Marketing finance managers role needs to be converted.doc

 PAGE \* MERGEFORMAT 5 Marketing finance manager’s role needs to be converted Thinking shift from sales to a profit-oriented thinking, from the transition to the value of share of the market share, marketing, finance manager, the role of the compatibility and conversion, will be competing in the new round of enterprise bargaining chips stand out. First, market assets under a new marketing and financial relations The traditional view that the focus of marketing efforts in order to measure such indicators as market share, product market success, marketing manager emphasis on sales growth, but not too much considering the amount of profit. However, this concept is changing, senior managers have begun to gradually shift from a market share of thinking to focus on shareholder value and began to rethink the relationship between marketing and finance. In the new marketing and financial relations, marketing concepts and methods will be some changes. This change makes marketing efforts focused not only on consumer value and source of the market space, but also pay more attention to marketing decision created a market of assets of the cash flow, shareholder value and other financial consequences; the financial manager must also consider whether there tangible products, profits, the market value of assets for the shareholder contribution. In short, companies should broaden their horizons to a more comprehensive look at the relationship between marketing and finance (see Table I). Table 1: Marketing - Financial Relations In this article, the relationship between the two through the ‘market assets’ as a connecting bridge between the concept that the marketing efforts to gain market assets and market assets affect shareholder value. The so-called market assets is the company together with the results of the external environment. It is divided into two types: (l) relational market assets: includes company and major shareholder, wholesalers, retailers, consumers, pa