It directs the sum total of a company's resources in the creation and introduction of products and services to the market. Marketing supports sales, or in Navy terms ships carry boats. Marketing creates the company image, the company logo and the names for the products. It supplies the sales force with the bullets (products) for their guns (activity) and structures the profitability of the products and services. It tells the sales force what to sell, at what price to what customer. It is usually understaffed, over worked and not listened to enough. We can help.
Management Profiles usually finds that products are developed because another competitor, usually the market leader, offers them. The sales force can't live without them and management supports sales. This is usually a prescription for creating a stable of products that are unprofitable. We advise our clients that creating products that are not profitable creates unprofitable companies. You'd be amazed at how difficult the understanding of that premise can be. We suggest that senior management live by the rule that it will NOT create, sell or support products that do not make a profit for the company. Once that principle is adopted, then Management Profiles helps establish a marketing function that supports it.
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