Premium Essay

The Changing Role of Marketing

In: Business and Management

Submitted By girly05
Words 12020
Pages 49
5Frederick E. Webster, Jr.

The Changing Role of Marketing in the Corporation
New organization forms, including strategic partnerships and networks, are replacing sinnple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business. .^ .,

OR the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Amdt 1979, 1981, 1983; Thorelli 1986; Van de Ven 1976; Williamson 1975) but seldom heard because, representing several different disciplines, they did not sing as a chorus. More basically, perhaps, few listeners were ready to hear the message or to do the intellectual work necessary to pull the several themes together. Like the Peruvian Indians who thought the sails of Ihe Spanish invaders on the horizon were some phenomenon of the weather and did nothing to prepare themselves for attack (Handy 1990). marketers may ignore some important information in their environment simply because it is not consistent with tlieir past experience.
Frederick E, Webster, Jr,, is the E. B. Osborn Professor of Marketing and Faculty Director for Executive Education, Amos Tuck School of…...

Similar Documents

Premium Essay

The Changing Role in Pharmacy

... The Changing Role Of The Pharmacy Technician • Article by: Nancy Giguere , Star Tribune Sales and Marketing • Updated: May 25, 2009 - 5:44 PM • In a changing healthcare environment, the role of the pharmacist has evolved from primarily dispensing to monitoring and managing drug therapy in collaboration with physicians and other providers. As a result, pharmacy technicians are beginning to take on some of the technical aspects of pharmacy practice. This means that better educated, more qualified technicians will be needed in the future. • Basic Duties • Technicians help licensed pharmacists dispense medication to patients. They receive the prescription, enter it into the processing system, prepare and label the medication and - after the pharmacist signs off on it - ring up the sale. • Some technicians with special training mix intravenous medication. "We also handle insurance and patient's financial questions. This is a very challenging part of the job," says Randy Cleem, a certified pharmacy technician at the Park Nicollet Clinic - St. Louis Park ( • New Responsibilities • Outside of Minnesota, tech-nicians are taking on additional responsibilities. In some hospital pharmacies, one technician now checks prescriptions filled by another - a function known as "tech-check-tech." • In other settings, technicians educate patients on the use of pillboxes and screen patients for......

Words: 1120 - Pages: 5

Premium Essay

Changing Role of Hospitality It Essaay

...information about our campers and their families. These fields are linked via hypertext, as our data is an enormous amount of incongruent information not designed for numerical analysis but personal evaluation by professionals (IT Business Edge Network, 2012). Being a summer program for special needs children, having all information live, in real-time and linked is crucial to provide the supportive program our campers need and the attention to detail our parents demand. Our camp has been running for over 40 years, so of course at that time this technology was only dreamed of by a few and certainly not available. At the same time, there were no other special needs residential camps in the surrounding area, so competition was non-existent. Changing Role of Hospitality Information Similarly, the advances in technology have affected the hospitality industry exponentially. Today’s customers expect and demand personal, instant, real-time information and attention. Of course, the hospitality industry continually strives to provide quality customer attention – that is the nature of the field. However, today’s technology gives hospitality organizations the capability to deliver quality customer service at a reasonable cost. This in turn generates competition between providers, giving the customer the ability to be discerning in the choice of vendor (Iverson, 2005). Competitive Advantage Having the latest software is a mandatory requirement for today’s hospitality......

Words: 711 - Pages: 3

Free Essay

Changing Role of Japanese Women

...Running Head: CHANGING ROLES The Changing Roles of the Japanese Women in Business Abstract Since the 1950’s the Japanese women have sought to change the traditional role of an office lady who becomes a housewife and a mother after marriage. This is apparent in their attitudes toward marriage and the family system. A new generation of educated women who are seeking a career as a working woman. After World War II women have developed a more individualistic approach to life. Women have waited until they are much older to marry, living at home longer, vacationing to Hawaii, and contributing to the economy with their disposable income. There has been a decline in arranged marriages, many women have taken jobs to find a husband on their own, and even after marriage and children they continue to work, which was inconceivable before the 1950’s. A popular view that is still eminent in the Japanese society is that working married women pose a threat to the family. With the new reforms and different attitudes towards traditional family life, gender inequality is still prevalent. This notion is expressed in a popular expression, “Good wife, wise mother” (Brannen & Wilen, 1993). The Changing Role of the Japanese Women in Business Like most cultures in our world, Japanese women were the patriarchal framework for many centuries. Compared to Western......

Words: 2152 - Pages: 9

Premium Essay

Hr and Its Changing Role

...Change agenda THE CHANGING HR FUNCTION THE KEY QUESTIONS Introduction The HR function and its evolution have been identified as key areas within the CIPD’s research programme. Despite a wealth of information that exists on the HR function, its role and its structure, and a vast amount of literature on the link between people management practices and organisational performance, there is little definitive evidence, either from the CIPD or from academic researchers, which gives a clear indication of the impact of HR structure and staffing on organisational outcome or performance. In particular, as many organisations embrace and implement the so-called Ulrich model, questions on the extent to which it meets their particular needs and what difference it has made to HR performance, stakeholder satisfaction and HR staff aspirations, have not been answered. This Change Agenda is based on the scoping stage of a larger piece of work, and it examines what we know about the impact of new structures and roles on the HR function, on the implications for skills and development of HR staff, and on the relationships with line managers. We will also look at how HR has measured its performance against this background. The result of this exercise will be to throw up a number of unanswered questions that will form the basis for the next phases of research. Phase one For this segment of the project we have undertaken two main pieces of work: we have explored the literature around......

Words: 23295 - Pages: 94

Free Essay

The Changing Role of the Relationship Manager

...The Changing Role of the Relationship Manager The relationship between wealth managers and their clients is not what it used to be. Public opinion of the financial sector, as a whole, has become sharply critical—people are outraged by the inability of the industry. Clients have become far less trusting and increasingly likely to jump to another wealth manager. But the relationship between RMs and their clients has actually changed well before the onset of crisis. Rise of the Product-Push Model before a Crisis At many wealth-management institutions, particularly the larger ones, the continuity of client relationships has— over time—been disrupted by organizational changes and the shuffling of client portfolios among RMs. In some cases, the goal was to bind the client more to the institution than to an individual advisor. In other cases, however, the institution itself simply could not maintain a consistent service model. At the same time, investors became more interested in diversifying their wealth across institutions. And as information about financial products became more accessible, some investors became self-directed. They tended to be less interested in holistic planning and more interested in specific types of support or investment recommendations. The role of the RM has also changed. Since the beginning of the decade, the RM has become less of a confidant and more of a salesperson. This shift was most apparent in the brokerage model, where RMs began providing......

Words: 902 - Pages: 4

Free Essay

Changing Role of Women

...The changing role of women in Australia has come about largely through waves of feminism. The first wave brought women the vote in federal and State elections. The colonies began to grant manhood suffrage halfway through the nineteenth century, however, women were not included in the begining. When Australia reached Federation in 1901, it was agreed that all women should be given the vote at a federal level since women from South Australia and Western Australia already had a State vote. In 1902 all women were given the vote in federal elections except for those who were Indigenous Australians, or of Asian, African or Pacific Islander descent. Despite the enfranchisement, no woman was elected to an Australian parliament until 1921. The first federal female parliamentarians were not elected until 1943. This is just one example of how enfranchisement fell short of truly improving the lives of Australian women or changing attitudes about them. Women were still seen as nurturers who had no other destiny than to marry and raise children. The few women who did work (excluding the wealthy who were involved in voluntary work) not only had to find paid work, but also had to carry the burden of all housework and child-rearing. The notion of what jobs a woman could do expanded during World War I, but women's role in public life was still very limited. Factors which brought about the women's movement Contrary to popular belief, women's groups and activists remained active throughout......

Words: 2429 - Pages: 10

Premium Essay

Changing Role of Hospitals

...Hospitals have always been a big part of communities around the world. The constant changes in environment, society, and people’s beliefes have led to different roles of hospitals. Although this is a very broad topic, this paper aims to briefly discuss the role of hospitals in the past, present, and future time. In ancient cultures, hospitals were not healthcare institutes as we know them today. The earliest documented institutes provided cure to sick people in temples. Sick people would go to house of worships to get cure for their disease. Furthermore, religious leaders also acted as healthcare providers (Wolper, 2010). As time progressed, hospital became a separate institute, but they were still controlled by religious leaders. These hospitals were viewed as a place for severely ill, house of poor, and place for pilgrims (Wolper, 2010). As structure of hospital started to develop further, in the medieval Islamic world, hospitals became a place were ill people were welcomed and cared for with qualified staff. During the modern era as science started to develop and scientist became more familiar with the human anatomy and physiology, modern hospitals started to appear in Europe. These hospitals were staffed with physicians and surgeons and served only people with medical needs (Wolper, 2010). Moving forward, current hospitals are technological advanced buildings that are staffed with well educated nurses, physicians, and surgeons. Although there are many hospitals that......

Words: 746 - Pages: 3

Premium Essay

The Changing Role of External Auditor

...the accounting records. The external auditors were given the power to obtain information and inspect the accounting records of the companies because of the nature of their duties. As stated in Companies Act 1965 section 174 (2)(a), the roles of an auditor is to report the consolidated accounts by give a true and fair view as required by section 169 and in accordance with the applicable approved accounting standards. In 1971, during the implementation of New Economic Policy (NEP), where after the eruption of violence between Malays and Chinese in 1969, Malaysia economy change its direction from to target foreign interest of free enterprises towards in the control of the government. By the strong presence of the government to improve and balance the economics including the incomes distribution and assets ownerships, Malaysian now has a shared goal together in socio-economic; and thus increase the demand for the independent auditors and present more existence. During 1980s, Malaysia was in economics recession where NEP was slowly being discarded by the local communities and come to an end. There are no any significant changes in the roles of the auditors in late 1980s when started the operation of KLSE and amendment of the Companies Act. Changing of the term of the audit license to two years make governing the auditing profession more effective under Companies Act 1965. There are also additional statutory duties for the auditors, which are to report any breach of any......

Words: 1490 - Pages: 6

Premium Essay

Women Changing Roles

...Women Changing Role’s in the 1920’s During the 1920’s women had began to change their roles in society to show that they can be more than what they appeared. Before the 1920’s women were second class citizens that came second in society, they did not have the same privileges as men did. Many women also did not have jobs which contributed to society because women were busy at home taking care of children and the house. Also the expectations of men were to be the supporters of the family which made women housewives. Women of the 1920’s were represented as well mannered and proper or a better term “Lady like.” Soon after they began to change how society portrayed them. Women’s changing roles in the 1920’s influenced other women to gain more responsibilities and show men that they are just as equal as they are, such as how they dressed, women’s patriotism, and women’s employment. Women’s roles changed because of how they dressed. Women’s fashion began to dress in a more risqué look with shorter clothing. This new fashion statement began to pick up a reputation and a name called Flappers. Flappers were women who dressed in shorter dresses showing more skin above their ankles that ended near their mid thighs. Their dresses came in various colors and styles, but what all their dresses had in common was silky material and loosely embroidered beading around each dress. Make-up was also one of the biggest and most commonly seen in flapper’s styles. “Five factors had become......

Words: 1472 - Pages: 6

Premium Essay

The Changing Role of Marketing

...THE CHANGING ROLE OF MARKETING IN THE CORPORATION Frederick E. Webster, Jr. For the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Arndt 1979, 1981, 1983; Thorelli 1986; Van de Ven 1976; Williamson 1975) but seldom heard because, representing several different disciplines, they did not sing as a chorus. More basically, perhaps, few listeners were ready to hear the message or to do the intellectual work necessary to pull the several themes together. Like the Peruvian Indians who thought the sails of the Spanish invaders on the horizon were some phenomenon of the weather and did nothing to prepare themselves for attack (Handy 1990), marketers may ignore some important information in their environment simply because it is not consistent with their past experience. The purpose of this article is to outline both the intellectual and the pragmatic roots of changes that are occurring in marketing, especially marketing management, as a body of knowledge, theory, and practice and to suggest the need for a new paradigm of the marketing function within the firm. First, the origins of the marketing management framework, the generally accepted paradigm of the......

Words: 12359 - Pages: 50

Premium Essay

Changing Roles of Emergency Managers

...CHANGING EMERGENCY MANAGER’S ROLES Emergency response to community needs has existed since humans started to gather in groups. Communities early in history had no specific roles. All members of the community were expected to assist when emergencies arose. According to written history, the entire community was expected to respond to fires, to open their homes to allow for triage, and every able-bodied member of the community was expected perform a role. Mayors, sheriffs, and other types of community leaders were by virtue of their office thrust into leadership roles when an emergency affected the community resources regardless of their experience. Today, Emergency Managers are often elected. They usually have a strong education and experience level. Emergency Managers are often trained with government resources, have a military background and are directly linked to Federal resources which continuously assist them in preparing for the next emergency. The most critical different is the speed by which the hazards change today. Early community leaders were rarely dealing with more than one issue at any given time, but today’s managers may be responsible for an enormous population and the additional hazards which lie within. Any natural disaster can initiate a chain of problems from HAZMAT spills to infectious disease outbreaks and today’s Emergency Managers have to be prepared for everything to happen at once. Early American history showed keen understanding of the......

Words: 926 - Pages: 4

Premium Essay

The Changing Role of the Marketing Professional in a Competitive Career Driven Market

...THE CHANGING ROLE OF THE MARKETING PROFESSIONAL IN A COMPETITIVE CAREER DRIVEN MARKET A research report presented to IMM Graduate School of Marketing In partial fulfilment of the Postgraduate Diploma By Gerhardus Francois Nel Student Number: N67513 July 2012 Supervisor: Dr Sidney Shipham Executive Summary The marketing profession worldwide has for the last decade been under pressure to show its worth. Marketers are finding it harder to show value and at an executive level, this is even more pronounced. The lack of being able to show clear return on investment in their activities has meant that many marketers and indeed marketing departments are being questioned as to their role in the fulfilment of the business strategy. In the light of all this negative attention, marketers themselves have not branded themselves as strategically important and through the ever increasingly complex role of a marketer today, the gap between how marketers are viewed by their counterparts and how they view themselves, has begun to show. In an effort to establish how marketers view themselves, their perceptions of their value and how that impacts on their career advancement and acceptance at an executive level, the research aims to highlight the need for a professional marketing standard in which marketers can gain a positive impression of themselves and the profession in general. Simply having a recognised qualification will obviously not be the only solution but the subsequent......

Words: 14595 - Pages: 59

Premium Essay

Hr Practitioners Changing Role

...must be a challenge to a human resource manager. They have to find common ground among the different generations. Each generation has different needs and wants when it comes to employment. Human resource managers have to find the best way to communicate to all of them, and also find the best way to ensure they all get the training required and needed evaluations to move forward in their different careers. We have Millennials working alongside Gen Xers and Baby Boomers. There is a distinct difference in work habits and expectations between the generations, too. Boomers are a very loyal generation, and are more likely to stay in a job for a much longer period of time, where Millennials and Gen Xers stay a much shorter time period, changing jobs and even careers much more often. They are also more educated that the Boomer generation, with most holding Bachelor’s and even Master’s degrees. Motivation, work values and attitudes differ with the three generations, as well. Baby Boomers tend to be more workaholics, and they expect to be rewarded financially by doing so. They also make more sacrifices, putting work near the top of their priority lists. They value being able to contribute to their organizations, and feeling that they are indeed needed is of great importance to them. The Boomers are also working longer and delaying retirement. The recession and the financial fallout greatly affected their 401K amounts and the savings that they had counted on to guide......

Words: 1431 - Pages: 6

Free Essay

Changing Role of Hospitality It

...Changing Role of Hospitality IT BIS/303 August 26, 2013 Changing Role of Hospitality IT Hospitality business information technology systems have advance in technology because the older days of hotel telephone workers and recordkeeping by hand. Managers in the hospitality industry have influential devices or systems within hands reach. This allows them to achieve a bigger picture in the organizations operational environment and the financial situation by using the information technology systems. Hospitality services have increased throughout the years of time, making managers oblige to finding better technology systems and means to manage information technology produce by the organization’s daily operations. This modern technology is converting information into data, the managers can use this information to maximize revenue with the organization’s investments that was once impossible to compile by hand. Regardless of the geographical distance statability gives business rank managers the ability to access data instantly from numerous restaurant or hotel sites. This system uses web-base tools to gain and distribute data or information to the hospitality managers. Statability uses an assortment of data mining tools to mine data from hotel and restaurant hospitality systems in use worldwide (Nyheim, McFadden, & Connolly, 2005). The data generate in the reports by this application from the statistics gathered from the information technology system is accessible...

Words: 741 - Pages: 3

Premium Essay

Changing Role of Hr Management

...Changing Role of HR Management MGT/431 May 9, 2011 Human Resources Roles The ancient Egyptians were the first true Human Resources practitioners, harnessing the potential of their people to achieve a common goal (The value of HR, 2009). The pyramids were built by skilled laborers recruited for their skills and received regular salaries. Although some of the functions of human resources remain the same, much has changed. Many businesses have expanded their operations overseas and around the world. This change in globalization caused necessary changes in technology, diversity, e-business, ethics, and the role of Human Resources management. Globalization In order to stay competitive, a number of companies moved the manufacturing portion of their businesses to countries for their lower labor costs, higher levels of workers education, and technological advantages (Gale Group, Farmington Hills, Michigan, 2009). Many functions have shifted to India, the Philippines, Malaysia, and other countries. Other businesses expanded their operations to foreign markets. According to The Economic Policy Institute, a Washington think tank, American companies have created 1.4 million jobs overseas this year (Gogoi, 2010). Because of an increased global workforce, organizations in the United States must expand call center hours and offer language training programs to employees to communicate effectively with their counterpart overseas as well as customers. The Human Resources......

Words: 853 - Pages: 4