Internal and External Relationships of Manager
All business today is so much under th influence of government regulations that the marketing manager must keep well informed on the laws and administrative practices affecting the marketing of his company`s products and services. Furthermore, through personal effort and through cooperation with industry associations, he must do his part to prevent laws and regulations that place unwise and unwarranted restictions on the free marketing system.
On the other hand, the marketing manager must converse his time carefully. It is very easy for an outgoing type of executive to become so involved in contact with costumers or with association activities that he can not spend adequate time on his major internal responsibilities. Although a statement of relationships will not prevent unwise planning, the marketing manager will find it valueable to consider how much of his time he should devote to external activities. Which one are essential and which non-essential.
The need for a new Type of executive
It is apparent that the type of executive needed to fill the top spot in the marketing department is an individual very different from the one who run the sales department a few years ago. The scope of his job has changed from one of obtaining maximum sales volume for the company`s products to one of producing optimum profitable sales volume today and planning for tomorrow`s profitable growth. This change has accompanied other changes in business organization and pratice, including the setting up of separate research, development, and engineering departments.
In the chapters that follow we shall examine further what type of qualification he must posses. We shall look at his organization, the people he stuff it with, his planning procedures, his supervisions, measurements, and controls. We shall find out how he utilizes marketing research, how he plans for products to fill market needs, and how he advertises and sell for maximum profitable income. Finally, we shall learn how he develop himself and his managers, and we shall look into the crystal ball to see what the future may hold for the marketing manager of tomorrow.
Markering, indeed, is vital key to corporate profits in todays business environtment. How well marketing managers adapt the techniques developed bu our most successful and forward-looking companies will determine to a large extend the future profitability of their own companies.
Tags: manager, relation, relationship