21 Managing a Holistic Marketing Organization for the

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21 Managing a Holistic Marketing Organization for the Long Run

21 Managing a Holistic Marketing Organization for the Long Run

Chapter Questions § § § What are the important trends in marketing practices? What

Chapter Questions § § § What are the 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 © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -2

Trends in Marketing Practices § § § Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering

Trends in Marketing Practices § § § Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging § § § Globalizing Flattening Focusing Accelerating Empowering Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -3

Internal Marketing § § § R&D Purchasing Manufacturing Marketing Sales § § § Logistics

Internal Marketing § § § R&D Purchasing Manufacturing Marketing Sales § § § Logistics Accounting Finance Public Relations Other Customer. Contact Personnel Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -4

Organizing the Marketing Department § § § Functional Organization Geographic Organization Product- or Brand-Management

Organizing the Marketing Department § § § Functional Organization Geographic Organization Product- or Brand-Management Organization Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -5

Figure 21. 1 Functional Organization Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized

Figure 21. 1 Functional Organization Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -6

Geographic Organization § The national sales manager may supervise regional sales managers, who each

Geographic Organization § The national sales manager may supervise regional sales managers, who each supervise a few zonal/branch managers, supported by sales officers, sales supervisors, and sales persons. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -7

Figure 21. 2 The Product. Management Organization Copyright © 2013 Dorling Kindersley (India) Pvt

Figure 21. 2 The Product. Management Organization Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -8

Corporate Social Responsibility § § § Socially responsible behavior Ethical behavior Legal behavior Copyright

Corporate Social Responsibility § § § Socially responsible behavior Ethical behavior Legal behavior Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -9

Cause-Related Marketing Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the

Cause-Related Marketing Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -10

Cause-Marketing Benefits § § § Build brand awareness Enhance brand image Establish brand credibility

Cause-Marketing Benefits § § § Build brand awareness Enhance brand image Establish brand credibility Evoke brand feelings Create a sense of brand community Elicit brand engagement Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -11

Social Marketing Planning Process § § Where are we? Where do we want to

Social Marketing Planning Process § § Where are we? Where do we want to go? How will we get there? How will we stay on course? Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -12

Figure 21. 4 The Control Process Copyright © 2013 Dorling Kindersley (India) Pvt Ltd.

Figure 21. 4 The Control Process Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -13

Types of Marketing Control Annual Plan Control Profitability Control Efficiency Control Strategic Control Copyright

Types of Marketing Control Annual Plan Control Profitability Control Efficiency Control Strategic Control Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -14

Approaches to Annual Plan Control § § Sales analysis Market share analysis Sales-to-expense ratios

Approaches to Annual Plan Control § § Sales analysis Market share analysis Sales-to-expense ratios Financial analysis Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -15

Approaches to Profitability Control § § § Product Territory Customer § § § Segment

Approaches to Profitability Control § § § Product Territory Customer § § § Segment Trade channel Order size Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -16

Efficiency Control Approaches § § Sales force Advertising Sales promotion Distribution Copyright © 2013

Efficiency Control Approaches § § Sales force Advertising Sales promotion Distribution Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -17

Strategic Control Approaches § § Marketing effectiveness rating instrument Marketing audit Marketing excellence review

Strategic Control Approaches § § Marketing effectiveness rating instrument Marketing audit Marketing excellence review Company ethical and social responsibility review Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -18

What is a Marketing Audit? A marketing audit is a comprehensive, systematic, independent, periodic

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. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -19

Characteristics of Marketing Audits Comprehensive Systematic Independent Periodic Copyright © 2013 Dorling Kindersley (India)

Characteristics of Marketing Audits Comprehensive Systematic Independent Periodic Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -20

For Review § § § What are the important trends in marketing practices? What

For Review § § § What are the 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 © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14 e. 21 -21

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