How can a company

improve its marketing

skil ls?

By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur

Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run

OfMarketing Management: A South Asian

PerspectiveBy Kotler, Keller, Koshy and Jha

Let’s see some

CHARACTERISTICS OF A GREAT MARKETING

COMPANY

1. The company selects target markets in which it enjoys

superior advantages and exits or avoids markets where it is

intrinsically weak.

2. Virtually all the company’s employees and departments are customer and market oriented.

3. There is a good working relationship between marketing, R&D, manufacturing, sales and customer service.

4. The company has installed incentives

designed to lead to the right behaviours.

5. The company builds and tracks customer satisfaction

and loyalty.

6. The company manages a value delivery system in partnership with strong suppliers and distributors.

7. The company is skilled in building its brand name(s) and image.

8. The company is flexible in meeting customers’ varying

requirements.

Improving marketing practices

involves 2 steps…

1.

Marketing

Implementation

MARKETING IMPLEMENTATION

is the process that turns marketing plans into action

assignments and ensures they accomplish the plan’s stated

objectives.

Strategy addresses the…

Strategy addresses the…

What Why

Strategy addresses the…

What Why

of marketing activities.

Implementation addresses the…

Implementation addresses the…

Who

Where When

How

Implementation addresses the…

Who

Where When

How

of marketing activities.

Marketers need better templates for marketing processes, better

management of marketing assets, and better allocation of marketing

programs.

Marketing resource management (MRM) software provides a set of Web based applications that automate project management, customer relationship management and knowledge management.

MRM software lets marketers improve spending and investment decisions and reduce decision time and costs.

2.

Marketing

Control

Marketing control

Is a process by which firms assess the effects of their marketing

activities and programs and make adjustments.

Four types of Marketing Control

Annual-PlanControl

Profitability Control

Efficiency Control

Strategic Control

Thank You!

CreditsPictures Sourced from:

www.flickr.comwww.pinterest.com

http://commons.wikimedia.orgwww.theguardian.com

www.imgur.com

Fonts Sourced from:www.fontsquirrel.com

Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha