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Each subdivision has its own agendas, priorities and opposing ways of performing its responsibilities. An example of this is the acceptable length of time it takes to see results. Salespeople see planning in terms of short term objectives to meet customer demands. Marketing personnel use long term, strategic plans that focus on future profit, its longer time horizon a necessity. While a salesperson sees an acceptable time of accomplishment at approximately three months, a marketer would be willing to wait three years (Lipe, n.d.). Further instances of culture conflict between marketing and sales are with accountability and pricing...
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