Ch22 managed holistic organization

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Ch22 managed holistic organization

  1. 1. CHAPTER 22Managing a Holistic MarketingOrganization for the Long Run
  2. 2. Holistic Marketing Concepts“The Holistic Marketing Concept is based on the development, designand implementation of marketing programs, processes and activities thatrecognizes their breadth and inter-dependencies.”-Philip Kotler
  3. 3. HolisticMarketingOrganizationInternalMarketingIntegratedMarketingRelationshipMarketingSocialResponsibleMarketing
  4. 4. Internal MarketingInternalmarketingisalsoabout maintainingharmony and co-ordination amongvariousmarketingfunctionsand activitieswithintheorganization.FUNCTIONAL ORGANIZATION• An organizational structure that consists Managers that functionsaccording to their expertise or performance achievement.
  5. 5. Internal MarketingCEOSales DirectorCustomerDevelopmentTradeMarketingCustomer &FieldActivationsGroupMarketingDirectorGroup ProductManagerBrand Manager
  6. 6. Internal MarketingRELATIONSHIP WITH CROSS-FUNCTIONAL TEAMS• Teams from different departments in an organization who aremutually accountable to a common set of performance goals
  7. 7. Internal MarketingCustomerActivationsGroupPackaging /EngineeringBrandMarketingTradeMarketingQualityAssuranceSupplyChainRegulatoryAffairsProcurement
  8. 8. Integrated MarketingDifferent modes work together to create a seamless experience forthe customer and are presented with a similar tone and style thatreinforces the brand’s core message.OUTPUTATL/BTLSocialMediaPR
  9. 9. Integrated MarketingADVERTISINGPUBLICRELATIONSSALESPROMOTIONDIRECT SALESSOCIAL MEDIA
  10. 10. Relationship MarketingCompany- ShelfManagement-Promotionalinitiatives- DeepercorporatepartnershipsPartner &Customer-Prioritizationfor trade &consumerinitiatives- Larger shelfspaceManaging trust and long-termrelationships with largercustomers.•Building long-lasting relationships with variousparties connected to a business including thecustomers, employees, suppliers, financialinstitutions, regulatory bodies, competitive firmsand the society in general.
  11. 11. Relationship Marketing…there is a need to manage the two most expensiveassets of the retailer:Product Inventory and Shelf SpaceThe Solution…
  12. 12. Social Responsible MarketingResonates with employees’ and customers’ definition of a sociallyresponsible lifestyle.Assumes a share of social support activities and environmentalimpact awareness.
  13. 13. Social Responsible MarketingGIVINGVOLUNTEERINGSERVINGSHARINGCARINGDONATING
  14. 14. REMEMBER THIS!Jigsaw puzzle = Holistic MarketingA concept that appreciates theinterdependencies of the processesand activities involved in a Marketingprogram.
  15. 15. REMEMBER THIS!Watch Mechanism = Internal MarketingA concept that is concern in maintainingharmony and co-ordination within theMarketing organization.
  16. 16. REMEMBER THIS!Tree = Relationship MarketingMaintains a long lasting relationshipwith all the parties connected to thebusiness.
  17. 17. REMEMBER THIS!House = Integrated Marketingpresented with a similar tone and stylethat reinforces the brand’s core message.
  18. 18. REMEMBER THIS!Captain Planet = Responsible MarketingAssumes a share of social support activities andenvironmental impact awareness.
  19. 19. REMEMBER THIS!Holistic Marketing Organization in the long run.
  20. 20. THANK YOU!Anne Hilario

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