• ARI WAHYU HIDAYAT• MUHAMMAD IQBAL• WILDAN AFRIZAL• YOHANES DWIKI• YUNI ASIH

Managing Marketing’s Link with Other Functional Areas

Marketing and Other Functional Areas Provide Company Resources for Strategy Planning and Implementation

Resource Requirements forMarketing Strategies and Plans

Finance Production & Operations Accounting Human

ResourcesInformation

Systems

The Finance Function: Money to Implement Marketing Plans

Investors Expect aReturn

Capital Comes From Internal and External

Sources

Working Capital Pays

for Short-Term Expenses

Opportunities Compete for

Capital/Budgets

What Is Capital?Investor’s

Time Horizon Is Important

KeyFinancial

Issues

The CFO Handles

Money Matters

Other Efforts to Raise Capital

Winning Strategies Generate Capital

Debt Financing Has Interest

Cost

Expanding Profits May Mean Expanded Plan

Keeping the Money FlowingCash Flow – When Money Is Available

Improve Return of Investment

Marketing Mix Affects Capital Needed

Marketing Implications of Production Problems

Need to Produce Many Product Lines

May Require Outsourcing or a

Virtual Corporation

Difficulty in New Product

CoverageMay Require

Staged Distribution

Source Supply Wasted Marketing Effort

Slow Production Quantity

AdjustmentsStock-Outs

Where Products Are Produced Matters

Task TransferMoving

Production to Low-Cost Countries

Overseas Production Has Critics

Other Issues in ProductionMass

Customization Serves Individual

Needs

Producing to Order

Requires Flexibility

Mass Customizatio

n Is Not Mass

MarketingSometimes Batched Production Is Still

Necessary!

Accounting Data Can Help in Understanding Costs and Profits

vs.

Natural Accounts

• Formal Financial Accounting

• Examples:SalariesWagesSuppliesRaw

Materials

Functional Accounts

• Purposes for Which Expenditures Are Made

• Examples:MillingGrindingMaintenance

• Reclassify Natural to Functional• Reallocate Functional Accounts• Evaluate Profitability of Profit Centers

Cost Analysis Helps Track Down the Loser

Spreading Natural Accounts to Functional Accounts

Allocating Functional Costs to Customers

A More Detailed View of Costs

Profitability of Individual Customers and Whole Company

Enabling Marketing Strategy with Information System

Customer information must be secure

IT aids marketing strategy planning

Enterprise resource planning systems tie the firm together

IT capacity must align with marketing strategy

People Put Plans into Actions

New strategy usually require people change

People are important resouce

Rapid growth strains human resources

Communication helps promote change

Allow time for training and other changes

People Put Plans into Actions

Plan time for changes from the outset

Each change may result in several others

Investing in employees lowers costs

Cutback need human resouces plans

Marketing pumps life into an organization