Lectures Marketing management - Chapter 22: Managing a holistic marketing organization for the long run provides students with the knowledge: Trends in marketing practices, organizing the marketing department, socially responsible marketing, marketing implementation and control. Invite you to refer to the disclosures.
CHAPTER 22 MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn 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? © Nguyễn Tiến Dũng Main Contents Trends in Marketing Practices Organizing the Marketing Deparment Socially Responsible Marketing Marketing Implementation and Control © Nguyễn Tiến Dũng Trends in Marketing Practices © Nguyễn Tiến Dũng © Nguyễn Tiến Dũng Internal Marketing ● Organizing the Marketing Department ● Customer-Focused Organization © Nguyễn Tiến Dũng Organizing the Marketing Department ● Functional Organization ● Geographic Organization ● Product- or Brand-Management Organization ● Market-Management Organization ● Matrix-Management Organization © Nguyễn Tiến Dũng Functional Organization © Nguyễn Tiến Dũng Product/Brand Manager Structure © Nguyễn Tiến Dũng 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 © Nguyễn Tiến Dũng 10 What is Cause-Related Marketing? Cause-related marketing is marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm © Nguyễn Tiến Dũng 18 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 © Nguyễn Tiến Dũng 19 Possible Objectives for Social Marketing Campaigns ● Cognitive ● Action ● Behavioral ● Value © Nguyễn Tiến Dũng 20 Key Success Factors for Social Marketing Programs ● Study the literature and previous campaigns ● 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 © Nguyễn Tiến Dũng 21 Social Marketing Planning Process ● Where are we? ● Where we want to go? ● How will we get there? ● How will we stay on course? © Nguyễn Tiến Dũng 22 Marketing Implementation and Control ● What we want to achieve? ● What is happening? ● Why is it happening? ● What should we about it? © Nguyễn Tiến Dũng 23 Types of Marketing Control ● Annual plan control ● Profitability control ● Efficiency control ● Strategic control © Nguyễn Tiến Dũng 24 © Nguyễn Tiến Dũng 25 © Nguyễn Tiến Dũng 26 Approaches to Annual Plan Control ● Sales analysis ● Market share analysis ● Sales-to-expense ratios ● Financial analysis ● Market-based scorecard analysis © Nguyễn Tiến Dũng 27 Marketing Profitability Analysis ● Step 1: Identify functional expenses ● Step 2: Assign functional expenses to marketing entities ● Step 3: Prepare a profit-and-loss statement for each marketing entity © Nguyễn Tiến Dũng 28 Types of Costs ● Direct costs ● Traceable common costs ● Nontraceable common costs © Nguyễn Tiến Dũng 29 Measures Tracked for Efficiency Control ● Logistics costs as a percentage of sales ● Percentage of orders filled correctly ● Percentage of on-time deliveries ● Number of billing errors © Nguyễn Tiến Dũng 30 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 © Nguyễn Tiến Dũng 31 Characteristics of Marketing Audits ● Comprehensive ● Systematic ● Independent ● Periodic © Nguyễn Tiến Dũng 32 ... Responsible Marketing Marketing Implementation and Control © Nguyễn Tiến Dũng Trends in Marketing Practices © Nguyễn Tiến Dũng © Nguyễn Tiến Dũng Internal Marketing ● Organizing the Marketing Department... Matrix-Management Organization © Nguyễn Tiến Dũng Functional Organization © Nguyễn Tiến Dũng Product/Brand Manager Structure © Nguyễn Tiến Dũng Tasks Performed by Brand Managers ● Develop long-range... ● Strategic control © Nguyễn Tiến Dũng 24 © Nguyễn Tiến Dũng 25 © Nguyễn Tiến Dũng 26 Approaches to Annual Plan Control ● Sales analysis ● Market share analysis ● Sales-to-expense ratios ● Financial