Chapter 22 villafuerte

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

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  • Organization-wide
  • Swedish
  • AAA – Grade from Innovest
  • Australian
  • Chapter 22 villafuerte

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

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