Chapter 14, Problem 1TAI1

Summary Introduction

To think critically about:

The influence of product convergence on the marketing manager’s job

Introduction:

Convergence is bringing together two different entities with the advanced computing and technology. The product moving to convergence integrates a distinct product which can provide far greater value than the individual product can deliver independently.

Answer to Problem 1TAI1

Solution:

There is a great influence on marketing managers’ job as he has to know the customer lifecycle from awareness to engagement and purchase, to retain and advocacy

Explanation of Solution

All organizations need manpower for meeting their goals. In the marketing of product the role of the marketing manager is crucial. The marketing manager has to ensure efficient functioning of the product.

Convergence product can provide a multi-purpose range of functions to the customers which will not require being in depth of products which are of a single purpose.

The marketing manager is in the new digital age where they have an opportunity to make a serious impact on how and how well they can attract and retain the customers of the organization. They should learn the language of growth and take their place at the leadership table. They must also have the knowledge of the company’s customers.

The marketing manager must be well conversant with the requirement for developing, nurturing and maintaining customer relationships and build their knowledge in their planning.

Conclusion

Hence the marketing manager has to understand the mechanics and economics of their organization and try to view the decisions through the eyes of customers they serve.