Technical Marketing

Author: (Japan) NUTURENETWORKS / Country: Mainland China
Publisher:
Publish Date: 2006-07-01
Features:
7. The form of future marketing activities
Due to the sharing of marketing strategies and market information, technicians can also design marketing strategies. In the past, when we examined high-performing companies, we found a common trait: employees across all departments and levels were deeply concerned about customers, and all new market information was fully shared within the company. These companies mostly operate using the "future" model. In summary, the company's organizational structure allows everyone involved in the processes of the model to access market information and build positive relationships with customers. The prerequisite for achieving this model is the sharing of marketing strategies. In such companies, processes proceed simultaneously and in parallel (Concurrent), enabling the company to quickly respond to changes in customers and the market by providing relevant products in a short time. In contrast, the flowchart of the "traditional" model shows that primarily the sales department interacts with customers, while other departments are excluded and can only operate based on internal information. This is a sequential model (Sequential). Just like the "future" model shown in the diagram, in organizations that share marketing strategies and market information, as long as individuals possess leadership qualities, they can become project leaders for marketing strategies. The company selects departments and talents based on market competition conditions and the project outcomes pursued under such conditions. This applies not only to leaders but also to ordinary employees. In manufacturing, marketing is often constrained by product innovation. Therefore, if the project is long-term, the research and development department typically becomes the project leader for marketing strategies; if the project is medium to long-term, technicians from the development and design department or the business department often take on this role. For example, in the "future" model companies mentioned earlier, even if the leader comes from a technical department, they can be responsible for the marketing strategy from the very beginning to the very end. P14