职能管理：战略与战术的归位(国外英语资料).doc

职能管理：战略与战术的归位(国外英语资料) Host language: Although the market has many enterprise resources, but do not grasp the market resources, and therefore in the game with the sales department, will inevitably be kidnapped by the sales department, and in a subordinate position. Only by clarifying the position and function of the marketing department from the organizational structure and working process, can we fundamentally solve the position problem of the marketing department, and also can really solve the strategic development of the enterprise. The setting of marketing department of Chinese enterprises is usually composed of two departments: marketing department (Center) and sales department (center). But the construction of the marketing department, which has been entrusted with market planning, is always not satisfactory. In dealing with the relationship between the marketing and sales department, marketing department responsible people have aspirations blighted complaints. The marketing department is always in a weak position with the sales department. According to the requirements of marketing theory, marketing work should pay more attention to market planning and market research, and the marketing department in charge of this work is the strategic department and the leading department in the enterprise. The sales department responsible for the realization of the merchandise should be the executive department. And the actual operation of the enterprise and the normative marketing theory are conflicting. This brings a lot of confusion to managers in marketing management and marketing department. How do you understand the weak position of marketing department in sales department? How should an enterprise deal with the relationship between marketing department and sales department? The weak position of the marketing department in the sales department has led to the excessive short-term and speculative behavior of Chinese enterprises in marketing activities. If a single depar