0602

Problem

Describe how the primary focus of marketing managers at the corporate level differs from the focus marketing managers take at the business-unit or functional level.

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Marketing strategies are generally customer oriented. The strategies are developed based on the requirements of the customers and develop the product before the competitors develop. Most of the organizations develop three levels of strategies, the corporate strategy, business- level strategy and the functional strategy.

1. Corporate level- The policies made in this level gives an outline in the development of strategies. This level explains how the company competes with others. Marketing in this level helps to assess the competitiveness and also the market attractiveness of the firm. Marketing enables better customer orientation in decision-making.

Managers play a very important role in taking the customers point of view while making decisions. These decisions are made based on the customer’s beliefs and values. The managers also have the responsibility of take care of the shareholders requirements.

2. Business level- This strategy how the organization fairs itself with other competitors. This level mainly coordinates activities to form proper strategies in an organization. The marketing helps in the planning procedures and gives details regarding its customers and competitors.

3. Functional strategy- The main aim of marketing in functional level is to coordinate and allocate resources to attain the objectives of the organization.

Marketing managers have to take utmost care while making decisions. The managers need to sensitive and should use communication tools sensibly and understand the requirements of shareholders, customers etc.