After studying this chapter you will: Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services; understand the ways that marketing strategy decisions may need to be adjusted in light of available financing; understand how a firm can implement and expand a marketing plan using internally generated cash flow;...
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Managing Marketing’s
Link with Other
Functional Areas
Trang 2Chapter 20 Objectives
1 Understand why turning a marketing
plan into a profitable business
requires money, information, people,
and a way to get or produce goods
and services
2 Understand the ways that marketing
strategy decisions may need to be
adjusted in light of available
financing.
3 Understand how a firm can
implement and expand a marketing
plan using internally generated cash
5 Understand the ways that the location and cost of production affect marketing strategy planning
6 Know how marketing managers and accountants can work together to improve analysis of the costs and profitability of specific products and customers.
7 Know some of the human resource issues that a marketer should
consider when planning a strategy and implementing a plan
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Cash Flow Statement
Debt Financing Sources of Capital Working Capital
Capital The Finance Function: Key Concepts
Trang 4The Production Function: Key Concepts
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Shared Distribution
Shared Distribution
Excess Capacity Production Capacity
Trang 5The Accounting Function
Marketing Cost Analysis and Interpretation
Natural Accounts
Functional Accounts
Adapt Accounting
Data
Trang 6Functional allocation breaks down costs by activity.
Remember, though, this breakdown is seldom the whole story. Market managers still need to interpret this information
Functional Cost Account Allocations
Packaging units
$ 1.70/Product A
$ 5.10/Product B
Functional Cost Account Allocations
Trang 7People are a Resource
New Strategies Need New People
New Strategies Need New People
Communication
Rapid Growth
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The Human Resources Function
Trang 8Working Capital
Debt Financing
Cash Flow Statement
Production Capacity
Virtual Corporation
Mass Customization
Task Transfer
Natural Accounts
Functional Accounts
Key Terms