3.3.4 Making marketing decisions: Co-ordinating the marketing mix with other business functions.

Question 1

What else does the success of the marketing mix depend on?

Answer 1

The functional areas of the business, such as operations, finance and human resources.

Question 2

Provide an example of co-ordination within the marketing department.

Answer 2

Their aims must be consistent with the operations/production departments approach. If the marketing mix is aiming to create an upmarket, quality image, it is vital that the products being manufactured meet this requirement.

Question 3

Provide an example of co-ordination within the finance department.

Answer 3

Co-ordination is needed between the finance and marketing departments. If the marketing mix is ambitious, it may be necessary to curtail certain marketing activities if there is insufficient funding. However , if the marketing department can justify the expenditure, the finance department will investigate sources of funding.