Reflection by
Globally, marketing has become complex activity in the business. Nowadays, the demands of the customers are changing, forcing organizations to upgrade the strategies of approaching the consumer. Companies base their success on the ability to convince and meet consumers’ demands. Organizations are mostly in a crossroad in achieving its objectives, which include profitability and growth. This is because there is challenging scenario between satisfying the client and achieving organizational changes. The primary message that the author is passing to the audience is to do with marketing issues and its transformation in the market place. Moreover, the author emphasizes on how to adhere to various factors that are meant to develop and build a best-run marketing organizations.
The primary audiences in this article are the stakeholders that are attached and work in the paths of marketing. Organizations are audience because they are always in contact with the consumer, and should always work in transforming marketing to meet the current consumers’ demands. Moreover, directors, managers, information technology officers in an organization form the group addressed in this case. The author addresses these audiences because they are involved in developing marketing framework, and establishing best-run marketing organization. Generally, the message is passed to the audience in order to understand the behaviors of the consumer.
In building the best-run marketing organization, the author has stated evidences and support to the intended audiences. The author asserts that marketing has undergone tremendous changes and organizations need to adopt these changes. In fact, marketing today is driven by technology, global competition, increased consumer control as well as proliferation of services and products. Technology is one of the important factors in marketing today; this is because it empowers organizational marketing through supporting growth and demonstrating value. In the past, marketing was seen as an art, and was not a rigors operation. Currently, it entails several activities that fully affect every department in an organization. Nevertheless, achieving positive outcomes in marketing depends on how resources are efficiently distributed, as well as the alignment of organizational measurements with the business strategy. Another evidence that the author states are the importance of marketing framework in achieving organizational objectives. In the marketing framework, there are important issues pertaining customers, channels and brands, whereby all strategies must surround. In this case, process effectiveness and efficiency process is critical in building a best-run organization. It entails, market analysis, marketing planning, marketing operations, marketing execution as well as measurement of results. The six factors that help in building a best-run organization include implementation of customer values-based-strategy, optimization of channel mix, effective management of brands, improvement of resource and process efficiency, leveraging customers’ insights, as well as increasing marketing accountability.
The authors’ conclusion is clear on the role of marketing in organizations. In fact, the author states that marketing role in organization continuous to grow daily. The continuous increase of global competition catalyses the market place on issues such as brands differentiation, efficient dollar advertisement, and marketing resources. Senior management of organizations needs to define an overreaching strategy that entails distribution channels, customers and brands. The role of marketing is to be to state and interpret cross-organizational process and programs that will ascertain proper customer’s approach and resource utilization.
The author is very specific and explanatory in communicating the marketing perspective. Nevertheless, the author has stated and explained each aspect of building a best-run marketing organization. Whereby, each aspect of marketing is stated and elaborated in a completely rounded manner. The message is of importance to the audience, since management and marketing is becoming complex, the primary information will help the audience transform the marketing sector and adopt the new customers behavior. Generally, organizations and audience addressed need to focus in satisfying the consumer, this is achieved by using both scientific and art approach in marketing.
