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Transcript

  • 1. Marketing Management, 12/e A South Asian Perspective 22 Managing a Holistic Marketing Organization
  • 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. 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.
  • 6. 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
  • 7. Corporate Social Responsibility
    • Legal behavior
    • Ethical behavior
    • Socially responsible behavior
  • 8. 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
  • 9. 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.
  • 10. 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.
  • 11. 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
  • 12. Social Marketing Campaigns
    • Cognitive
    • Action
    • Behavioral
    • Value
  • 13. Social Marketing Planning Process
    • Where are we?
    • Where do we want to go?
    • How will we get there?
    • How will we stay on course?
  • 14. Necessary Skills for Implementing Marketing Programs
    • Diagnostic skills
    • Identification of company level
    • Implementation skills
    • Evaluation skills
  • 15. The Control Process
    • What do we want to achieve?
    • What is happening?
    • Why is it happening?
    • What should we do about it?
  • 16. Types of Marketing Control
    • Annual plan control
    • Profitability control
    • Efficiency control
    • Strategic control
  • 17. 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.
  • 18. Characteristics of Marketing Audits (See Table 22.5)
    • Comprehensive
    • Systematic
    • Independent
    • Periodic

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