Example Answers for Marketing Management Essay

Identify and depict some jobs and challenges to selling directors in relation to alter and invention. Critically discuss the links between strategic selling direction and the alteration environment with peculiar mention to Levitt ‘s ( 1960 ) seminal article ” Selling Myopia ”.

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In the selling context, alteration brought about by economic recession, riotous engineerings use and want can all impact the stableness of market environment ( Sirmon, Hitt and Ireland, 2007 ). Global economic system is speed uping at a fast rate giving manner to competitory hazards and chances. Therefore, effectual strategic planning is incumbent that could assist sellers to last and better their company public presentation in disruptive environments ( Ireland and Hitt, 2005 ).

Change environment and strategic selling direction:

Strategic direction involves the function played by directors to aline concern organisation with altering environment. Mostly concern organisations are being regulated on narrow vision, hence in order to convey about alteration and invention, the corporate vision of organisation must be reexamined to specify markets in a broader context. This was the Southern Cross of Levitt ‘s article “ selling nearsightedness ”, i.e. sellers focus on the merchandises alternatively of client.

Harmonizing to him the environmental alteration is non a major subscriber in the jobs faced by industries instead it is the constricted stance of their selling directors or determination shapers. It is fundamentally the failure linked with the top direction ‘s inability to get by with the concern beyond the narrow confines of conventional production processs.

False myths like anticipation of an avid market portion due to increase in population, absence of replacements and entire trust on mass production lead to selling nearsightedness. Approach of the sellers should be client centric instead than merchandise centric as Levitt has truly given the illustration of Henry Ford, the laminitis of Ford Motors who adopted the scheme to decrease cost monetary value of autos to pull more clients. Technology can non ever vouch successful market outcomes hence sometimes houses have to give away their personal net incomes to derive long term market endurance.

The strategic selling direction and its interaction with the house ‘s environment drama a critical moderating function. As both constituents are regarded dynamic, it is less frequent that the houses succumb to the inclinations of selling nearsightedness. Contrary to that if the selling environment is inactive, nearsighted stance is inevitable and the house will hold to endure the effects. For avoiding nearsightedness, a house will hold to set with the altering market demands ( Lichtenthal, and Iyer, 2003 ).


Table: Typology of firm-environment links

To cover with the alteration environment, houses can develop new schemes with the assistance of Mckinsey 7S Model that have the inclination to anticipate difficult factors ( e.g. systems, construction ) and soft factors ( like civilization, instruction degree of employees, shared values etc ). The method is besides helpful for amalgamation and acquisition ( Egner, 2009 ).


Difficult Elementss

Soft Elementss




Shared Valuess




What are competences and capablenesss? Argue the importance of a selling director measuring concern competences and capablenesss in the fulfilment of corporate and selling aims. Use illustrations of competencies and capablenesss to exemplify your reply.

Competences and capablenesss:

These constructs of strategic direction refer to the ability of a concern organisation to supply the services being promised to possible clients. Both are interrelated but differ in their pertinence in the selling context. Competences might be regarded as the accomplishments possessed by a house on which the selling director or retail merchant can do strategic determinations. These can be brought about by supplying high degree client service or accomplishments like use of modern engineering by the selling company. An illustration of competences could be the CRM enterprises of the existent estate house, Barratt Developments PLC.

Capabilities are reflected through the concern organisation ‘s existent behaviour embracing the ability of the house to spread out its resource base in order to achieve competitory advantage in the market. They can be judged on the footing of house ‘s values, resources and procedures ( e.g. communicating and determination devising form ).

Importance of selling director:

Every concern organisation possesses some nucleus competences that are required to be critically evaluated for proper market working in approaching old ages. Therefore, directors of a concern organisation should get down developing and be aftering schemes to accomplish these competences beforehand. For illustration with the broad scale execution of the e-tailing construct, keeping and planing of a web site could be the competency that is deemed important for success among rivals ( Sullivan and Adcock, 2002, p. 323 ).

Skills can be bought in the retail sector yet the oncoming of developing accomplishments is regarded a better option.

Resources and accomplishments for illustration the retail staff human resources should be honed into the capableness for supplying a service at a specific selling degree. Harmonizing to Kotler ( 1997 ) for presenting satisfaction to the clients, a good selling director should be able to find the demands for client satisfaction and show them through organisation ‘s capablenesss.

By strategically puting in resources, development of capableness and competences should be planned by the selling directors in relation to the selling aims set Forth by the house based on the cognition of current concern environment and schemes that are possible to put to death. Although development of competences and capablenesss are sometimes hard to command, directors must foretell the hereafter demands by taking into history current demands ( Sullivan and Adcock, 2002, p. 323 ).


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