1. 22 Managing a Holistic Marketing Organization for the Long Run1
22 Managing a Holistic Marketing Organization for the Long Run

2. Chapter Questions What are 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?
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3. Trends in Marketing Practices
Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
Merging
Globalizing
Flattening
Focusing
Accelerating
Empowering
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4. Internal Marketing R&D Purchasing Manufacturing Marketing Sales
Logistics
Accounting
Finance
Public Relations
Other Customer-Contact Personnel
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5. Organizing the Marketing Department
Functional Organization
Geographic Organization
Product- or Brand-Management Organization
Market-Management Organization
Matrix-Management Organization
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6. Figure 22.1 Functional Organization
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7. Figure 22.2 The Product-Management Organization
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8. Tasks Performed by Brand Managers
Develop long-range and competitive strategy for each product
Prepare annual marketing plan and sales forecast
Work with advertising and merchandising agencies to develop campaigns
Increase support of the product among channel members
Gather continuous intelligence on product performance, customer attitudes
Initiate product improvements
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9. Figure 22.3 Types of Product Teams
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10. Category Management
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11. Market-Management Organization
Market managers supervise several market-development managers, market specialists, or industry specialists
Market managers are staff people with duties like those of product managers. They develop long-range and annual plans for their markets.
Companies organized this way are called market-centered organizations.
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12. Building a Creative Marketing Organization
Developing a company-wide passion for customers
Organizing around customer segments instead of products
Understanding customers through qualitative and quantitative research
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13. How Can CEOs Create a Marketing-Focused Company?
Convince senior management of the need to become customer focused
Appoint a senior marketing officer and marketing task force
Get outside guidance
Change the company’s reward measurement and system
Hire strong marketing talent
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14. How Can CEOs Create a Marketing-Focused Company?
Develop strong in-house marketing training programs
Install a modern marketing planning system
Establish an annual marketing excellence recognition program
Shift from a department focus to a process-outcome focus
Empower the employees
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15. Corporate Social Responsibility
Socially responsible behavior
Ethical behavior
Legal behavior
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16. Cause-Related Marketing
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17. Cause-Marketing Benefits
Build brand awareness
Enhance brand image
Establish brand credibility
Evoke brand feelings
Create a sense of brand community
Elicit brand engagement
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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
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19. Social Marketing Campaigns
Cognitive
Action
Behavioral
Value
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20. Key Success Factors for Social Marketing Programs
Chose target markets that are ready to respond
Promote a single, doable behavior in clear, simple terms
Explain the benefits in compelling terms
Make it easy to adopt the behavior
Develop attention-grabbing messages
Consider an education-entertainment approach
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21. Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
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22. Figure 22.4 The Control Process
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23. Types of Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
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24. Approaches to Annual Plan Control
Sales analysis
Market share analysis
Sales-to-expense ratios
Financial analysis
Market-based scorecard analysis
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25. Approaches to Profitability Control
Product
Territory
Customer
Segment
Trade channel
Order size
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26. Efficiency Control Approaches
Sales force
Advertising
Sales promotion
Distribution
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27. Strategic Control Approaches
Marketing effectiveness rating instrument
Marketing audit
Marketing excellence review
Company ethical and social responsibility review
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28. 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.
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29. Characteristics of Marketing Audits
Comprehensive
Systematic
Independent
Periodic
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30. For Review What are 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?
Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall