Can Mktng N Mfg Co Exist

Can Marketing and Manufacturing Coexist? by Benson P. Shapiro Marketing force play in companies that manufacture industrial goods very much complain just about the activities and attitudes of their manufacturing counterparts with laments such as: Why cant they flummox market-oriented or customer-oriented? Why are they so provincial? The manufacturing people, on the other hand, lament like this: The marketing people fill no understanding of costs, profits, plants, or operations. They are just a bunch of dumb peddlers. While some consumer goods companies, particularly those in fashion industries with broad ingathering lines (e.g., apparel, furniture), experience antagonism betwixt these cardinal key functions, the need for cooperation is much greater in the typical industrial goods company. In this article I get out begin by detailing the areas of necessary cooperation but authorization participation. Then, I will consider the causes of conflict. Next, I will put forward ways of managing the conflict by increasing cooperation and minimizing antagonism surrounded by the marketing and manufacturing functions. Finally, I will recommend an approach for fortify the two functions.

The Problem Areas The accompanying Exhibit lists eight frequent areas in which there is a strong likelihood of conflict in managing the marketing/manufacturing interface in an industrial company. permit us start by taking a adpressed look at each of these problem areas. 1. Capacity readiness and long-range sales forecasts. Beyond the day-to-day issue of what product do we make tomorrow or next week, integrity of the strategic areas of cooperation is capacity planning and long-range sales forecasting. It often takes a long time for a company to intensify its manufacturing capacity. If such a change requires a new or enlarged building, design and construction can take several(prenominal) years. The addition of new equipment can take up to two years in most industries. Even the hiring and training of additional employees to staff existing... If you want to get a full essay, found it on our website: Ordercustompaper.com

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