You have recently been hired as the vice president of marketing for a medium-sized manufacturing firm. You are excited about the difference you feel you will make in the company's ability to successfully compete in the marketplace.

You are having a first meeting with the sales manager who reports to you.

You sense that she is not particularly impressed with your position and further conversation reveals that she doesn't really see why the company needs a vice president of marketing.

After all, she reasons, she is responsible for securing sales and the product is well established in the marketplace.

You recognize that you need her full support if you are going to be successful so you decide to write her a letter describing the advantages of having a marketing expert on the management team.

Just exactly what would you write to convince her of your value to the company?

Be sure to include as many aspects of the marketing profession that will illustrate how marketing is a necessary discipline in today's competitive global market.

Use examples of how potential problems can be averted through the use of proper marketing management approaches.