ABSTRACT
In a total quality environment, there has been an agreement on product/service features and processes needed to produce those features. While marketing professionals are developing the annual marketing plan they must coordinate with other functional areas. In some companies, the marketing department may not follow the “classic” organizational structure. For example, in many industrial firms, the sales department is separate from marketing. Management’s familiarity with marketing professionals' proposed plan will also determine the right format. In the Micron case, the president was the person who reviewed the annual marketing plan. He was very familiar with the sales objectives, the overall marketing strategy, and to a certain extent, with the marketing activities necessary to carry out these strategies.
