MARKETING MANAGEMENT 12th edition

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MARKETING MANAGEMENT12th edition

• 22
• Managing a Holistic Marketing Organization

Kotler Keller
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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
  implementation skills?
• What tools are available to help companies
  monitor and improve their marketing activities?

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Trends in Marketing Practices

• Reengineering
• Outsourcing
• Benchmarking
• Supplier partnering
• Customer partnering
• Merging

• Globalizing
• Flattening
• Focusing
• Accelerating
• Empowering

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Organizing the Marketing Department

• Functionally
• Geographically
• By product
• By brand
• By market
• Matrix
• By corporate/division

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Figure 22.1 Functional Organization
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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

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Figure 22.2 The Product Managers Interactions
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Figure 22.3 Vertical Product Team

• PM Product Manager
• APM Associate PM
• PA Product Assistant

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Figure 22.3 Triangular Product Team

• PM Product Manager
• R Market Researcher
• C Communication Specialist

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Figure 22.3 Horizontal Product Team

• PM Product Manager
• R Market Researcher
• C Communication Specialist
• S Sales Manager
• D Distribution Specialist
• F Finance Specialist
• E Engineer

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Dow Corning uses a horizontal product team
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Figure 22.4 Product/Marketing-Management Matrix
System
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Role of Marketing at the Corporate Level

• To promote a culture of customer orientation
• To be an advocate for the customer
• To assess market attractiveness
• To develop firms overall value proposition, the
  vision, and articulation of how it proposes to
  deliver superior value to customers

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Corporate Social Responsibility
Socially responsible Behavior
Ethical behavior
Legal behavior
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Top-Rated Companies for Social Responsibility

• Johnson Johnson
• Coca-Cola
• Wal-Mart
• Anheuser-Busch
• Hewlett-Packard
• Walt Disney
• Microsoft

• IBM
• McDonalds
• 3M
• UPS
• FedEx
• Target
• Home Depot

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Fetzer emphasizes a commitment to social
responsibility
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Cause-Related Marketing
Marketing that links the firms contributions to
a designated cause to customers engaging directly
or indirectly in revenue-producing
transactions with the firm.
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Corporate Social Marketing
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.
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Cause-Related Marketing
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Cause-Related Marketing
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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

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Co-Branded Cause
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Social Marketing Campaigns
Cognitive
Action
Value
Behavioral
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Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
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Necessary Skills for Implementing Marketing
Programs

• Diagnostic skills
• Identification of company level
• Implementation skills
• Evaluation skills

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Figure 22.5 The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
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Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
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Marketing Audit
Comprehensive, systematic, independent periodic
examination of a companys or business units
marketing environment, objectives, strategies,
and activities with a view to determining problem
areas and opportunities, and recommending a plan
of action to improve the companys marketing
performance.
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Characteristics of Marketing Audits (See Table
22.5)

• Comprehensive
• Systematic
• Independent
• Periodic

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Marketing Debate

• Is marketing management an art
• or a science?
• Take a position
• Marketing management is largely an
• artistic exercise and therefore highly
• subjective.
• 2. Marketing management is largely a
• scientific exercise with well-established
• guidelines and criteria.

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Marketing Discussion

• How does cause or corporate social
• marketing affect your personal
• consumer behavior? Do you ever
• buy or not buy any products because
• of a company environmental policies
• or programs? Why or why not?