Chapter 22 - Managing a holistic marketing organization for the long run. In this chapter, we will address the following 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?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Ch 2 r e t p a Managing a Holistic Marketing Organization for the Long Run Discussion 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? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 19 Trends in Marketing Practices Deregulatio n Globalization Market Fragmentation Consumer Empowerme nt Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Environment al Concerns Slide of 19 Internal Marketing Marketing Departments • Organizing • Working with others • Foster creativity Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 19 e r u g Fi 2.1 Functional Organization Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 19 Organizing the Marketing Department Functional Organization Geography Product- or BrandManagement Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall MarketManagement MatrixManagement Slide of 19 e r u g Fi 2.2 The Product Manager’s Interactions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 19 e r u g Fi 2.3 Three Types of Product Teams Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 19 Relationships w/Other Departments Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 19 Creative Marketing Organizations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 19 Socially Responsible Marketing Ethics Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Values Sustainabilit y Slide 12 of 19 Cause Related Marketing Cause Related Marketing $0.75 $4.99 • Social Just Say No! Marketing • Buckle up for Safety Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 19 Millennial Data Points 85% 86% 84% 87% likely to switch to brand linked to a good cause consider a company’s social commitments before making recommendations consider a company’s social commitments before deciding where to shop consider a company’s social commitments when deciding where to work Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 19 Marketing Implementation What Strateg y Why Who Implementatio n Where When How Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 19 Marketing Control Annual-Plan Profitability Efficiency Strategic Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 19 e r u g Fi 2.4 The Control Process Goal Setting What we want to achieve? Performance Measuremen t What is happening? Performance Diagnosis Why is it happening? Corrective Action What should we about it? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 19 The Marketing Audit Marketing Environment Marketing Strategy Marketing Organization • • • • Comprehensive Systematic Independent Periodic Marketing Systems Marketing Productivity Marketing Functions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 19 The Future of Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 19 ... of 19 The Marketing Audit Marketing Environment Marketing Strategy Marketing Organization • • • • Comprehensive Systematic Independent Periodic Marketing Systems Marketing Productivity Marketing. .. Prentice Hall Values Sustainabilit y Slide 12 of 19 Cause Related Marketing Cause Related Marketing $0.75 $4.99 • Social Just Say No! Marketing • Buckle up for Safety Copyright © 2012 Pearson Education,... 19 Marketing Implementation What Strateg y Why Who Implementatio n Where When How Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 19 Marketing Control Annual-Plan