Business,Business plan,Marketing in Business

The company 's objectives and policies , organization structure and resources and strong influences on the marketing activities. The marketing manager needs to persuade the top management to change the organisational goals and policy, increase the resources and modify the organisation structure according to the need of the market.

The organisation's objectives and policy provide a framework within which the marketing activities need to be conducted . Organisation with profit maximization objective does not normally allow freedom to marketing to introduce an after sales program at the cost of profitability . An organisation that targets at creation and retention of satisfied customers will allow marketing to operate with the greatest degree of operational freedom.

Resources available to the organisation set a limit as how far the marketing program can go . Financial resource available with the company affects the size of the marketing budget . Human resources often limit production and marketing of new product . Technological resources affect innovations.