Upload
afrizal-wildan
View
216
Download
0
Embed Size (px)
DESCRIPTION
manajemen pemasaran
Citation preview
• ARI WAHYU HIDAYAT• MUHAMMAD IQBAL• WILDAN AFRIZAL• YOHANES DWIKI• YUNI ASIH
Managing Marketing’s Link with Other Functional Areas
Marketing and Other Functional Areas Provide Company Resources for Strategy Planning and Implementation
Resource Requirements forMarketing Strategies and Plans
Finance Production & Operations Accounting Human
ResourcesInformation
Systems
The Finance Function: Money to Implement Marketing Plans
Investors Expect aReturn
Capital Comes From Internal and External
Sources
Working Capital Pays
for Short-Term Expenses
Opportunities Compete for
Capital/Budgets
What Is Capital?Investor’s
Time Horizon Is Important
KeyFinancial
Issues
The CFO Handles
Money Matters
Other Efforts to Raise Capital
Winning Strategies Generate Capital
Debt Financing Has Interest
Cost
Expanding Profits May Mean Expanded Plan
Keeping the Money FlowingCash Flow – When Money Is Available
Improve Return of Investment
Marketing Mix Affects Capital Needed
Marketing Implications of Production Problems
Need to Produce Many Product Lines
May Require Outsourcing or a
Virtual Corporation
Difficulty in New Product
CoverageMay Require
Staged Distribution
Source Supply Wasted Marketing Effort
Slow Production Quantity
AdjustmentsStock-Outs
Where Products Are Produced Matters
Task TransferMoving
Production to Low-Cost Countries
Overseas Production Has Critics
Other Issues in ProductionMass
Customization Serves Individual
Needs
Producing to Order
Requires Flexibility
Mass Customizatio
n Is Not Mass
MarketingSometimes Batched Production Is Still
Necessary!
Accounting Data Can Help in Understanding Costs and Profits
vs.
Natural Accounts
• Formal Financial Accounting
• Examples:SalariesWagesSuppliesRaw
Materials
Functional Accounts
• Purposes for Which Expenditures Are Made
• Examples:MillingGrindingMaintenance
• Reclassify Natural to Functional• Reallocate Functional Accounts• Evaluate Profitability of Profit Centers
Cost Analysis Helps Track Down the Loser
Spreading Natural Accounts to Functional Accounts
Allocating Functional Costs to Customers
A More Detailed View of Costs
Profitability of Individual Customers and Whole Company
Enabling Marketing Strategy with Information System
Customer information must be secure
IT aids marketing strategy planning
Enterprise resource planning systems tie the firm together
IT capacity must align with marketing strategy
People Put Plans into Actions
New strategy usually require people change
People are important resouce
Rapid growth strains human resources
Communication helps promote change
Allow time for training and other changes
People Put Plans into Actions
Plan time for changes from the outset
Each change may result in several others
Investing in employees lowers costs
Cutback need human resouces plans
Marketing pumps life into an organization