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Pp chap007
The document discusses integrating marketing into business operations. It provides examples of how companies can establish a customer-focused corporate culture through various initiatives. These include listening to customer feedback, aligning customer needs with company capabilities, and encouraging collaboration across departments. The text also outlines different models for marketing organization and processes that bring together internal partners to learn about customers and share information.
Pp chap007
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- 2. Chapter Seven Weaving Marketing into the Fabric of the Firm McGraw-Hill/Irwin Copyright © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
- 3. COMPONENTS OF MARKET ORIENTATION 1. Establish a corporate culture where every employee values their customers 2. Listening to the voice of the customer throughout the entire company 3. Developing superior skills to understand and satisfy customers 7-3
- 4. LINKING CUSTOMER NEEDS TO COMPANY CAPABILITIES COMPANY CUSTOMER NEEDS LINKS CAPABILITIES Inputs by customers Spanning activities Defined by all through sales, service, that provide organization functions information seeking decision-making information OBJECTIVE: TO ALIGN EACH PARTNER’S GOALS 7-4
- 5. EXTERNAL EMPHASIS INTERNAL EMPHASIS Outside-in Inside-Out Process Process Spanning Process • Market Sensing • Customer Order Fulfillment • Financial Management • Customer • Pricing • Cost Control Linking • Purchasing • Technology • Channel • Customer Service Delivery Development Bonding • New Product / Service • Integrated Logistics •Technology Development • Manufacturing/Trans- Monitoring • Strategy Development formation Process • Human Resources Management • Environmental Safety Health and Safety 7-5
- 6. STAGES OF INTERNAL AND EXTERNAL PARTNERING AWARENESS EXPLORATION EXPANSION COMMITMENT ACHIEVING THE SUPRAGOAL: CUSTOMER SATISFACTION 7-6
- 7. USING INFORMATION ASA SPAN • Marketing • Customer OUTSIDE-IN PROCESS Outside-in Process Linking • Channel Bonding Order Entry Billing Postal Order Order Order Order And and Planning Generation Scheduling Fulfillment Service Prioritization Payment Cost Estimation and Pricing • Manufacturing Transformation • Financial Inside-Out Process Management • Integrated Logistics 7-7
- 8. INTERNAL CORPORATE PARTNERS PURCHASING MANUFACTURING AND MARKETING ENGINEERING (R&D) FINANCE 7-8
- 9. ENCOURAGING INTEGRATION IN MARKETING OPERATIONS DEVELOP AND ARTICULATE STRATEGIC DECISIONS THAT WILL BE IMPLEMENTED PURSUE PERSONNEL STABILITY TO ENHANCE LONG TERM RAPPORT LEVEL THE BUDGET AND COMPENSATION PLAYING FIELD THAT SUPPORTS MARKETING EFFORTS ESTABLISH CLEAR AND FORMALIZED COMMUNICATION / ORGANIZATION STRUCTURES 7-9
- 10. TYPICAL MARKETING ORGANIZATIONSTRUCTURE MARKETING DIRECTOR SALES PRODUCT MARKETING DEVELOPMENT MARCOMM RESEARCH 7-10
- 11. CUSTOMER FOCUSED TEAMSTRUCTURE Sales Account Manufacturing Engineering Manager Engineering Mfg. Rep Rep Customer Purchasing Shipping Agent Rep Shipping Finance Purchasing Rep Finance 7-11
- 12. HOW BUSINESS TOBUSINESS MARKETERS LEARN: THE THREE-STEP PROCESS 1 2 3 INFORMATION INFORMATION SHARED ACQUISITION DISSEMINATION INTERPRETATION Marketing Research To: Through: Sales and Service Feedback Marketing Management Brainstorming Environmental Scanning Senior Management Planning Competitive Intelligence Manufacturing Other Processes Accounting Systems Engineering and R&D Information Systems Finance Experiments Benchmarking Joint Venture Lead Customers Organizational Memory 7-12
- 13. CREATING NEW KNOWLEDGE: THE TOOLS • COGNITIVE MAPPING • Finding links of cause and effect through exploring beliefs and assumptions • EXPERIMENTS • Research that tests cognitive maps • LEARNING LABORATORIES • A physical environment set aside for learning through experiments, simulations, models and role playing • LEARNING FROM OTHERS • Getting knowledge from partners, consultants, seminars, and competitors. 7-13
- 14. COGNITIVE MAPS—MAP 1 Example: Kinko’s Observation Observation Observation More Kinko’s stores Have fewer competitors compete with stores in a city means less each other business per + when located = store in the same city because of free delivery service 7-14
- 15. TWO COGNITIVE MAPS—MAP2 Observation Observation Advertising Each store drives has awareness signage or advertising Assumption Observation Conclusion 2 More Higher Have more stores awareness stores in a mean more means more = city awareness business 7-15