MARKETING FOR MANAGERS
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MARKETING FOR MANAGERS
1. Are the corporate objectives clearly stated and do they lead logically to the marketing objectives?
Telstra is the largest telecommunication player in Australia’s market, however, the very essence of the organisation’s goals is to expand to a level where it changes the lives of a majority of Australia’s population. The company also aims to create simple tech solutions that are easy to used by everyone. It should be noted that it is hard for marketing goals to be out of line with the corporate vision as it is very generic and holds true for almost all companies, telecommunication or otherwise. (D. jyh-Fu Jeng, 2012)
The corporate objectives of firm are however very well defined and lead logically to the marketing objectives. The said objectives are also reasonable and achievable while being challenging. One of the Corporate goals was to increase the number of bundled plan customers by 1 million, but with clever marketing techniques and strategies Telstra was able to raise the number by 1.9 million in 2014. A further increase in business was brought in by marketing with 16 million customers in the domestic retail market. It is easy to see that the corporate goals of Telstra are directly linked to its marketing goals (Telstra Corporation, 2015)
2. Does the organisation follow the marketing concept, the selling concept or production concept?
The Selling and Production Concepts alienate firms from their consumers. It is almost impossible for service sector industries to capitalise on the said concepts and undergo the growth Telstra has seen. Telstra subscribes to the Marketing Concept which ties them closer to the consumer. Marketing concept works initially from studying and researching target market, figuring out their needs and wants. Then through