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Essay / Research Paper Abstract
This 3 page paper explains why operations and marketing are two important parts of any business, as well as why they should work in unison. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: RG13_SA01144bam.doc
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Unformatted sample text from the term paper:
operations and marketing are not in sync, the customer and the business will suffer. Marketing and operations must be integrated in order to assure overall success. This is largely
attributable to the fact that while marketing attracts clients, operations are integral to keeping them. If the marketing effort is strong, for example, but operations are not up to par,
word of mouth will quickly thwart any marketing program. Verma (2007) writes: "Many top managers continue to view marking as a business function" (129). The author goes on to note
that this is a narrow perspective (Verma, 2007). If marketing is compartmentalized and is not aligned with the various functions of the operation, "everyone loses sight of the customer" (119).
A customer service orientation should be a part and parcel of both the marketing part of the business and operations. How should marketing and operations work together? It is
sometimes difficult to effect a unison of thought, but stellar leadership is a part of the equation. That is, the CEO and CFO must take steps to align everyone in
the company so that they are on the same page. Those in the marketing department should be familiar with what people are doing in various areas of the firm. Though
this, their marketing efforts will best represent the firm. Although marketers have the best intentions, they often vie on the side of presenting a firm in a very positive light.
This is good, but the marketing materials must be realistic too. In other words, marketing must be truthful to be effective. Promising a client too much can backfire if operations
is not on board. While the marketing department may not make specific claims, word choice should reflect how operations actually exist within any company. Operations is a term used
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