1. 21 Managing a Holistic Marketing Organization for the Long Run

2. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-2 Chapter Questions  What are the important trends in marketing practices?  What are the keys to effective internal marketing?  How can companies be responsible social marketers?  How can a company improve its marketing skills?  What tools are available to help companies monitor and improve their marketing activities?

3. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-3 Trends in Marketing Practices  Reengineering  Outsourcing  Benchmarking  Supplier partnering  Customer partnering  Merging  Globalizing  Flattening  Focusing  Accelerating  Empowering

4. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-4 Internal Marketing  R&D  Purchasing  Manufacturing  Marketing  Sales  Logistics  Accounting  Finance  Public Relations  Other Customer- Contact Personnel

5. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-5 Organizing the Marketing Department  Functional Organization  Geographic Organization  Product- or Brand-Management Organization

6. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-6 Figure 21.1 Functional Organization

7. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-7 Geographic Organization  The national sales manager may supervise regional sales managers, who each supervise a few zonal/branch managers, supported by sales officers, sales supervisors, and sales persons.

8. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-8 Figure 21.2 The Product- Management Organization

9. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-9 Corporate Social Responsibility  Socially responsible behavior  Ethical behavior  Legal behavior

10. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-10 Cause-Related Marketing

11. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-11 Cause-Marketing Benefits  Build brand awareness  Enhance brand image  Establish brand credibility  Evoke brand feelings  Create a sense of brand community  Elicit brand engagement

12. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-12 Social Marketing Planning Process  Where are we?  Where do we want to go?  How will we get there?  How will we stay on course?

13. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-13 Figure 21.4 The Control Process

14. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-14 Types of Marketing Control Annual Plan Control Profitability Control Efficiency Control Strategic Control

15. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-15 Approaches to Annual Plan Control  Sales analysis  Market share analysis  Sales-to-expense ratios  Financial analysis

16. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-16 Approaches to Profitability Control  Product  Territory  Customer  Segment  Trade channel  Order size

17. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-17 Efficiency Control Approaches  Sales force  Advertising  Sales promotion  Distribution

18. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-18 Strategic Control Approaches  Marketing effectiveness rating instrument  Marketing audit  Marketing excellence review  Company ethical and social responsibility review

19. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-19 What is a Marketing Audit? A marketing audit is a comprehensive, systematic, independent, periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the company’s marketing performance.

20. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-20 Characteristics of Marketing Audits Comprehensive Systematic Independent Periodic

21. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 21-21 For Review  What are the important trends in marketing practices?  What are the keys to effective internal marketing?  How can companies be responsible social marketers?  How can a company improve its marketing skills?  What tools are available to help companies monitor and improve their marketing activities?