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Marketing Management, 12/e

A South Asian Perspective


22
Managing a Holistic
Marketing
Organization

Kotler

Koshy

Keller

Jha

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?
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Trends in Marketing Practices

Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
Merging

Globalizing
Flattening
Focusing
Accelerating
Empowering

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Organizing the Marketing Department


Functionally
Geographically
By product
By brand
By market
Matrix
By corporate/division

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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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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 firms overall value proposition,
the vision, and articulation of how it
proposes to deliver superior value to
customers

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Corporate Social Responsibility


Legal behavior
Ethical behavior
Socially responsible behavior

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Top-Rated Companies for


Social Responsibility

Johnson & Johnson


Coca-Cola
Wal-Mart
Anheuser-Busch
Hewlett-Packard
Walt Disney
Microsoft

IBM
McDonalds
3M
UPS
FedEx
Target
Home Depot
General Electric
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Cause-Related Marketing
Marketing that links the firms contributions
to a designated cause to customers
engaging directly or indirectly in
revenue-producing transactions
with the firm.

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Corporate Societal 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.

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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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Social Marketing Campaigns


Cognitive
Action
Behavioral
Value

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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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Necessary Skills for Implementing


Marketing Programs
Diagnostic

skills
Identification of company level
Implementation skills
Evaluation skills

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The Control Process


What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?

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Types of Marketing Control


Annual plan control
Profitability control
Efficiency control
Strategic control

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Marketing Audit
Comprehensive, systematic, independent
periodic examination of a companys
or business units marketing
environment, objectives, strategies, and
activities with a view to determining
problem areas and opportunities,
and recommending
a plan of action to improve
the companys marketing performance.
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Characteristics of Marketing Audits


Comprehensive
Systematic
Independent
Periodic

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