Based on Chapter 21 of Marketing Management : An Indian Perspective by Kotler, Keller.

1. How can a company
improve its marketing
skills?

2. By,
Anurag Kar
B.Tech. Student
Department of E and ECE
IIT Kharagpur
Based on Chapter 21: Managing a Holistic
Marketing Organisation for the Long Run
Of
Marketing Management: A South Asian
Perspective
By Kotler, Keller, Koshy and Jha

3. Let’s see some
CHARACTERISTICS OF
A GREAT MARKETING
COMPANY

4. 1. The company selects target
markets in which it enjoys
superior advantages and exits
or avoids markets where it is
intrinsically weak.

5. 2. Virtually all the company’s
employees and departments
are customer and market
oriented.

6. 3. There is a good working
relationship between marketing,
R&D, manufacturing, sales and
customer service.

7. 4. The company has
installed incentives
designed to lead to the
right behaviours.

8. 5. The company builds and
tracks customer satisfaction
and loyalty.

9. 6. The company manages a
value delivery system in
partnership with strong suppliers
and distributors.

10. 7. The company is skilled in
building its brand name(s) and
image.

11. 8. The company is flexible in
meeting customers’ varying
requirements.

12. Improving marketing practices
involves 2 steps…

13. 1.
Marketing
Implementation

14. MARKETING IMPLEMENTATION
is the process that turns
marketing plans into action
assignments and ensures they
accomplish the plan’s stated
objectives.

15. Strategy addresses the…

16. Strategy addresses the…
What Why

17. Strategy addresses the…
What Why
of marketing activities.

18. Implementation addresses the…

19. Implementation addresses the…
Who
Where When
How

20. Implementation addresses the…
Who
Where When
How
of marketing activities.

21. Marketers need better templates for
marketing processes, better
management of marketing assets,
and better allocation of marketing
programs.

22. Marketing resource
management (MRM)
software provides a set of
Web based applications
that automate project
management, customer
relationship management
and knowledge
management.

23. MRM software lets marketers
improve spending and
investment decisions and reduce
decision time and costs.

24. 2.
Marketing
Control

25. Marketing control
Is a process by which firms assess
the effects of their marketing
activities and programs and make
adjustments.

26. Four types of
Marketing
Control
Annual-Plan
Control
Profitability
Control
Efficiency
Control
Strategic
Control

29. Thank You!

30. Credits
Pictures Sourced from:
www.flickr.com
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http://commons.wikimedia.org
www.theguardian.com
www.imgur.com
Fonts Sourced from:
www.fontsquirrel.com
Based on “Marketing Management: A South Asian Perspective”
By Kohler, Kelter, Koshy and Jha