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  1. 1. Marketing Management, 12/e A South Asian Perspective 22 Managing a Holistic Marketing Organization
  2. 2. Chapter Questions <ul><li>What are important trends in marketing practices? </li></ul><ul><li>What are the keys to effective internal marketing? </li></ul><ul><li>How can companies be responsible social marketers? </li></ul><ul><li>How can a company improve its marketing implementation skills? </li></ul><ul><li>What tools are available to help companies monitor and improve their marketing activities? </li></ul>
  3. 3. Trends in Marketing Practices <ul><li>Reengineering </li></ul><ul><li>Outsourcing </li></ul><ul><li>Benchmarking </li></ul><ul><li>Supplier partnering </li></ul><ul><li>Customer partnering </li></ul><ul><li>Merging </li></ul><ul><li>Globalizing </li></ul><ul><li>Flattening </li></ul><ul><li>Focusing </li></ul><ul><li>Accelerating </li></ul><ul><li>Empowering </li></ul>
  4. 4. Organizing the Marketing Department <ul><li>Functionally </li></ul><ul><li>Geographically </li></ul><ul><li>By product </li></ul><ul><li>By brand </li></ul><ul><li>By market </li></ul><ul><li>Matrix </li></ul><ul><li>By corporate/division </li></ul>
  5. 5. Tasks Performed by Brand Managers <ul><li>Develop long-range and competitive strategy for each product. </li></ul><ul><li>Prepare annual marketing plan and sales forecast. </li></ul><ul><li>Work with advertising and merchandising agencies to develop campaigns. </li></ul><ul><li>Increase support of the product among channel members. </li></ul><ul><li>Gather continuous intelligence on product performance, customer attitudes. </li></ul><ul><li>Initiate product improvements. </li></ul>
  6. 6. Role of Marketing at the Corporate Level <ul><li>To promote a culture of customer orientation </li></ul><ul><li>To be an advocate for the customer </li></ul><ul><li>To assess market attractiveness </li></ul><ul><li>To develop firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers </li></ul>
  7. 7. Corporate Social Responsibility <ul><li>Legal behavior </li></ul><ul><li>Ethical behavior </li></ul><ul><li>Socially responsible behavior </li></ul>
  8. 8. Top-Rated Companies for Social Responsibility <ul><li>Johnson & Johnson </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Wal-Mart </li></ul><ul><li>Anheuser-Busch </li></ul><ul><li>Hewlett-Packard </li></ul><ul><li>Walt Disney </li></ul><ul><li>Microsoft </li></ul><ul><li>IBM </li></ul><ul><li>McDonald’s </li></ul><ul><li>3M </li></ul><ul><li>UPS </li></ul><ul><li>FedEx </li></ul><ul><li>Target </li></ul><ul><li>Home Depot </li></ul>
  9. 9. Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
  10. 10. Corporate Social Marketing Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners.
  11. 11. Branding a Cause Marketing Program <ul><li>Self-branded: Create Own Cause Program </li></ul><ul><li>Co-branded: Link to Existing Cause Program </li></ul><ul><li>Jointly branded: Link to Existing Cause Program </li></ul>
  12. 12. Social Marketing Campaigns <ul><li>Cognitive </li></ul><ul><li>Action </li></ul><ul><li>Behavioral </li></ul><ul><li>Value </li></ul>
  13. 13. Social Marketing Planning Process <ul><li>Where are we? </li></ul><ul><li>Where do we want to go? </li></ul><ul><li>How will we get there? </li></ul><ul><li>How will we stay on course? </li></ul>
  14. 14. Necessary Skills for Implementing Marketing Programs <ul><li>Diagnostic skills </li></ul><ul><li>Identification of company level </li></ul><ul><li>Implementation skills </li></ul><ul><li>Evaluation skills </li></ul>
  15. 15. The Control Process <ul><li>What do we want to achieve? </li></ul><ul><li>What is happening? </li></ul><ul><li>Why is it happening? </li></ul><ul><li>What should we do about it? </li></ul>
  16. 16. Types of Marketing Control <ul><li>Annual plan control </li></ul><ul><li>Profitability control </li></ul><ul><li>Efficiency control </li></ul><ul><li>Strategic control </li></ul>
  17. 17. Marketing Audit Comprehensive, systematic, independent 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.
  18. 18. Characteristics of Marketing Audits (See Table 22.5) <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>