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KOTLER,Marketing Management

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  • 1. Marketing Management MBA CP 205
  • 2. Managing a Holistic Marketing Organization
  • 3.
    • Learning Objectives:
    • Know what are the important trends in marketing practices.
    • Know what are the keys to effective internal marketing.
    • Know how companies can be responsible social marketers.
    • Know how a company can improve its marketing implementation
    • skills.
    • Know what tools are available to help companies monitor and
    • improve their marketing activities.
    Managing a Holistic Marketing Organization
  • 4. Managing a Holistic Marketing Organization Trends in Marketing Practices
    • Reengineering
    • Outsourcing
    • Benchmarking
    • Supplier partnering
    • Customer partnering
    • Merging
    • Globalizing
    • Flattening
    • Focusing
    • Accelerating
    • Empowering
  • 5.
    • Organizing the Marketing department
    • Functionally
    • Geographically
    • By product
    • By brand
    • By market
    • Matrix
    • By corporate/division
    Managing a Holistic Marketing Organization
  • 6. Managing a Holistic Marketing Organization
    • 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.
    Tasks Performed by Brand Managers
  • 7. Managing a Holistic Marketing Organization The Product Managers’ interactions
  • 8. Managing a Holistic Marketing Organization
    • 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.
    Role of Marketing at the Corporate Level
  • 9. Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm. Cause Related Marketing Managing a Holistic Marketing Organization
  • 10. 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. Corporate Social Marketing Managing a Holistic Marketing Organization
  • 11. Managing a Holistic Marketing Organization Social Marketing Campaigns Cognitive Value Action Behavioral
  • 12. Managing a Holistic Marketing Organization Social Marketing Planning Process Where are we? Where do we want to go? How will we get there? How will we stay on course?
  • 13. Managing a Holistic Marketing Organization Necessary skills for Implementing Marketing Programs Diagnostic skills Identification of company level Implementation skills Evaluation skills
  • 14. Managing a Holistic Marketing Organization The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?
  • 15. Managing a Holistic Marketing Organization Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control
  • 16. 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. Marketing Audit Managing a Holistic Marketing Organization
  • 17. Managing a Holistic Marketing Organization
  • 18. Managing a Holistic Marketing Organization
  • 19. Managing a Holistic Marketing Organization
  • 20.
    • Recap:
    • What are the important trends in marketing practices.
    • What are the keys to effective internal marketing.
    • How companies can be responsible social marketers.
    • How a company can improve its marketing implementation
    • skills.
    • What tools are available to help companies monitor and
    • improve their marketing activities.
    Managing a Holistic Marketing Organization