Reflection on Module 4

Reflections on Module 4 Concepts.

How would you go about communicating your desire for a strategic alliance to another organization?

My approach would be for the CEO’s of each company meet, during the meeting each CEO would present and discuss core competencies, culture and desired results of a strategic alliance. Depending on the size of the organization, the respective board of directors may need to provide input for any alliance. If the companies were complementary of each other then an alliance would be possible.

What would you have to do to persuade them to strategically align with your organization?

The general approach to persuade a company to form a strategic alliance would be to show core competencies being a benefit to the other company. Each company must a have a reason to align with an outside party. Increased access to buyers, supply chain, warehousing, access to knowledge, best practices and or systems are several areas to present to answer the ‘why” partner.

How is technology impacting marketing channel operations?

Technology is impacting marketing channel operations in many ways. The first is that marketing channel design impacts virtually every piece of the business. Technology is rapidly changing the speed and efficiency of information and the way consumers shop. For example, if a product or service matures and is mainly purchased online and a company is still marketing to consumers who shop in-store then money is wasted.
Technology assists companies to deliver the right goods at the right price and at the right time. Knowledge management efforts help marketing create the right sales promotions using push and pull strategies to create demand and interest. Technology to share information, gather information, target specific segments and increase speed to market all help create market advantages. Companies that grow competency to be flexible, share information and change rapidly are more likely to succeed.

How does a leader keep well-informed of what is happening in the marketing channels that may have a direct impact on the business activities?

A leader can keep informed the various customer feedback surveys, buying trends and shopping behaviors. All internal elements can be part of the design to advertising. Integrated efforts to generate increased demand may then be communicated to all channels in advance of media spend. The company is then synchronized on what the public message is.
Integrated Marketing Communications (ICM) systems are typically designed for external audiences.
As an effective leader, why would it be important for you to establish an IMC internally within your organization?

ICM efforts internally are important because the process bring together all elements of advertising, sales promotion, personal selling and publicity so that the organization present a consistent message.