MARK 451 Lecture Notes - Market Segmentation, Sun Microsystems, Herd Behavior

• School: Concordia University
• Department: Marketing
• Course: MARK 451
• Professor: Gad Saad

Document Summary

In this sense, a firm"s marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization"s marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the r&d department to create a prototype of a product/service based on consumers" new desires. The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm"s finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation.