MARKETING MANAGEMENT 12 th edition 22 Managing a

MARKETING MANAGEMENT 12 th edition 22 Managing a Holistic Marketing Organization Kotler Keller

Chapter Questions n n n 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 implementation skills? What tools are available to help companies monitor and improve their marketing activities? 2

Trends in Marketing Practices n n n Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging n n n Globalizing Flattening Focusing Accelerating Empowering 3

Organizing the Marketing Department Functionally n Geographically n By product n By brand n By market n Matrix n By corporate/division n 4

Tasks Performed by Brand Managers n n n 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. 5

Role of Marketing at the Corporate Level To promote a culture of customer orientation n To be an advocate for the customer n To assess market attractiveness n To develop firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers n 6

Corporate Social Responsibility Legal behavior n Ethical behavior n Socially responsible behavior n 7

Top-Rated Companies for Social Responsibility n n n n Johnson & Johnson Coca-Cola Wal-Mart Anheuser-Busch Hewlett-Packard Walt Disney Microsoft n n n n IBM Mc. Donald’s 3 M UPS Fed. Ex Target Home Depot 8

Cause-Related Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm. 9

Corporate Social Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners. 10

Branding a Cause Marketing Program Self-branded: Create Own Cause Program n Co-branded: Link to Existing Cause Program n Jointly branded: Link to Existing Cause Program n 11

Social Marketing Campaigns Cognitive n Action n Behavioral n Value n 12

Social Marketing Planning Process Where are we? n Where do we want to go? n How will we get there? n How will we stay on course? n 13

Necessary Skills for Implementing Marketing Programs n Diagnostic skills n Identification of company level n Implementation skills n Evaluation skills 14

The Control Process What do we want to achieve? n What is happening? n Why is it happening? n What should we do about it? n 15

Types of Marketing Control Annual plan control n Profitability control n Efficiency control n Strategic control n 16

Marketing Audit 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. 17

Characteristics of Marketing Audits (See Table 22. 5) Comprehensive n Systematic n Independent n Periodic n 18