Group 1 Andy Huynh Joshua Jackson John O’Dell Shlagya Rajasekhar Lindsay Svarckopf Rachel Wentink Integration of Functional Areas

Introduction What is Marketing? Marketing is the process of Determining customer wants and needs Designing products and services that satisfy those wants and needs Functional Areas Production Operations Research and Development Information Technology Human Resources Finance and Accounting

Marketing Production / Operations Finance/ Accounting Informatio n Technology Research & Developme nt Sales & Other Marketing Groups Customer Service Quality & Regulatory Administratio n Human Resources Integration to Marketing

Administration Five Elements Planning - deciding in advance what to do, how to do it, when to do it, and who should do it. Planning lays the path for the organization. The planning function involves establishing both short-term and long-term goals. Organizing - identifying responsibilities to be performed, grouping responsibilities into departments, and specifying organizational relationships. The purpose is to coordinate all elements of an organization. Staffing - filling job positions with the right people at the right time. It is determining staffing needs, writing job descriptions, recruiting, and screening people to fill positions. Directing - leading people to achieve the goals of the organization. This involves allocating resources and providing an effective support system. Controlling - evaluates quality in all areas and detects potential and actual defects in regards to the organization's plan. This can ensure high-quality performance and products. Marketing within Administration: Integrated Marketing Communications and Vertical Integration

R&D working with Marketing Business Case (Phase 0) Feasibility (Phase 1) Planning (Phase 2) Design & Development (Phase 3) Qualification (Phase 4) Launch (Phase 5) Marketing and R&D work together in development of new products and modifications to existing products New product introduction Marketing researches and determines customer needs and shares with R&D R&D determines project feasibility Groups work together throughout product development cycle to evaluate tradeoffs and plan product commercialization Marketing commercializes new product Existing products Product issues are submitted from the field Issues are examined and resolutions identified by R&D Resolution options are explored by marketing and other team members Path forward is chosen

Quality and Regulatory working with Marketing Quality: Monitors the quality of incoming and outgoing parts and products, internal processes, manages internal and external audits Writes quality management steps processes that marketing must follow Audits sales collateral developed by marketing Audits literature pieces tied to the product – i.e. manual, labels, etc. Interacts with marketing on product development core teams Regulatory: Ensure current and future products meet regulatory requirements, manage corrective actions, customer notification letters, owns government agency relationship Helps marketing understand regulatory guidelines and ensure compliance Audits sales collateral developed by marketing Works with marketing to send out customer notifications and corrective action letters

Marketing working with Marketing Strategic or Product Management Marketing Develops 3 to 5 year strategic plan for business Creates business case to develop new products to meet market needs Manages the product life cycle Tactical or Commercial Operations Marketing Post sales support marketing organization Manages existing product line from launch through obsolescence Supports sales organization Commercialize new products Creates annual marketing plan Marketing Communications Internal group or external agency Supports tactical marketing group Drives leads to sales organization Assists tactical with annual marketing plan development and implementation

Sales Not synonymous with Marketing Seeks to capitalize on marketing effort Utilizes marketing aids to produce sale Bridges the gap between marketing and the consumer Becomes a data source for future marketing efforts If they do not talk the company will fail to reach customers effectively

Production/Operations Production Objectives Right Quality - The quality of the product is established based upon the customer's needs. The right quality is not necessarily the best quality. Right Quantity - The manufacturing organization should produce the right quantity of product. If not enough production there will be shortages. If excess production, there will be increase in cost and liquidity for the company. Right Time - Getting products where they need to be in the timeframe they need to be there. If a company does not adhere to this they risk losing vendors, suppliers, and customers. Efficient Production Cost - These costs are established before the product is actually produced. The organization should do their best to adhere to the production budget to control costs and be as efficient as possible.

Human Resources RecruitingHiringDeveloping Human Resources

Collaboration

Customer Service Voice of the Company Sales Complaint Handling Insight into Customer Trends Customer Service

Finance and Marketing Prepare periodic profitability reports of products, market segments, channels and individual customers Prepare bills and invoices tailored to customer’s needs Help understand marketing budget and expenditures like advertising, sales promotions, discounts etc. that produce long term customer preference and brand loyalty Tailor financial package to suit customer’s financial requirements Decide on customer’s creditworthiness quickly Help answer customer queries courteously and quickly

Advancement today’s advertising channels Integration marketing communications Mission Digital Advertising Mass media Social networking Real-time communications and text messaging marketing Electronic devices Information Technology (IT)

Freedom, capability, features Subscription choice Information Systems Data into Information Using IT power to reach the right customers at the right time Promote brand loyalty to gain competitive advantage IT – Customer relationship Management

Lower costs, bigger impact Relevant advertisements Web browsers and Cookies Creating awareness Customer Retention Effective Marketing with IT

Synergy and harmony Consistency in transmission of messages Improves CRM Customer retention and acquisition “Bang for Buck” Investment Cost-Benefit Internal and External Gain a competitive advantage for long term success Integration of marketing communications