This document discusses trends in marketing practices and how to effectively manage a marketing organization. It covers keys to internal marketing like organizing marketing departments and fostering creativity. Socially responsible marketing and cause-related marketing are also discussed. Tools for monitoring and improving marketing activities include annual plans, marketing audits, and control processes to measure performance against goals. The future of marketing will require adapting to trends like market fragmentation, globalization, and environmental concerns.
Increasing marketing spending can help incumbent firms respond effectively and achieve strong financial performance when their markets are liberalized to foreign competition.
The document provides guidance on developing an ethical marketing plan with long term goals and a focus on motivating customers. It recommends including a purpose, action plan, resources needed, and timeline. Additionally, it suggests considering generational motivators and buyer types, outlining the sales process, developing collaborative partners, and gathering feedback to improve marketing efforts over time.
Grewal & Levy 5e Chapter 6 - Consumer Behaviorkpatric
This document summarizes the key stages in the consumer decision process: need recognition, information search, alternative evaluation, purchase, and post-purchase. It describes factors that influence each stage such as functional and psychological needs, internal and external information search, perceived risks, and evaluation criteria. The document also discusses how involvement, situational factors, and the marketing mix influence the consumer decision process and lead to different types of buying decisions like extended problem solving or impulse buying.
The document discusses ethical marketing and the importance of creating an ethics program for a company. It notes that an ethics program helps determine a company's standards and guides employee actions. The document provides examples of how an ethics program can be used to make decisions regarding marketing research, product strategy, distribution, promotion, and pricing. Overall, the document emphasizes that ethics is fundamental to marketing and the two cannot be separated.
This document discusses several ethical issues that can arise in marketing, including deceptive pricing and advertising, copying competitors' packaging, unsafe products, targeting vulnerable groups like children, and obtaining research data without permission. It stresses the need for ethics in marketing and notes that advertisers must act carefully, especially when targeting children, and should avoid promoting harmful products or using psychological tactics to stimulate demand, as unethical practices can lead to social and regulatory backlash.
Marketing ethics and social responsibility | Criticisms of MarketingGaditek
Identify the major social criticisms of marketing.
Define consumerism and environmentalism and explain how they affect marketing strategies.
Describe the principles of socially responsible marketing.
Explain the role of ethics in marketing.
This document discusses ethics in marketing. It begins by defining ethics and marketing ethics. It then outlines several ethical issues that can arise in different areas of marketing, including marketing research, segmentation, product packaging, pricing, advertising, promotion, distribution, and personal selling. Specifically, it discusses how ethics relate to issues like misleading consumers, targeting vulnerable groups, environmental impacts, bribery, deception, and excessive pressure tactics. The document emphasizes that marketers must behave ethically to build trust with customers and society.
Increasing marketing spending can help incumbent firms respond effectively and achieve strong financial performance when their markets are liberalized to foreign competition.
The document provides guidance on developing an ethical marketing plan with long term goals and a focus on motivating customers. It recommends including a purpose, action plan, resources needed, and timeline. Additionally, it suggests considering generational motivators and buyer types, outlining the sales process, developing collaborative partners, and gathering feedback to improve marketing efforts over time.
Grewal & Levy 5e Chapter 6 - Consumer Behaviorkpatric
This document summarizes the key stages in the consumer decision process: need recognition, information search, alternative evaluation, purchase, and post-purchase. It describes factors that influence each stage such as functional and psychological needs, internal and external information search, perceived risks, and evaluation criteria. The document also discusses how involvement, situational factors, and the marketing mix influence the consumer decision process and lead to different types of buying decisions like extended problem solving or impulse buying.
The document discusses ethical marketing and the importance of creating an ethics program for a company. It notes that an ethics program helps determine a company's standards and guides employee actions. The document provides examples of how an ethics program can be used to make decisions regarding marketing research, product strategy, distribution, promotion, and pricing. Overall, the document emphasizes that ethics is fundamental to marketing and the two cannot be separated.
This document discusses several ethical issues that can arise in marketing, including deceptive pricing and advertising, copying competitors' packaging, unsafe products, targeting vulnerable groups like children, and obtaining research data without permission. It stresses the need for ethics in marketing and notes that advertisers must act carefully, especially when targeting children, and should avoid promoting harmful products or using psychological tactics to stimulate demand, as unethical practices can lead to social and regulatory backlash.
Marketing ethics and social responsibility | Criticisms of MarketingGaditek
Identify the major social criticisms of marketing.
Define consumerism and environmentalism and explain how they affect marketing strategies.
Describe the principles of socially responsible marketing.
Explain the role of ethics in marketing.
This document discusses ethics in marketing. It begins by defining ethics and marketing ethics. It then outlines several ethical issues that can arise in different areas of marketing, including marketing research, segmentation, product packaging, pricing, advertising, promotion, distribution, and personal selling. Specifically, it discusses how ethics relate to issues like misleading consumers, targeting vulnerable groups, environmental impacts, bribery, deception, and excessive pressure tactics. The document emphasizes that marketers must behave ethically to build trust with customers and society.
Socially Responsible Marketing (SRM) involves businesses considering social and environmental impacts in their marketing strategies. SRM can benefit companies by improving brand image and increasing sales. Examples of SRM include Toyota marketing hybrid vehicles to reduce carbon emissions and Timberland ensuring fair working conditions. However, SRM also faces challenges like consumers not prioritizing social issues and false eco-friendly claims. Companies must balance social responsibility, profits, and stakeholder interests through SRM.
What are important trends in marketing practicesSameer Mathur
Holistic marketing organizations are managing trends like reengineering processes, outsourcing goods and services, benchmarking against best practices, partnering with suppliers and customers, merging with complementary companies, globalizing efforts, focusing on most profitable areas, justifying actions, accelerating responses, empowering employees, broadening stakeholder interests, and monitoring discussions and competitors.
This document discusses marketing research and outlines the marketing research process. It defines marketing research as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation. The marketing research process involves 6 steps: 1) define the problem, 2) develop a research plan, 3) collect information, 4) analyze the information, 5) present findings, and 6) make a decision. Key aspects of each step are described. Characteristics of good marketing research and methods for measuring marketing productivity like marketing metrics and marketing-mix modeling are also summarized.
This document discusses ethics in marketing. It begins by defining ethics as determining right and wrong moral behavior. Marketing is defined as exploring, creating, and delivering value to satisfy customer needs at a profit. The document explains that behaving ethically builds trust and positive attitudes among customers. Marketing ethics judges actions as right or wrong. It applies moral principles to products, pricing, distribution, promotion, and advertising. Ethical issues are discussed within the four P's of marketing - product issues include safety and reliability, while pricing issues include price fixing. Distribution ethics involve sales pressures. Advertising ethics involve truthfulness and influencing children.
7 marketing and sales tactics are recommended for success in the post-COVID economy. The tactics include: 1) using social media to communicate empathetically with current customers; 2) discovering new opportunities despite adversity through agility and intuition; 3) observing new buying behaviors that have emerged; 4) adding a digital segment to the sales process to match changes in online consumer behavior; 5) structuring and adapting recovery strategies using scenario-based approaches; 6) creating capacity for frugal innovation through competence, trust, autonomy and communication; and 7) continuously recalibrating approaches and efforts.
This document discusses the key principles of conscious marketing: having a higher purpose beyond profits, considering stakeholders, promoting conscious leadership and culture. It emphasizes the importance of corporate social responsibility and integrating ethics into marketing strategy. Conscious marketers must find their purpose in society and consider how decisions impact customers, employees and communities. Leaders are dedicated to these values and shaping a culture aligned with stakeholders and purpose. Firms can reference codes of ethics to guide sensitive decisions and ensure marketing is beneficial to both business and society.
The document discusses key topics that influence consumer behavior, including cultural, social, personal, and psychological factors. It covers major theories on motivation from Freud, Maslow, and Herzberg, as well as psychological processes like perception, learning, emotions, and memory. The five-stage model of the buying decision process is also examined, along with how behavioral decision theory and behavioral economics can cause consumers to stray from rational decision making.
How can companies be responsible social marketersSameer Mathur
The document discusses how companies can be responsible social marketers. It defines firms of endearment as those with a culture of caring that serves stakeholders in society, partners, investors, customers, and employees (SPICE). There are driving forces behind corporate social responsibility like rising customer expectations, evolving employee goals, tighter government legislation, investor interest in social criteria, and media scrutiny. The document also discusses the importance of legal, ethical, and social responsibility behavior for companies. It notes sustainability and cause-related marketing as important aspects of corporate social responsibility agendas.
socially responsible marketing and marketing ethicsNandan Muralidhar
This presentation will help you understand how marketing is done in a socially responsible manner. with simple and cool examples, understanding is very easy.
How can companies be responsible social marketersSameer Mathur
This document discusses how companies can practice socially responsible marketing. It recommends a three-pronged approach: legal behavior by ensuring employees follow relevant laws, ethical behavior by adopting a written code of conduct addressing issues like bribery, and social responsibility behavior by effectively communicating CSR initiatives. Cause-related marketing is described as linking a product to a social cause to increase sales while also benefiting a cause. However, this approach risks backfiring if the link seems exploitative. The document advises blending CSR initiatives with marketing activities and notes that social marketing campaigns by non-profits can be complex and take time to have an effect.
1. The learning objectives are to understand the relationships between market segmentation, targeting, and positioning, as well as how to select target markets and position products.
2. Various bases for segmenting consumers are presented, including demographics, psychographics, benefits sought, and usage factors. Behavioral targeting and its role in personalized marketing is also covered.
3. The document explains the concept of positioning, the positioning process, and different types of positioning strategies such as umbrella positioning, repositioning, and using perceptual maps.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
Social marketing aims to benefit society rather than marketers by influencing behaviors like health and social lifestyles. It applies marketing concepts to social issues. Key elements include understanding target audiences, the "marketing mix" of product, price, place and promotion, and additional factors like publics, partnerships, policy, and funding sources. Some social issues in marketing are exploiting social paradigms, surrogate ads, predatory pricing, false ads, post-purchase dissonance, intrusive promotions, copyright violations, and political and internet marketing ethics.
The document outlines the consumer decision making process and factors that influence it. It discusses three types of problem solving approaches consumers take - extended, routine, and limited. It then describes the five stages of the consumer decision making process: problem recognition, information search, alternative evaluation, decision, and post-decision evaluation. Finally, it discusses low effort decision making techniques like heuristics and situational influences on consumer behavior.
Up Material de estudio para el examen... estudien solo esto Moises Cielak
The document discusses market segmentation, targeting, and positioning. It covers the bases used to segment consumers, including demographics, psychographics, benefits sought, and usage factors. Behavioral targeting and how it allows companies to send personalized messages to consumers is also covered. The document then discusses how to position, differentiate, and reposition products, including the positioning process and different types of positioning.
This document discusses marketing ethics and ethical issues in a marketing mix. It defines ethics as determining moral behavior, and marketing as communicating value to customers for selling products. Marketing ethics deals with moral principles of marketing operations and regulations. Maintaining ethics creates trust with customers, builds a good company image, and establishes values. The marketing mix includes product, price, place, and promotion, each of which can involve ethical issues like unsafe or misleading practices. In conclusion, the document outlines ethics, marketing, reasons for ethics, a marketing mix framework, and potential ethical problems within each area of the mix.
The document outlines different concepts in marketing orientation over time:
1. The production concept focused on efficiency and supply without considering customer needs.
2. The product concept emphasized product quality but neglected understanding customer wants.
3. The selling concept used promotional techniques to push products without customer input.
4. The marketing concept placed customers at the center of all planning and activities to achieve objectives.
5. The societal concept gave equal weight to customers, company profits, and social welfare when framing policies.
6. The relationship marketing concept builds long-term trusting relationships with customers and partners through ongoing innovation and relationship management.
Exclusive research conducted with CEOs to understand how satified, or not, they are with the performance of their marketing function.
Fieldwork courtesy of CEO Magazine (USA, 2014).
This document provides an overview of key concepts from Chapter 1 of a marketing textbook. It defines marketing as a process of creating value for customers to build relationships and capture value in return. The marketing process involves understanding customer needs and the marketplace, designing a customer-driven strategy through segmentation and positioning, developing an integrated marketing program using the 4Ps, building customer relationships through satisfaction and loyalty, and capturing value from customers over their lifetime. The changing landscape requires adapting to trends like digitalization, globalization and ethics.
campaign,imc campaign,word of mouth,Digital,Marketing,Coca Cola,Digital Marketing of Coca Cola,viral marketing,coca cola,amit sekhar,amit sekhar mba,digital marketing during football
This document discusses strategies for self motivation. It outlines monitoring progress and evaluating effectiveness to determine strategies. It recommends reinforcing positive behaviors, managing time well, maintaining a confident attitude, handling distractions, and balancing mind and body. Self motivation strategies presented include monitoring performance, evaluating what works, and reinforcing progress.
Socially Responsible Marketing (SRM) involves businesses considering social and environmental impacts in their marketing strategies. SRM can benefit companies by improving brand image and increasing sales. Examples of SRM include Toyota marketing hybrid vehicles to reduce carbon emissions and Timberland ensuring fair working conditions. However, SRM also faces challenges like consumers not prioritizing social issues and false eco-friendly claims. Companies must balance social responsibility, profits, and stakeholder interests through SRM.
What are important trends in marketing practicesSameer Mathur
Holistic marketing organizations are managing trends like reengineering processes, outsourcing goods and services, benchmarking against best practices, partnering with suppliers and customers, merging with complementary companies, globalizing efforts, focusing on most profitable areas, justifying actions, accelerating responses, empowering employees, broadening stakeholder interests, and monitoring discussions and competitors.
This document discusses marketing research and outlines the marketing research process. It defines marketing research as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation. The marketing research process involves 6 steps: 1) define the problem, 2) develop a research plan, 3) collect information, 4) analyze the information, 5) present findings, and 6) make a decision. Key aspects of each step are described. Characteristics of good marketing research and methods for measuring marketing productivity like marketing metrics and marketing-mix modeling are also summarized.
This document discusses ethics in marketing. It begins by defining ethics as determining right and wrong moral behavior. Marketing is defined as exploring, creating, and delivering value to satisfy customer needs at a profit. The document explains that behaving ethically builds trust and positive attitudes among customers. Marketing ethics judges actions as right or wrong. It applies moral principles to products, pricing, distribution, promotion, and advertising. Ethical issues are discussed within the four P's of marketing - product issues include safety and reliability, while pricing issues include price fixing. Distribution ethics involve sales pressures. Advertising ethics involve truthfulness and influencing children.
7 marketing and sales tactics are recommended for success in the post-COVID economy. The tactics include: 1) using social media to communicate empathetically with current customers; 2) discovering new opportunities despite adversity through agility and intuition; 3) observing new buying behaviors that have emerged; 4) adding a digital segment to the sales process to match changes in online consumer behavior; 5) structuring and adapting recovery strategies using scenario-based approaches; 6) creating capacity for frugal innovation through competence, trust, autonomy and communication; and 7) continuously recalibrating approaches and efforts.
This document discusses the key principles of conscious marketing: having a higher purpose beyond profits, considering stakeholders, promoting conscious leadership and culture. It emphasizes the importance of corporate social responsibility and integrating ethics into marketing strategy. Conscious marketers must find their purpose in society and consider how decisions impact customers, employees and communities. Leaders are dedicated to these values and shaping a culture aligned with stakeholders and purpose. Firms can reference codes of ethics to guide sensitive decisions and ensure marketing is beneficial to both business and society.
The document discusses key topics that influence consumer behavior, including cultural, social, personal, and psychological factors. It covers major theories on motivation from Freud, Maslow, and Herzberg, as well as psychological processes like perception, learning, emotions, and memory. The five-stage model of the buying decision process is also examined, along with how behavioral decision theory and behavioral economics can cause consumers to stray from rational decision making.
How can companies be responsible social marketersSameer Mathur
The document discusses how companies can be responsible social marketers. It defines firms of endearment as those with a culture of caring that serves stakeholders in society, partners, investors, customers, and employees (SPICE). There are driving forces behind corporate social responsibility like rising customer expectations, evolving employee goals, tighter government legislation, investor interest in social criteria, and media scrutiny. The document also discusses the importance of legal, ethical, and social responsibility behavior for companies. It notes sustainability and cause-related marketing as important aspects of corporate social responsibility agendas.
socially responsible marketing and marketing ethicsNandan Muralidhar
This presentation will help you understand how marketing is done in a socially responsible manner. with simple and cool examples, understanding is very easy.
How can companies be responsible social marketersSameer Mathur
This document discusses how companies can practice socially responsible marketing. It recommends a three-pronged approach: legal behavior by ensuring employees follow relevant laws, ethical behavior by adopting a written code of conduct addressing issues like bribery, and social responsibility behavior by effectively communicating CSR initiatives. Cause-related marketing is described as linking a product to a social cause to increase sales while also benefiting a cause. However, this approach risks backfiring if the link seems exploitative. The document advises blending CSR initiatives with marketing activities and notes that social marketing campaigns by non-profits can be complex and take time to have an effect.
1. The learning objectives are to understand the relationships between market segmentation, targeting, and positioning, as well as how to select target markets and position products.
2. Various bases for segmenting consumers are presented, including demographics, psychographics, benefits sought, and usage factors. Behavioral targeting and its role in personalized marketing is also covered.
3. The document explains the concept of positioning, the positioning process, and different types of positioning strategies such as umbrella positioning, repositioning, and using perceptual maps.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
Social marketing aims to benefit society rather than marketers by influencing behaviors like health and social lifestyles. It applies marketing concepts to social issues. Key elements include understanding target audiences, the "marketing mix" of product, price, place and promotion, and additional factors like publics, partnerships, policy, and funding sources. Some social issues in marketing are exploiting social paradigms, surrogate ads, predatory pricing, false ads, post-purchase dissonance, intrusive promotions, copyright violations, and political and internet marketing ethics.
The document outlines the consumer decision making process and factors that influence it. It discusses three types of problem solving approaches consumers take - extended, routine, and limited. It then describes the five stages of the consumer decision making process: problem recognition, information search, alternative evaluation, decision, and post-decision evaluation. Finally, it discusses low effort decision making techniques like heuristics and situational influences on consumer behavior.
Up Material de estudio para el examen... estudien solo esto Moises Cielak
The document discusses market segmentation, targeting, and positioning. It covers the bases used to segment consumers, including demographics, psychographics, benefits sought, and usage factors. Behavioral targeting and how it allows companies to send personalized messages to consumers is also covered. The document then discusses how to position, differentiate, and reposition products, including the positioning process and different types of positioning.
This document discusses marketing ethics and ethical issues in a marketing mix. It defines ethics as determining moral behavior, and marketing as communicating value to customers for selling products. Marketing ethics deals with moral principles of marketing operations and regulations. Maintaining ethics creates trust with customers, builds a good company image, and establishes values. The marketing mix includes product, price, place, and promotion, each of which can involve ethical issues like unsafe or misleading practices. In conclusion, the document outlines ethics, marketing, reasons for ethics, a marketing mix framework, and potential ethical problems within each area of the mix.
The document outlines different concepts in marketing orientation over time:
1. The production concept focused on efficiency and supply without considering customer needs.
2. The product concept emphasized product quality but neglected understanding customer wants.
3. The selling concept used promotional techniques to push products without customer input.
4. The marketing concept placed customers at the center of all planning and activities to achieve objectives.
5. The societal concept gave equal weight to customers, company profits, and social welfare when framing policies.
6. The relationship marketing concept builds long-term trusting relationships with customers and partners through ongoing innovation and relationship management.
Exclusive research conducted with CEOs to understand how satified, or not, they are with the performance of their marketing function.
Fieldwork courtesy of CEO Magazine (USA, 2014).
This document provides an overview of key concepts from Chapter 1 of a marketing textbook. It defines marketing as a process of creating value for customers to build relationships and capture value in return. The marketing process involves understanding customer needs and the marketplace, designing a customer-driven strategy through segmentation and positioning, developing an integrated marketing program using the 4Ps, building customer relationships through satisfaction and loyalty, and capturing value from customers over their lifetime. The changing landscape requires adapting to trends like digitalization, globalization and ethics.
campaign,imc campaign,word of mouth,Digital,Marketing,Coca Cola,Digital Marketing of Coca Cola,viral marketing,coca cola,amit sekhar,amit sekhar mba,digital marketing during football
This document discusses strategies for self motivation. It outlines monitoring progress and evaluating effectiveness to determine strategies. It recommends reinforcing positive behaviors, managing time well, maintaining a confident attitude, handling distractions, and balancing mind and body. Self motivation strategies presented include monitoring performance, evaluating what works, and reinforcing progress.
This document discusses factors related to the regulation of economies. It argues that good regulation is key to economic success. Effective regulation can promote economic growth by addressing market failures from issues like imperfect information and externalities. However, regulation can also be imperfectly implemented due to information asymmetries and incentives under state versus private ownership. The outcomes and processes of regulatory regimes depend on a country's institutional context and capacity for institution building, which influence transaction costs and economic incentives. Good regulatory quality involves balancing consistency, transparency and accountability to provide stability and certainty for investors. Overall, the document concludes that well-designed and implemented regulation can improve economic performance and development.
This document discusses integrated marketing communications and its key elements. It outlines the marketing communications mix, which includes advertising, public relations, sales promotions, direct marketing, personal selling, and word-of-mouth. It also discusses developing effective communications through identifying the target audience, determining objectives, designing communications, selecting channels, establishing budgets, and measuring results. Finally, it emphasizes that integrated marketing communications aims to provide clarity, consistency, and maximum impact across all brand contacts.
EVOLUTIONARY CHANGES
TECHNOLOGY CHANGES
ENVIRONMENATL CHANGES
ORGANISATIONAL CHANGES
CONCLUSION
Evolution as a theory suggests that the great variety of plant and animal life on earth developed gradually through natural processes.
Although such an idea had been suggested as early as the sixteenth century, the great English biologist Charles Darwin (1809-1882) gave the theory prominence.
Consider People Needs.
Maximize Stability.
Maximize opportunities for acquiring competency in advance of change.
Supply time and energy “equivalents” relieve persons from some duties
This document discusses marketing information systems and how companies use them to gain customer insights. It covers:
1) How marketing information systems assess information needs, develop needed data through internal data, marketing intelligence and research, and help decision-makers use the information.
2) The key aspects of developing marketing information including using internal data, intelligence, and research approaches like surveys, experiments, and samples.
3) How companies analyze huge amounts of customer data from all sources using customer relationship management systems and tools to build stronger customer relationships.
Amit sekhar tips to increase engagementAmit Sekhar
This document provides 5 tips for increasing Facebook engagement. The tips are to 1) generate positive content using quotes and inspiration, 2) use engaging pictures that connect emotionally or provide solutions, 3) include clear calls to action like questions to stimulate comments and shares, 4) give cheers to fans by sharing their content, and 5) time posts when fans are most active and use hashtags for higher reach. Following these tips can help brands improve fan engagement on Facebook.
Innovative Marketing Of “Jassi Jaise Koi Nahi”Amit Sekhar
This document discusses the innovative marketing campaign used by Sony Entertainment Television (SET) in India for their new television show "Jassi Jaise Koi Nahi". SET analyzed women viewers and designed the show around a young, intelligent but unconventionally unattractive female lead. Their marketing campaign included flash mobs, interviews, and a fan club to generate buzz. The show was a major success, increasing SET's viewership share from 8% to over 30% and TRPs. It won several awards and helped establish SET as a competitor to leading channel Star Plus.
Business cycles occur due to disturbances that push an economy above or below full employment. Recessions can be caused by substantial cuts in government or consumer spending, while booms can be generated by surges in public or private spending. Monetary policy, by influencing money supply and interest rates, can also produce booms or recessions by affecting consumer and business spending levels. Historical evidence shows that monetary factors, such as financial panics, interest rates, and monetary contractions have been major causes of business cycle fluctuations.
Provisions in Accounting and Treatment Thereof.Amit Sekhar
The document discusses provisions in accounting and their treatment. It defines a provision as an amount set aside from profits for a known liability, even if the exact amount is unknown. It lists common types of provisions like provisions for bad debts, depreciation, taxes, and discounts. Provisions are created to meet anticipated and known losses and liabilities, and to present accurate financial statements. The document includes an example journal entry to record provisions and a sample balance sheet showing how provisions are reported.
The document outlines six steps to success: self-image, goals, relationships with others, attitudes, work, and desire. It discusses how developing a positive self-image, setting specific and long-term goals, nurturing relationships with mentors, maintaining a positive attitude, putting total effort into your work, and having strong desires are keys to achieving your highest potential and reaching the top.
The document discusses measures of central tendency, which attempt to quantify the typical or average value in a data set. It gives the example of wanting to know the average gas mileage of a car or the typical salary for a particular job. The three main measures of central tendency discussed are the mean, median, and mode. It provides the formulas for calculating the mean or average for both population and sample data, and explains how to calculate it using Microsoft Excel. Quartiles and percentiles are also explained as ways to divide ordered data sets into parts to understand where values fall relative to others in the data.
The document summarizes a market research study conducted by Renaissance Hotels to evaluate expanding into India. Key findings include:
- Tourism in Kerala is growing significantly each year. Kochi is an important destination and is experiencing a shift to business travel.
- The hotel market in Kochi is undersupplied, especially in premium categories. International chains are adding many new rooms.
- Renaissance conducted analyses of the Indian hotel industry, Kochi region, and economic indicators that show potential for growth.
- The research concludes Kochi represents a good opportunity for Renaissance to enter the Indian market due to expected tourism and business travel growth.
This document summarizes the marketing campaigns for the first four seasons of the HBO TV series Game of Thrones. It describes how Season 1 featured posters of Sean Bean on the Iron Throne in major cities and Game of Thrones-themed food trucks. Season 2 focused on the catchphrase "War is Coming" and had fans get house sigils tattooed. Season 3 used images of a dragon's shadow and put it on the New York Times building and HBO building in LA. Season 4 was the first time HBO released episodes in IMAX theaters, where they grossed $1.5 million from 205 play dates.
This document discusses the benefits of experiential learning, team building, and group exercises for developing employability skills. It states that experiential learning involves learning from experiences and allows people to learn how to react in different situations. Team building improves commitment between employees and companies by allowing people to work towards shared goals. Group exercises help improve communication skills through discussions and interactions with others. Overall, experiential learning, teamwork, and group activities help people learn to accomplish goals, understand different perspectives, and improve skills relevant for the workplace.
This document provides an alphabetical list of companies along with their factory addresses, office addresses, telephone numbers and fax numbers. It contains over 50 entries listing the name of the company, their factory location, office location, telephone and fax contact information. The list is intended to provide complete contact information for a range of companies.
Chapter 12.pptholistic marketing for the long runirynmwangi3
The document discusses trends, practices, and tools in marketing management. It addresses keys to effective internal marketing like organizing marketing departments and fostering creativity. Socially responsible marketing is covered, including sustainability, ethics, cause-related marketing, and how millennials consider social commitments. Marketing implementation, control, and audits are summarized as strategic processes to monitor and improve marketing activities.
This document discusses marketing ethics and social responsibility. It covers dimensions of social responsibility, challenges of being ethical, potential ethical issues, and organizational determinants of ethics. This includes developing codes of conduct, leadership's role in promoting ethics, and incorporating ethics into strategic planning. The relationship between ethics, social responsibility, and marketing performance is also examined. Firms with strong ethics programs are rewarded with better performance through increased employee commitment, trust, and customer loyalty.
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Organizational ethics involves addressing ethical issues that arise across various business functions and components. This includes issues in R&D around producing safe, high-quality products and addressing defects. In manufacturing, balancing speed and quality poses dilemmas. Marketing raises questions around truth in advertising and promoting products like fast food to children. HR processes can enable unethical hiring practices or privacy violations. IT brings risks of improperly accessing or selling customer data. Companies aim to promote ethics through management commitment, codes of conduct, compliance officers, audits, and whistleblowing policies.
Business ethics C5 -organizational_ethics_compatibility_mode_Izah Asmadi
This document discusses organizational ethics and addresses several ethical issues that can arise in different parts of an organization. It explains that organizational culture and ethical climate influence employee behavior and what is deemed acceptable. It then examines potential ethical challenges in various organizational functions like research and development, manufacturing, marketing, human resources, information technology, and more. Finally, it proposes some methods for building ethical safeguards into a company like implementing ethics policies and conducting ethics audits.
Social marketing is the adaptation of commercial marketing techniques to promote social good and influence behaviors. It involves understanding target audiences, identifying desired behaviors to influence, and using a variety of tools and marketing strategies to encourage behaviors that benefit individuals and society. Social marketing follows a systematic process of research, planning, design, execution, and evaluation. It has been used successfully in public health campaigns and to address issues like drug abuse and organ donation. A key aspect is understanding things from the target audience's perspective and identifying benefits that outweigh costs or barriers to the desired behavior.
This document discusses marketing ethics and the importance of ethical conduct in marketing. It addresses ethical issues that can arise in a company's marketing mix of product, price, place, and promotion. The nature of marketing ethics is influenced by individual factors, organizational culture and relationships, and work pressures. Companies can improve ethical conduct through codes of conduct, ethics officers, and anonymous reporting systems. Social responsibility and ethics are interrelated and practicing both can improve marketing performance and benefit companies through increased trust, satisfaction and profits.
Social media marketing utilizes word-of-mouth and relationship building to spread marketing messages. It succeeds by engaging with consumers to build trust. While traditional marketing focuses on directing goods from producers to consumers, social media marketing focuses on quickly building supporter networks, search engine optimization, advertising campaigns, and announcing products and promotions. For organizations to benefit, they must commit to social media as a long-term strategic effort that requires patience, conversations, content writing, optimizing profiles, and addressing challenges like reputation management and customer service.
This document outlines activities for a training unit on marketing management for agri-food cooperatives in Europe. It covers topics such as understanding market dynamics, the differences between marketing and management, performing marketing analyses, developing marketing strategies, planning marketing activities and communications, using online and social media, and monitoring marketing efforts. The goal is to provide innovative training to marketing trainers in the European agri-food cooperative sector.
During 2014, Harris Poll conducted 760+ surveys with global Enterprise organizations on behalf of Hootsuite. Research topics related to social media included: usage, benefits and challenges, strategies and implementation and usage and benefits of a management platform.
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
Q1 Why have ethics and social responsibility become so important .docxmakdul
Q1: Why have ethics and social responsibility become so important in recent years? Why is it important that marketing ethics be incorporated into the firm’s strategic plan?
Marketing ethics and social responsibility are considered to be very important and critical in the implementation of strategic planning in any organization. Frequently issues related to ethics and social responsibility arise in organizations and depending on the weight of such issues some firms have developed a negative public reputation that eventually affected their profitability with some being destroyed completely. Hence firms are laying more emphasis on ethical conduct as an important pillar within their strategic market planning with an intention of enhancing the customer relationships through enhanced trust. A firm’s ethics and social responsibility closely relate to changes in government laws and stakeholder demands. Overall established ethics and social responsibility is a plus for any firm because it improves profits and the company’s marketing performance. Notably marketing ethics are not attained by employing ethical people but rely on a well-defined and compliance program that must be initiated and implemented by the firm’s managers.
Hence customer demands and growing regulations in business have necessitated that firms have marketing ethics and social responsibility framework from where they can operate. This is most suitably integrated into the strategic market planning process. History reveals organizations that were adversely affected because they engaged in ethical misconduct. Comparatively recovering from poor performance is far easier for any firm than recovering from ethical misconduct. Ethical misconduct has far reaching consequences that touch on the reputation of the organization. This directly affects the activities of a firm and has adverse effect on its profitability. Apart from losing out on the direct customers, a firm may also lose out on indirect partners who get a negative perception of the organization through the media and public opinion. There have been known cases where such issues resulted in aggressive campaigns and product boycotts leading to low sales and earnings.
Q2: Draw, label, and explain the pyramid of social responsibility. What are the requirements for a firm if it truly wants to be ethical and socially responsible?
The social responsibility pyramid consists of four dimensions that include the legal, ethical, economic and philanthropic. The economic dimension suggests that organizations have a responsibility to their shareholders. These shareholders are particular about the organization’s relationship with its stakeholders and this affects the firm’s reputation. This is associated with the organization’s earnings that are related to the shareholders investment. Economic responsibility will also enhance the organization’s environment in terms of increased income and employment whenever the organization operates ...
This document summarizes a LinkedIn social selling workshop. The agenda includes foundations of social selling, what success looks like, and best practices for implementing social selling programs. It discusses how social sellers see more success in opportunities created, quota achievement, and outselling peers. The best practices for implementation include creating awareness through executive sponsorship, education through training and resources, and accountability through metrics tracking and attribution.
Social Selling Deconstructed: Strategy, Implementation and MeasurementBlack Marketing
This document provides an overview of social selling strategies and how to measure success. It discusses how today's buyers complete most of the purchase process online and use social media to research options. Social selling is defined as using social platforms like LinkedIn to build a professional brand, find prospects, engage with insights, and build strong relationships. The document recommends framing a social selling program around awareness, education, and accountability. It also provides examples of how Hootsuite measured the maturity of its social selling efforts from basic posting activity to tracking how social impacts specific deals.
LinkedIn and Hootsuite partner to demystify where social media and social selling can play an important role in the sales process. From strategy to implementation to measurement, Sara Cohen and Amy McIlwain deconstruct social selling and review key considerations when building a social organization.
This document outlines the key objectives and content covered in several marketing chapters. Specifically, it discusses:
- The environmental forces that influence marketing decisions, including demographic, economic, natural, technological, political, and cultural factors.
- The factors that influence consumer and business buying behavior, including cultural, social, personal, psychological factors for consumers and organizational factors for businesses.
- The stages in the consumer and business buying decision process.
- How marketing research is used to define problems, develop research plans, implement data collection, and interpret findings.
- The social criticisms of marketing and the importance of ethics and social responsibility.
- How information systems support marketing by providing important customer, competitor, and
This document discusses several topics related to marketing management including trends in marketing practices, organizing the marketing department, the role of marketing at the corporate level, corporate social responsibility, cause-related marketing, social marketing campaigns, necessary skills for implementing marketing programs, marketing control processes, and marketing audits. It provides an overview of these concepts in 3 sentences or less for each section.
This document discusses the importance of ethics and social responsibility in marketing. It provides guidelines for ethical marketing practices including honesty, fairness, transparency and respect for consumers. The document also outlines steps to develop a socially responsible marketing plan such as defining what is ethical for the company, determining how ethics will be implemented, and analyzing the costs and benefits. Unethical practices that should be avoided are also discussed such as exploitation, misleading advertising, and bad mouthing competitors.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
13. Millennial Data Points
85%
likely to switch to brand linked to
a good cause
86%
consider a company’s social commitments
before making recommendations
84%
consider a company’s social commitments
before deciding where to shop
87%
consider a company’s social commitments
when deciding where to work
16. The Control Process
What do we want to
achieve?
What should we do
about it?
Why is it happening?
What is happening?
Goal Setting
Performance
Measurement
Performance
Diagnosis
Corrective
Action
Traditionally, marketers played the role of middleman, charged with understanding customers’ needs and transmitting their voice to various functional areas. But in a networked enterprise, every functional area can interact directly with customers. Marketing no longer has sole ownership of customer interactions; rather, it now must integrate all the customer-facing processes so customers
see a single face and hear a single voice when they interact with the firm. 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
FUNCTIONAL ORGANIZATION
In the most common form of marketing organization, functional specialists report to a marketing vice president who coordinates their activities. The main advantage of a functional marketing organization is its administrative simplicity. It can be quite a challenge for the department to develop smooth working relationships, however. This form also can result in inadequate planning as the number of products and markets increases and each functional group vies for budget and status.
GEOGRAPHIC ORGANIZATION
A company selling in a national market often organizes its sales force (and sometimes marketing) along geographic lines. The national sales manager may supervise 4 regional sales managers, who each supervise 6 zone managers, who in turn supervise 8 district sales managers, who each supervise 10 salespeople.
PRODUCT- OR BRAND-MANAGEMENT ORGANIZATION
Companies producing a variety of products and brands often establish a product- (or brand-) management organization. This does not replace the functional organization but serves as another layer of management. A group product manager supervises product category managers, who in turn supervise specific product and brand managers.
MARKET-MANAGEMENT ORGANIZATION
Canon sells fax machines to consumer, business, and government markets. Nippon Steel sells to the railroad, construction, and public utility industries. When customers fall into different user groups with distinct buying preferences and practices, a market-management organization is desirable. Market managers supervise several market-development managers, market specialists, or industry specialists and draw on functional services as needed. Market managers of important markets might even have functional
specialists reporting to them.
MATRIX-MANAGEMENT ORGANIZATION
Companies that produce many products for many markets may adopt a matrix organization employing both product and market managers. The rub is that it’s costly and often creates conflicts. There’s the cost of supporting all the managers, and questions about where authority and responsibility for marketing activities should reside—at headquarters or in the division?20 Some corporate marketing groups assist top management with overall opportunity evaluation, provide divisions with consulting assistance on request, help divisions that have little or no marketing, and promote the marketing concept throughout the company.
A product-management organization makes sense if the company’s products are quite different or there are more than a functional organization can handle. This form is sometimes characterized as a hub-and-spoke system. The brand or product manager is figuratively at the center, with spokes leading to various departments representing working relationships. The manager may:
• Develop a long-range and competitive strategy for the product.
• Prepare an annual marketing plan and sales forecast.
• Work with advertising and merchandising agencies to develop copy, programs, and campaigns.
• Increase support of the product among the sales force and distributors.
• Gather continuous intelligence about the product’s performance, customer and dealer attitudes,
and new problems and opportunities.
• Initiate product improvements to meet changing market needs.
A second alternative in a product-management organization is product teams. There are three types: vertical, triangular, and horizontal (see Figure 22.3). The triangular and horizontal product-team approaches let each major brand be run by a brand-asset management team (BAMT) consisting of key representatives from functions that affect the brand’s performance. The company
consists of several BAMTs that periodically report to a BAMT directors committee, which itself reports to a chief branding officer. This is quite different from the way brands have traditionally been handled.
Under the marketing concept, all departments need to “think customer” and work together to satisfy customer needs and expectations. Yet departments define company problems and goals from their viewpoint, so conflicts of interest and communications problems are unavoidable. The marketing vice president, or the CMO, must usually work through persuasion rather than through authority to (1) coordinate the company’s internal marketing activities and (2) coordinate marketing with finance, operations, and other company functions to serve the customer.
Many companies realize they’re not yet really market and customer driven—they are product and sales driven. Transforming into a true market-driven company requires:
1. Developing a company-wide passion for customers
2. Organizing around customer segments instead of products
3. Understanding customers through qualitative and quantitative research The task is not easy, but the payoffs can be considerable. It won’t happen as a result of the CEO making speeches and urging every employee to “think customer.”
Although it’s necessary to be customer oriented, it’s not enough. The organization must also be creative. Companies today copy each others’ advantages and strategies with increasing speed, making differentiation harder to achieve and lowering margins as firms become more alike. The only answer is to build a capability in strategic innovation and imagination. This capability comes from
assembling tools, processes, skills, and measures that let the firm generate more and better new ideas than its competitors.
Socially Responsible Marketing
Effective internal marketing must be matched by a strong sense of ethics, values, and social responsibility. A number of forces are driving companies to practice a higher level of corporate social responsibility, such as rising customer expectations, evolving employee goals and ambitions, tighter government legislation and pressure, investor interest in social criteria, media scrutiny, and changing business procurement practices.
Corporate Social Responsibility
Raising the level of socially responsible marketing calls for making a three-pronged attack that relies on proper legal, ethical, and social responsibility behavior.
LEGAL BEHAVIOR
Organizations must ensure every employee knows and observes relevant laws. For example, it’s illegal for salespeople to lie to consumers or mislead them about the advantages of buying a product. Salespeople may not offer bribes to purchasing agents or others influencing a B2B sale. Their statements must match advertising claims, and they may not obtain or use competitors’ technical or trade secrets through bribery or industrial espionage.
ETHICAL BEHAVIOR
Business practices come under attack because business situations routinely pose ethical dilemmas: It’s not easy to draw a clear line between normal marketing practice and unethical behavior. Some issues sharply divide critics. Though Kraft chose to stop advertising some of its less healthy products such as Oreos and Chips Ahoy! on television programs targeted to children ages 6 to 11, some watch groups felt that was not enough.
SOCIAL RESPONSIBILITY BEHAVIOR
Individual marketers must exercise their social conscience in specific dealings with customers and stakeholders. Some top-rated companies for corporate social responsibility are Microsoft, Johnson & Johnson, 3M, Google, Coca-Cola, General Mills, UPS, Sony, and Procter & Gamble. Increasingly, people want information about a company’s record on social and environmental responsibility to help them decide which companies to buy from, invest in, and work for.
SUSTAINABILITY
Sustainability—the ability to meet humanity’s needs without harming future generations—now tops many corporate agendas. Major corporations outline in great detail how they are trying to improve the long-term impact of their actions on communities and the environment. As one sustainability consultant put it, “There is a triple bottom line—people, planet, and profit—and the people part of the equation must come first. Sustainability means more than being eco-friendly, it also means you are in it for the long haul.”
Cause-Related Marketing
Many firms blend corporate social responsibility initiatives with marketing activities. Cause related marketing links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue-producing transactions with the firm.
For example, a consumer buys a bottle of laundry detergent and the manufacturer makes a contribution to specific cause.
CAUSE-MARKETING BENEFITS AND COSTS
A successful cause-marketing program can improve social welfare; create differentiated brand positioning; build strong consumer bonds; enhance the company’s public image; create a reservoir of goodwill; boost internal morale and galvanize employees; drive sales; and increase the firm’s market value. Consumers may develop a strong, unique bond with the firm that transcends normal marketplace transactions. Specifically, from a branding point of view, cause marketing can (1) build brand awareness, (2) enhance brand image, (3) establish brand credibility, (4) evoke brand feelings, (5) create a sense of brand community, and (6) elicit brand engagement.58 It has a particularly interested audience in civic-minded 18- to 24-year-old Millennial consumers.
Social Marketing
Cause-related marketing supports a cause. Social marketing by nonprofit or government organizations furthers a cause, such as “say no to drugs” or “exercise more and eat better. Different types of organizations conduct social marketing in the United States. Government agencies include the Centers for Disease Control and Prevention, Departments of Health, Social, and Human Services, Department of Transportation, and the U.S. Environmental Protection Agency. The literally hundreds of nonprofit organizations that conduct social marketing include the American Red Cross, the United Way, and the American Cancer Society.
Marketing implementation is the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives. A brilliant strategic marketing plan counts for little if not implemented properly. Strategy addresses the what and why of marketing activities; implementation addresses the who, where, when, and how. They are closely related: One layer of strategy implies certain tactical implementation assignments at a lower level. For example, top management’s strategic decision to “harvest” a product must be translated into specific actions and assignments.
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. Four types of needed marketing control are provided by the authors: annual-plan control, profitability control, efficiency control, and strategic control.
Annual-Plan Control
Annual-plan control ensures the company achieves the sales, profits, and other goals established in its annual plan. At its heart is management by objectives. First, management sets monthly or quarterly goals. Second, it monitors performance in the marketplace. Third, management determines the causes of serious performance deviations. Fourth, it takes corrective action to close gaps between goals and performance.
Profitability Control
Companies should measure the profitability of their products, territories, customer groups, segments, trade channels, and order sizes to help determine whether to expand, reduce, or eliminate any products or marketing activities. The chapter appendix shows how to conduct and interpret a marketing profitability analysis.
Efficiency Control
Suppose a profitability analysis reveals the company is earning poor profits in certain products, territories, or markets. Are there more efficient ways to manage the sales force, advertising, sales promotion, and distribution?
Strategic Control
Each company should periodically reassess its strategic approach to the marketplace with a good marketing audit. Companies can also perform marketing excellence reviews and ethical/social responsibility reviews.
THE MARKETING AUDIT
The average U.S. corporation loses half its customers in five years, half its employees in four years, and half its investors in less than one year. Clearly, this points to some weaknesses. Companies that discover weaknesses should undertake a thorough study known as a 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.
The marketing audit’s four characteristics:
1. Comprehensive—The marketing audit covers all the major marketing activities of a business, not just a few trouble spots as in a functional audit. Although
functional audits are useful, they sometimes mislead management. Excessive sales force turnover, for example, could be a symptom not of poor sales-force
training or compensation but of weak company products and promotion. A comprehensive marketing audit usually is more effective in locating the real
source of problems.
2. Systematic—The marketing audit is an orderly examination of the organization’s macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities. It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
3. Independent— Self-audits, in which managers rate their own operations, lack objectivity and independence. The 3M Company has made good use of a corporate auditing office, which provides marketing audit services to divisions on request. Usually, however, outside consultants bring the necessary objectivity, broad experience in a number of industries, familiarity with the industry being audited, and undivided time and attention.
4. Periodic—Firms typically initiate marketing audits only after failing to review their marketing operations during good times, with resulting problems. A periodic marketing audit can benefit companies in good health as well as those in trouble.
To succeed in the future, marketing must be more holistic and less departmental. Marketers must achieve larger influence in the company, continuously create new ideas, and strive for customer insight by treating customers differently but appropriately. They must build their brands more through performance than promotion. They must go electronic and win through building superior information and communication systems.
The coming years will see:
• The demise of the marketing department and the rise of holistic marketing
• The demise of free-spending marketing and the rise of ROI marketing
• The demise of marketing intuition and the rise of marketing science
• The demise of manual marketing and the rise of both automated and creative marketing
• The demise of mass marketing and the rise of precision marketing