chapter 22 villafuerte

10 Important Concepts:

Managing A Holistic Marketing Organization for

the Long Run

Conrad Josef Q. Villafuerte

Outline1. Internal Marketing2.Functional

Organization3. Geographic

Organization4. Product / Brand

Management Organization

5. Creative Marketing Organization

6. Firms of Endearment7. Corporate Social

Responsibility8. Sustainability9. Cause-Related

Marketing10. Social Marketing

Internal Marketing

Buying into concepts and goals of marketing

Concept 1

Internal Marketing

Kotler

Local

Medical

Concept 1

Make It Happen

Tambuli Award Winner

Seminars and Programs

Marketing Department Organization

Functional Organization Most common form

Functional specialists reporting to marketing Vice President

Concept 2

Functional Organization

Kotler

Local

Medical

Concept 2

Geographical Organization National market

companies

Sales force organized along geographic lines

Concept 3

Geographical Organization

Kotler

Concept 4

East

West

Geographical Organization

Concept 4

Local

Medical

North

South

One Philippine Silver Corporation

Product / Brand Management Organization Appropriate for companies producing multiple products/services

Concept 4

Kotler

Local

Medical

Product / Brand Management Organization

Concept 4

Medical/Teaching EquipmentDairy Products

Pharmaceuticals

Concepts: Organizations Built for the Long Run

Creative Marketing Organizations Company-wide

passion for customers

Organized around customer segments

Understands customers through research

Concept 5

Creative Marketing Organizations

Kotler

Local

Medical

Concept 5

Patient-CenteredCEO Visits

Firms of Endearment Culture of caring

Serve the interests of their stakeholders

SPICE◦ Society, Partners,

Investors, Customers, Employees

Concept 6

Firms of EndearmentConcept 6

Kotler

Passion and Purpose

Firms of Endearment

Local

Taking Care of Employees

Medical

Concept 6

Corporate Social Responsibility

Legal Behavior

Ethical Behavior

Social Responsibility Behavior

Concept 7

Corporate Social Responsibility

Kotler Local

Concept 7

Charitable Foundations

Medical

Makati Medical Center

Corporate Social Responsibility

Concept 7

Sustainability More than being eco-

friendly

In it for the long haul

Concept 8

Sustainability

Kotler

Local

Medical

Concept 8

Mission-Vision-Objectives

Incorporate CSR

AAA Grade - Innovest

Cause-Related Marketing Links the firm’s

contributions to a cause

Corporate social Marketing◦Efforts with at least

one noneconomic objective

Concept 9

Cause-Related Marketing

Kotler

Local

Medical

Concept 9

Health and Wellness

Fitness - Kids

Computers for Schools

Social Marketing Furthering causes by nonprofit or government organizations

Concept 10

Social Marketing

Kotler

Local

Medical

Concept 10

Honduras – Oral Rehydration Infectious Disease

Yosi Kadiri

Outline1. Internal Marketing2.Functional

Organization3. Geographic

Organization4. Product / Brand

Management Organization

5. Creative Marketing Organization

6. Firms of Endearment7. Corporate Social

Responsibility8. Sustainability9. Cause-Related

Marketing10. Social Marketing

A marketing organization built for the long-run◦ holistic◦ sustainable◦ stakeholder-oriented

My Conclusion

The End. Thank You!