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ita all about holistic marketing and its features
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21Managing a Holistic
Marketing Organization for the
Long Run
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-2
Chapter Questions
What are the important trends in marketing practices?
What are the keys to effective internal marketing?
How can companies be responsible social marketers?
How can a company improve its marketing skills?
What tools are available to help companies monitor and improve their marketing activities?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-3
Trends in Marketing Practices
Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging
Globalizing Flattening Focusing Accelerating Empowering
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-4
Internal Marketing
R&D Purchasing Manufacturing Marketing Sales
Logistics Accounting Finance Public Relations Other Customer-
Contact Personnel
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-5
Organizing the Marketing Department
Functional Organization Geographic Organization Product- or Brand-Management Organization Market-Management Organization Matrix-Management Organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-6
Figure 21.1 Functional Organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Figure 21.2 The Product-Management Organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Tasks Performed by Brand Managers
Develop long-range and competitive strategy for each product
Prepare annual marketing plan and sales forecast Work with advertising and merchandising agencies to
develop campaigns Increase support of the product among channel
members Gather continuous intelligence on product
performance, customer attitudes Initiate product improvements
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-9
Figure 21.3 Types of Product Teams
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Market-Management Organization
Market managers supervise several market-development managers, market specialists, or industry specialists
Market managers are staff people with duties like those of product managers. They develop long-range and annual plans for their markets.
Companies organized this way are called market-centered organizations.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-11
Building a Creative Marketing Organization
Developing a company-wide passion for customers
Organizing around customer segments instead of products
Understanding customers through qualitative and quantitative research
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-12
How Can CEOs Create a Marketing-Focused Company?
Convince senior management of the need to become customer focused
Appoint a senior marketing officer and marketing task force
Get outside guidance Change the company’s reward measurement
and system Hire strong marketing talent
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-13
How Can CEOs Create a Marketing-Focused Company?
Develop strong in-house marketing training programs
Install a modern marketing planning system Establish an annual marketing excellence
recognition program Shift from a department focus to a process-
outcome focus Empower the employees
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-14
Corporate Social Responsibility
Socially responsible behavior Ethical behavior Legal behavior
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-15
Cause-Related Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-16
Cause-Marketing Benefits
Build brand awareness Enhance brand image Establish brand credibility Evoke brand feelings Create a sense of brand
community Elicit brand engagement
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-17
Branding a Cause Marketing Program
Self-branded: Create Own Cause Program Co-branded: Link to Existing Cause Program Jointly branded: Link to Existing Cause
Program
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-18
Social Marketing Campaigns
Cognitive
Action
Behavioral
Value
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-19
Key Success Factors for Social Marketing Programs
Chose target markets that are ready to respond
Promote a single, doable behavior in clear, simple terms
Explain the benefits in compelling terms Make it easy to adopt the behavior Develop attention-grabbing messages Consider an education-entertainment
approach
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-20
Social Marketing Planning Process
Where are we? Where do we want to
go? How will we get there? How will we stay on
course?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-21
Figure 21.4 The Control Process
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-22
Types of Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-23
Approaches to Annual Plan Control
Sales analysis Market share analysis Sales-to-expense ratios Financial analysis Market-based scorecard analysis
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-24
Approaches to Profitability Control Product Territory Customer
Segment Trade channel Order size
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-25
Efficiency Control Approaches
Sales force Advertising Sales promotion Distribution
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-26
Strategic Control Approaches
Marketing effectiveness rating instrument Marketing audit Marketing excellence review Company ethical and social responsibility
review
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-27
What is a Marketing Audit?
A marketing audit is a 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.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
21-28
Characteristics of Marketing Audits
Comprehensive
Systematic
Independent
Periodic
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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For Review
What are the important trends in marketing practices?
What are the keys to effective internal marketing?
How can companies be responsible social marketers?
How can a company improve its marketing skills?
What tools are available to help companies monitor and improve their marketing activities?