Download presentation
Presentation is loading. Please wait.
1
MARKETING MANAGEMENT 12th edition
22 Managing a Holistic Marketing Organization Kotler Keller
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 implementation skills? What tools are available to help companies monitor and improve their marketing activities?
3
Trends in Marketing Practices
Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging Globalizing Flattening Focusing Accelerating Empowering
4
Organizing the Marketing Department
Functionally Geographically By product By brand By market Matrix By corporate/division
5
Figure 22.1 Functional Organization
6
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
7
Figure 22.2 The Product Manager’s Interactions
8
Figure 22.3 Vertical Product Team
PM = Product Manager APM = Associate PM PA = Product Assistant
9
Figure 22.3 Triangular Product Team
PM = Product Manager R = Market Researcher C = Communication Specialist
10
Figure 22.3 Horizontal Product Team
PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer
11
Dow Corning uses a horizontal product team
12
Figure 22.4 Product/Marketing-Management Matrix System
13
Role of 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
14
Corporate Social Responsibility
Socially responsible Behavior Ethical behavior Legal behavior
15
Top-Rated Companies for Social Responsibility
Johnson & Johnson Coca-Cola Wal-Mart Anheuser-Busch Hewlett-Packard Walt Disney Microsoft IBM McDonald’s 3M UPS FedEx Target Home Depot
16
Fetzer emphasizes a commitment to social responsibility
17
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.
18
Corporate Social Marketing
Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners.
19
Cause-Related Marketing
20
Cause-Related Marketing
21
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 Click the video icon to launch a video snippet about the NFL’s philosophy toward cause-related marketing.
22
Co-Branded Cause
23
Social Marketing Campaigns
Cognitive Action Behavioral Value
24
Social Marketing Planning Process
Where are we? Where do we want to go? How will we get there? How will we stay on course?
25
Necessary Skills for Implementing Marketing Programs
Diagnostic skills Identification of company level Implementation skills Evaluation skills
26
Figure 22.5 The Control Process
What do we want to achieve? What is happening? Why is it happening? What should we do about it?
27
Types of Marketing Control
Annual plan control Profitability control Efficiency control Strategic control
28
Marketing Audit 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.
29
Characteristics of Marketing Audits (See Table 22.5)
Comprehensive Systematic Independent Periodic
30
Marketing Debate Is marketing management an art or a science?
Take a position: 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.
31
Marketing Discussion How does cause or corporate social
marketing affect your personal consumer behavior? Do you ever buy or not buy any products because of a company’ environmental policies or programs? Why or why not?
Similar presentations
