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

At the end of this presentation, you should be able to: At the end of this presentation, you should be able to: Marketing and Other Functional Areas Provide Company Resources for Strategy Planning and Implementation (Exhibit 20-1) The Finance Function: Money to Implement Marketing Plans Other Efforts to Raise Capital Keeping the Money Flowing Marketing Implications of Production Problems Where Products Are Produced Matters Other Issues in Production Accounting Data Can Help in Understanding Costs and Profits Cost Analysis Helps 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) People Put Plans Into Action Managing Changes Interactive Exercise: Cross-Functional Decision- Making You should now be able to: You should now be able to: Key Terms You should now: 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 light of available financing. Understand how a firm can implement and expand a marketing plan using internally generated cash flow. This slide relates to material on p. 542. You should now: Understand how different aspects of production capacity and flexibility should be coordinated with marketing strategy 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 that a marketer should consider when planning a strategy and implementing a plan. This slide relates to material on p. 542. Summary Overview These are key terms