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Problem

A day in the life of a business marketing manager involves interactions with managers from other functions in the firm. First, identify the role of R&D, manufacturing, and logistics functions in creating and implementing marketing strategy. Next, describe some of the common sources of conflict that can emerge in cross-functional relationships.

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Step 1/2

Organization is said to be successful when the marketing manager integrates the functional areas of a company. The manager must understand the potentials of the departments like R&D, manufacturing and logistics. The manager should capitalise on the strengths of the departments and create marketing strategies. These strategies should benefit the customer requirements. The marketing managers have a major role of implementing the marketing strategies.

The R& D department takes care of the development of new products. There needs to be constant communication between the marketing and the R&D department. The manager in charge of the technical service would be consulted while developing a new product. The decisions regarding the expansion of product lines would have to be taken by the marketing manager.

The manufacturing department needs to manufacture goods and products according to the needs of the customers. The marketing strategy needed for the product must be properly communicated to the department. The marketing manager must render help in explaining difficulties.

Logistics department is responsible for packaging, transportation and warehousing of the product. It is the responsibility of the logistics department to develop according to the company’s needs with minimal costs.

Step 2/2

When the company does not do well with regard to a particular product there are chances of conflict between the departments. Every department tends to blame one another for not achieving success. Instead of blaming each other the managers should sit together, make necessary changes and work together to find solution for their problems.