Topic 7: Marketing Organization
The next set of questions focuses on the role of marketing within the firm.
Where is marketing located in your firm? (Check all that apply)
- Corporate
- Business unit level
- Brand or product level
- Field offices
What is marketing primarily responsible for in your firm? (Check all that apply)
- New products
- Positioning
- Sales
- Distribution
- Market entry strategies
- Advertising
- Pricing
- Customer service
- Market selection
- Innovation
- Brand
- Promotion
- Competitive intelligence
- Marketing research
- Customer relationship management
- Stock market performance
- Public relations
- Lead generation
- Social media
- Other:
Select the description that best captures the role of sales in your firm.
- Sales is in charge of marketing
- Sales is within the marketing function
- Sales and marketing work together on an equal level
- We don’t have a sales function
- We have a sales function, but not a marketing function
Information about customers and competitors: ( 7 point scale where 1=not at all and 7=all the time)
- Is collected on a regular basis
- Is shared vertically across different functions and business units
- Is shared horizontally across different levels of the firm and business units
- Shapes the design of firm strategies
- Influences the implementation of firm strategies
- Impacts the evaluation of firm strategies
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