kotler mm 14e_22_ippt
TRANSCRIPT
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22Managing a
Holistic Marketing
Organization for the Long Run
1
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Chapter Questions
What are 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?
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Trends in Marketing Practices
Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging
Globalizing Flattening Focusing Accelerating Empowering
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Internal Marketing
R&D Purchasing Manufacturing Marketing Sales
Logistics Accounting Finance Public Relations Other Customer-
Contact Personnel
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Organizing the Marketing Department
Functional Organization Geographic Organization Product- or Brand-Management Organization Market-Management Organization Matrix-Management Organization
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Figure 22.1 Functional Organization
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Figure 22.2 The Product-Management Organization
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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
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Figure 22.3 Types of Product Teams
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Category Management
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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.
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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
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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
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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
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Corporate Social Responsibility
Socially responsible behavior Ethical behavior Legal behavior
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Cause-Related Marketing
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Cause-Marketing Benefits
Build brand awareness Enhance brand image Establish brand credibility Evoke brand feelings Create a sense of brand community Elicit brand engagement
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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
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Social Marketing Campaigns
Cognitive
Action
Behavioral
Value
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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
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Social Marketing Planning Process
Where are we? Where do we want to
go? How will we get there? How will we stay on
course?
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Figure 22.4 The Control Process
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Types of Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
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Approaches to Annual Plan Control
Sales analysis Market share analysis Sales-to-expense ratios Financial analysis Market-based scorecard analysis
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Approaches to Profitability Control Product Territory Customer
Segment Trade channel Order size
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Efficiency Control Approaches
Sales force Advertising Sales promotion Distribution
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Strategic Control Approaches
Marketing effectiveness rating instrument Marketing audit Marketing excellence review Company ethical and social responsibility
review
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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.
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Characteristics of Marketing Audits
Comprehensive
Systematic
Independent
Periodic
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For Review
What are 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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 22-30