3-4: Strengthening relationships between Marketing and other Functional Areas in an Organization Functional area Major Strategic orientation Marketing To attract and retain a loyal group of consumers through a unique combination of nd price facto Production To utilize full plant capacity, hold down per-unit production costs, and maximize quality control Finance To operate within established budgets, focus on profitable items, control customer credit, and minimize loan costs for the company Accounting To standardize reports, detail costs fully, and routinize transactions Engineering To develop and adhere to exact product specifications, limit models and options and concentrate on quality improvements To acquire items via large, uniform orders at low prices and maintain low Inventor To seek technological breakthroughs, improvements in product quality, and recognition for innovations Personnel To hire, motivate, supervise, and compensate employees in an efficient manner3-4: Strengthening Relationships Between Marketing and Other Functional Areas in an Organization Functional Area Major Strategic Orientation Marketing To attract and retain a loyal group of consumers through a unique combination of product, place, promotion, and price factors Production To utilize full plant capacity, hold down per-unit production costs, and maximize quality control Finance To operate within established budgets, focus on profitable items, control customer credit, and minimize loan costs for the company Accounting To standardize reports, detail costs fully, and routinize transactions Engineering To develop and adhere to exact product specifications, limit models and options, and concentrate on quality improvements Purchasing To acquire items via large, uniform orders at low prices and maintain low inventories Research and Development To seek technological breakthroughs, improvements in product quality, and recognition for innovations Personnel To hire, motivate, supervise, and compensate employees in an efficient manner Legal To ensure that a strategy is defensible against challenges from the government