This document discusses key concepts for managing a holistic marketing organization over the long run, including: 1) organizing the marketing department through various structures; 2) building a creative marketing culture focused on customers; and 3) ensuring corporate social responsibility, sustainability, cause-related marketing, marketing control, and regular marketing audits. The overall goal is for the entire organization to work together to create and deliver customer value.

1. Ch. 22 Managing a Holistic
Marketing Organization for the
Long Run
by Goal-Oriented Ariel Lleva
September 6, 2012

2. Important Shifts in Marketing and
Business Practices
• Reengineering • Globalizing
• Outsourcing • Flattening
• Benchmarking • Focusing
• Supplier partnering • Accelerating
• Customer partnering • Empowering
• Merging

3. Keys to Effective Internal Marketing
Internal marketing requires that everyone in
the organization accept the concepts and
goals of marketing and engage in choosing,
providing, and communicating customer
value. Only when all employees realize their
job is to create, serve, and satisfy customers
does the company become an effective
marketer.

4. Organizing the
Marketing Department
• Functional Organization
• Geographic Organization
• Product- or Brand-Management
Organization
• Market-Management Organization
• Matrix-Management Organization

5. Building a Creative
Marketing Organization
1. Developing a company-wide passion for
customers
2. Organizing around customer segments
instead of products; and
3. Understanding customers through
qualitative and quantitative research.

6. Corporate Social Responsibility
• Socially responsible behavior
• Ethical behavior
• Legal behavior

7. What is Sustainability?
Sustainability is the ability to meet
humanity’s needs without harming future
generations. “There is a triple bottom line—
people, planet, and profit—and the people
part of the equation must come first.

8. What is Cause-Related Marketing?
Cause-related marketing is marketing that
links the firm’s contributions to a
designated cause to customers engaging
directly or indirectly in revenue-producing
transactions with the firm.

9. What is Marketing Control?
Marketing control is the process by which
firms assess the effects of their marketing
activities and programs and make necessary
changes and adjustments.

10. Types of Marketing Control
• Annual plan control
• Profitability control
• Efficiency control
• Strategic control

11. What is Marketing Audit?
A marketing audit is a comprehensive,
systematic, independent, and 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.