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Manage unexpected events
- Marketing operates in a world of ambiguity. Every marketing situation faces some uncertainty and you need to be prepared when unexpected things happen. If you're not prepared, your strategy may derail and you end up losing competitive ground in the marketplace. Now, sometimes those unexpected events happen internally. The priorities in any organization are constantly shifting. You may have had everyone's full support for your programs only to find out that something's changed and now some other parts of the business are getting more attention. You may also have to face some disruptive factors like a company reorganization or cut back some budgets and headcount or you might get resistance from other departments. For example, what are you going to do if your new product is behind schedule causing you to miss the launch date? What if there are delays in manufacturing or shipping your products and you can't get enough products…
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