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The director of marketing of a recently acquired trust company is faced with preparing a marketing plan for the upcoming fiscal year. Historically, the trust company has not had a marketing or sales function. The director faces some major challenges: establishing marketing's role in the trust company; helping the trust company be more accepted by the bank that acquired the company; helping the trust company move from its unprofitable start-up mode to a profitable operation. She wondered how to begin.
·To illustrate many of the organizational and conceptual issues in sorting out marketing versus sales activities in a large organization. ·To provide a complex example of the value of the marketing profit dynamic as a way of making and arguing for marketing decisions. ·To support discussion of how to undertake marketing planning ·To provide an example of financial services marketing.