Difference between traditional and old concept of marketing?

1899

6. NEED OF ONGOING MANAGEMENT CYCLE( Case Study ) Sidney Greenburg was appointed the position of the director of marketing for a small electronics component manufacturer. The company had its revenues growing at the rate of 20% each year and in 1982, they were at 30 million level The president felt that the growth of the company required serious planning efforts to determining strategies product emphasis and new product development. Mr. Greenburg realising the need to develop the marketing plan developed a suggested format to obtain inputs from his regional sales managers. The format to obtain divided into two parts (a) territory brief for established status of sales activities and (b) territory plan asked for identification of key goals, strategy & resources required to accomplish stated goals. Sales forecast by products was requested for 3 plan Yrs. Tom Rosenfield was the marketing manager for Europe He was previously in the engineering department & was assigned to Europe because of his technical& Foreign language capabilities. He replied to Mr.Greenburg as follows: “While I will complete the forms on the country brief& country plan promptly I have some conceptual problems with them time& time again we have been requested for projected figures I remember putting together a presentation for the Executive Vice-President (VP) & Treasurer last year. Great we educated those guys but what are the results of such formality? The projections have not yielded specific results, resources are used at a minimal level & we are not generating needed sales. So it is my contention that while goals projections& forecasts provide immeasurable guidance for a company with stable sales & developed product lines, for us a fledglings (young) industry, they distract from the job at hand. My plan has always been to hit the market- as hard I am able & I believe this should hold true for all other regional managers. We have large amounts of resources held up in ineffective’ marketing planning efforts such as these need to redirect these efforts to self rather than compile data. We need more people beating the pavement (action) rater than sitting on their desks developing plans& strategies (contemplation) Sell, sell, sell. Get the backing as big as possible. Planning is wasteful. Let us concentrate on aggressive sales & optimize sales volume at any cost. A. What has Mr.Greenburg not done to accomplish his planning tasks? B. Is Mr.Rosenfield right in making his comments in response to Mr. Greenburg’s request? C. Is Mr. Rosenfleld performing his management function. D. What would you do if you were Mr.Rosenfleld’s boss?

2364

describe a time when you anticipated potential problems and developed preventive measures

2164

Up to what time we can show TDS Receivables under Advance Income Tax A/c?

3063

financial management what will your out look towards maintenance of liquid assets to ensure that the firm has adequate cash in hand to meet its obligations at all times? i need answer in 5 to 6 pages please help me

2036

what can be negative point for the interview for event mngt

2123

NGOs have become a lucrative business

3015

EOQ formula ? and tell me about that???

2074

show that excise tax or sales tax imposes a Higher welfare cost than a lump- sum income tax of the same amount.

1957

what is strategy and strategic planning?

2216

i am mangesh . now i am, pursuing MBA(1st yr) from pune university.i am selected in SBI clerical exam 2010.tell me is there any worth for me to join SBI. will i get promotion ?? after how many years??? is there any condition of bond to join SBI ???

2171

as a logistic manager in an aviation company,what are 5 steps you would take to ensure that your company regain the lost market share,after dwindling sales of tickets?

2155

IS ANYONE FROM GUJARAT RECEIVED JOINING LETTER OF BOB CLERK 2011 , KINDLY POST IT or CONTACT BY EMAIL. sinhasanjiv73@gmail.com

2286

why do u select to do MBA in HR after doing B.Sc in physics?

2305

What is the difference between Bank rate and Repo rate?

2150