Performance management challenges and opportunity
At the highest levels, marketing functions include planning, organizing, directing, and controlling the decision-making regarding product lines, pricing, promotion, and servicing. Marketing must assess consumer wants and needs, determine the best placement for a new product or service, then develop strategies to educate customers about products and services, persuade them to buy, and then enhance post-purchase satisfaction. Marketing departments must support the sales force with campaigns, promotions, and collateral materials, and track costs for all programs, including its own market research.