger “perfect order rating” rating of up to 17%, and a comparative shorter cash-to-cash cycle time of about 35% (Krivda 2004).
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
” Chartered Institute of Marketing defines it as the management process responsible for identifying, anticipating and satisfying customer’s requirements profitably. However, there exist numerous definitions of marketing, it is always about “meeting existing needs and anticipating future needs” (Bagozzi, 1975). The marketing concept is a kind of recipe how a company can achieve its goals by understanding the exchange partners and associated costs, being a response to external opportunities and threats and to internal strengths and weaknesses as a means of competitive advantage (Houston, 1986). Bagozzi (1975) underpins this viewpoint, arguing that marketing is much about the exchange paradigm which focuses on the question why parties take part in exchanges and how these work.
Supply chain management has been defined as that process that involves the management of information, materials, and all the finances that are handled within and across the entire supply chain process (Christopher, 2016). The management is usually done through out the entire supply chain management from that moment when the suppliers are involved through all the manufacturing activities, different distribution activities, and the way that the products are served to the final product consumer (Turban, et al., 2002). The process also includes all the activities that different organizations offers to their customers as after sale services for purposes perfecting their services and products towards their highly valued customers (Christopher,
"A lot of companies think of supply chain as a cost centre. They don’t always see it as helping to funnel top-line growth." Supply chain touches practically every part of operations inside an organization: from determining client interest, to sourcing crude materials, to assembling, distribution and returns Supply chain is to adjust supply and request, for example the demand for goods and services. You need to get the right quantity and quality of goods and services
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
Since more than 25 years the idea of internal marketing has been discussed in a wide range of the academic literature. The confusion has been further increased several practitioners and researchers over the years as there is a great confusion about its exact definition but today IT is described as activities, actions and managerial directions an organization tool to attempt and inspire and generate employee and other shareholder to support programmes and processes that can help organization to achieve their goals and objectives. As we look its relatively short history, internal marketing has developed along three separate and distinct tracks. The early method suggested by Berry in the 1970 as he was working in the area of services marketing, he developed the idea that people were the most common classification for service delivery and their actions had a major impact on customers relation and retention. Later in the 1980, Gronroos introduced Scandinavian idea into internal marketing. He, Gummenson and other practitioners argued that the employee was an important part of overall product or service delivery comparison developed by marketing firm. Gronroos proposed that every employee should be trained as marketer- that’s include cross-selling or working with the customer retention skills that would enable them to build a good customer relationship management. The stability of the firm what is considered...
"Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas." (Dibb et al 2001, p1)
A supply chain is a network of facilities that procure raw materials, transform them into intermediate goods and then final products, and deliver the products to customers through a distribution system [1]. The basic objective of supply chain is to “optimize performance of the chain to add as much value as possible for the least cost possible.