The Relationship Between Marketing And Strategic Thinking Is Explored

The application of marketing principles is widely accepted as the way in which larger companies generates profits and grow

. The supporting marketing literature has been developed over many years and has generally focused on established large organizations. In contrast, the literature surrounding small and medium sized enterprises and their marketing efforts is still in the development stage. The relationship between marketing and strategic thinking is explored in particular, the extent to which some organization feels that marketing is not relevant to their business needs. There is evidence to suggest that the formal approaches to marketing that have been established for larger organizations do not appear to be easily transferable to small organizations? Marketing exists to facilitate exchanges exchanges of value as perceived from both the supplier and receiver. Core to the understanding of value exchange is the nation that supplier offers something of less value of goods and services received is of greater value than the cost of obtaining them. The resultant satisfaction is shared among both parties.

The correspondence MBA course examines the nature of small organization and how they differ from larger organization. In addition, the relationship to marketing is explored to reveal how small organizations manage to create value that promotes profitable exchanges leading to customer satisfactions. As we learn in online education in India that sales and marketing is often the most dominant problem encountered by small business organization and yet it has been acknowledged to be the most important of all business activities and essential for the survival and growth of small business. The areas of marketing with the most frequent problems in small business were promotion and market research. The reason for this were that small businesses lacked the financial resources to employ specialists, that the resource constraints limited the ability of the company to search information and that a lack of a management information system limited the use of data already held within the organization.

Thus, the typical small business organization has limited resources, limited cash flows, few customers, is often engaged in management firefighting, concentrates on current performance rather than taking a strategic focus, often has a flat organization structure, has problems with sales and marketing and possibly has high staff turnover. The dynamic forces affecting small businesses create a very different environment in which business that is capable of manipulating the business environment to a degree.

In distance learning MBA course we learn that although marketing is an important business function, the relationship between its role within the organization and its relevance with regard to the business environment in which the company operates is complex.

by: kaliya

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