Marketing Systems & Structure for Penton Ltd
When experiencing growth problems within a company it could be because the company is not marketing orientated. This is because when products fail to sell and customers are no longer loyal to services provided, it then creates a financial problem for the organisation. This then puts the company under threats as they are in a vulnerable position within the market. The overall structure and systems within the company will then begin to shutdown. There will be lack of strategic product planning and performance levels will begin to slump due to poor marketing systems. In relation to the case study, this is the case of Penton Ltd. These marketing systems entail marketing information, intelligence and control. These systems are put in place in order to aid organisations like Penton ltd to utilise superior information attained and gain a competitive advantage.
Marketing Information System
Marketing information systems are designed to give managers the right information, in the right form, at the right time in order to help them make better marketing decisions. These systems are information systems, which consists of people, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers. ((Marketing Management, P. Kotler, p.g 123, 11th Edition). In relation to Penton ltd, it is this information that they lack within the organisation. According to the case study the consultants’ initial reports highlighted a part, which was considered as a ‘focus of attention’. This was the fact that, ‘Penton Ltd generally has disappointing performance and high failure rate of new product launches over the past few years’. This is because of lack in communication and they are not utilising MIS (Marketing Information Systems). MIS will enable Penton Ltd to assess the information needed in order to implement and new products. However, It is very important...
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