22-1 Chapter Questions What are the trends in marketing practices? How are marketing departments organized? What are the role of marketing in organizations? What skills are necessary for successful marketing? Can companies be socially responsible?
22-2 Trends in Marketing Practices Merging Globalizing Outsourcing Reengineering Flattening Focusing Benchmarking Supplier partnering Customer partnering
22-3 Organizing the Marketing Department Functionally Geographically By product By brand By market Matrix By corporate/division
22-4 Functional Organization
22-5 Vertical Product Team PM = Product Manager APM = Associate PM PA = Product Assistant
22-6 Horizontal Product Team PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer
22-7 The Product Manager’s Interactions
22-8 Triangular Product Team PM = Product Manager R = Market Researcher C = Communication Specialist
22-9 Marketing at the Corporate Level To promote a culture of customer orientation To be an advocate for the customer To assess market attractiveness To develop firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers
22-10 Necessary Skills for Marketing Programs Diagnostic (“Analytics” Implementation Evaluation Interaction with corporate level
22-11 Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control
22-12 The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?
22-13 The bigger picture Corporations exist as part of society what do they do to help? (Besides earn a profit for shareholders)
22-14 Corporate Social Responsibility Marketing efforts using the resources of the company to enhance society.
22-15 Corporate Social Responsibility Legal behaviour Ethical behaviour Socially Responsible Behaviour
22-16 Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
22-17 Cause-Related Marketing
22-18 Branding a Cause Marketing Program Self-branded: –Create Own Cause Program Co-branded: –Link to Existing Cause Program Jointly branded: –Link to Existing Cause Program
Social Marketing Three major classes of tools to change behavior –Education (Promises) –Law (Sticks) –Marketing (Carrots)
22-20 Education-Law-Marketing
22-21 Marketing Debate Is marketing management an art or a science? Take a position: 1.Marketing management is largely an artistic exercise and therefore highly subjective. 2. Marketing management is largely a scientific exercise with well-established guidelines and criteria.