At different organizational level, marketing role plays different characters. This organizational levels are Corporate, Business Unit (SBU) and Product/Market.

Organizational Level

Role of Marketing

Formal Name

Corporate

Provide Customer and Competitive perspective for corporate strategic planning

Corporate Marketing

Business Unit

Assist in the development of strategic perspective of the Business Unit to direct its future course

Strategic Marketing

Product/ Market

Formulate and implement marketing programs

Marketing Management

Three organizational levels require three types of marketing practice.

At the Corporate level, marketing inputs (e.g. competitive analysis, market dynamics, environmental shifts, etc.) are used to its corporate strategic plan.

At the Business Unite level, marketing bridges the current situation and the future desired position, by setting appropriate strategies for the favorable future.

At the product/market level, marketing formulates and implements marketing programs to support the perspectives of strategic marketing.