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Chapter 22 villafuerte

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10 Important Concepts of Marketing Management by Kotler (Chapter 22)

10 Important Concepts of Marketing Management by Kotler (Chapter 22)


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  • Organization-wide
  • Swedish
  • AAA – Grade from Innovest
  • Australian
  • Transcript

    • 1. 10 Important Concepts: Managing A Holistic Marketing Organization for the Long Run
      Conrad Josef Q. Villafuerte
    • 2. Outline
      1. Internal Marketing
      2.Functional Organization
      3. Geographic Organization
      4. Product / Brand Management Organization
      5. Creative Marketing Organization
      6. Firms of Endearment
      7. Corporate Social Responsibility
      8. Sustainability
      9. Cause-Related Marketing
      10. Social Marketing
    • 3. Internal Marketing
      Buying into concepts and goals of marketing
      Concept 1
    • 4. Internal Marketing
      Concept 1
      Seminars and Programs
      Make It Happen
      Kotler
      Medical
      Tambuli Award Winner
      Local
    • 5. Marketing Department Organization
    • 6. Functional Organization
      Most common form
      Functional specialists reporting to marketing Vice President
      Concept 2
    • 7. Functional Organization
      Concept 2
      Kotler
      Medical
      Local
    • 8. Geographical Organization
      National market companies
      Sales force organized along geographic lines
      Concept 3
    • 9. Geographical Organization
      Concept 4
      East
      West
      Kotler
    • 10. Concept 4
      Geographical Organization
      North
      Medical
      One Philippine Silver Corporation
      South
      Local
    • 11. Product / Brand Management Organization
      Appropriate for companies producing multiple products/services
      Concept 4
    • 12. Concept 4
      Product / Brand Management Organization
      Medical/Teaching Equipment
      Dairy Products
      Kotler
      Medical
      Pharmaceuticals
      Local
    • 13. Concepts: Organizations Built for the Long Run
    • 14. Creative Marketing Organizations
      Company-wide passion for customers
      Organized around customer segments
      Understands customers through research
      Concept 5
    • 15. Concept 5
      Creative Marketing Organizations
      Patient-Centered
      CEO Visits
      Kotler
      Medical
      Local
    • 16. Firms of Endearment
      Culture of caring
      Serve the interests of their stakeholders
      SPICE
      Society, Partners, Investors, Customers, Employees
      Concept 6
    • 17. Firms of Endearment
      Concept 6
      Passion and Purpose
      Kotler
    • 18. Firms of Endearment
      Concept 6
      Taking Care of Employees
      Local
      Medical
    • 19. Corporate Social Responsibility
      Legal Behavior
      Ethical Behavior
      Social Responsibility Behavior
      Concept 7
    • 20. Corporate Social Responsibility
      Concept 7
      Charitable Foundations
      Local
      Kotler
    • 21. Concept 7
      Corporate Social Responsibility
      Makati Medical Center
      Medical
    • 22. Sustainability
      More than being eco-friendly
      In it for the long haul
      Concept 8
    • 23. Sustainability
      Concept 8
      Mission-Vision-Objectives
      AAA Grade - Innovest
      Kotler
      Medical
      Incorporate CSR
      Local
    • 24. Cause-Related Marketing
      Links the firm’s contributions to a cause
      Corporate social Marketing
      Efforts with at least one noneconomic objective
      Concept 9
    • 25. Cause-Related Marketing
      Concept 9
      Health and Wellness
      Computers for Schools
      Kotler
      Medical
      Fitness - Kids
      Local
    • 26. Social Marketing
      Furthering causes by nonprofit or government organizations
      Concept 10
    • 27. Social Marketing
      Concept 10
      Honduras – Oral Rehydration
      Infectious Disease
      YosiKadiri
      Kotler
      Medical
      Local
    • 28. Outline
      1. Internal Marketing
      2.Functional Organization
      3. Geographic Organization
      4. Product / Brand Management Organization
      5. Creative Marketing Organization
      6. Firms of Endearment
      7. Corporate Social Responsibility
      8. Sustainability
      9. Cause-Related Marketing
      10. Social Marketing
    • 29. A marketing organization built for the long-run
      holistic
      sustainable
      stakeholder-oriented
      My Conclusion
    • 30. The End. Thank You!