What it is;
why it matters;
and how technologists can
interact with, support, and
add value to it
Today’s Agenda
The marketing function and
marketing decisions, including
R&D’s role
Return graded mid-term exams
The R&D-marketing interface: the
good, the bad, and the ugly
Readings/assignment for next
week: sales channels
Marketing
Responsibilities, Roles,
Relevance
Marketing is responsible
for
“marketing mix”
decisions
(C + 4P’s)
Customers/needs to be targeted
Customers/needs to be targeted
(segments)
Product (definition of the “whole
product”)
Price (levels and strategies)
Promotion (communication)
Place (sales/distribution methods)
If that’s what
marketing does…
who’s responsible
for revenues and
profits?
The only choices are…
….
Senior mgmt (CEO/president, group head,
...)
Marketing
R&D
Sales
Operations (manuf, service ops, logistics)
Support: IT, Finance, HR, Legal,
Investor Relations, Public/Media
Relations (PR), etc
What is Marketing’s
“true north” in making
mix decisions?
What is Marketing’s “true
north”
in making mix decisions?
Market and financial
objectives,
based on corporate
strategy/objectives (if
available),
Information, knowledge,
perspective, questions,
challenges, proposals,
opinions, votes………or not at
all !!
Mid-term exam grading
Each paper reviewed 3 separate
times (scan, grade, re-look for
consistency)