Description
The WSJ, page B4, dated March 27, 2018, has an article of Spotify. Assume that the article is factually accurate and correct, in what ways can you see the shift in orientation to growth changing the role and function of Marketing in a high tech firm.
Your paper should be no more than 4 pages 1.5 space 12pt type in length.
Explanation & Answer
Attached.
Running head: CHANGING ROLE AND FUNCTION OF MARKETING
Impact of Shifting Orientation to Growth on Role and Function of Marketing
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Institution:
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CHANGING ROLE AND FUNCTION OF MARKETING
Impact of shifting orientation to growth on role and function of marketing
Marketing forms a major component of business practices as far as growth is
concerned. However, different companies adopt different approaches to marketing. According
to Kotler & Armstrong (2018), marketing has been traditionally meant to boost the
performance of the business and has over time been a subset of growth. This is often a
practice that has been funded through the income that has already been generated by a
business. By so doing, classical marketing thus calls for invocation of marketing practices
when a new market has been identified or in the event that a business shows a potential to
reimburse the incurred marketing expenses. Moreover, adopting irresponsible or brutal
marketing could at times hurt the business as it could significantly raise the cost of operations
and consequently leading to a loss. However, the role and function of marketing are being
redefined by companies like Spotify, and that have converted marketing to a growth driver
regardless of the prevailing factors.
Marketing is no longer being developed as a component of the generated p...