Chapter Questions

1
Chapter Questions

• What are the trends in marketing practices?
• How are marketing departments organized?
• What is the role of marketing in organizations?
• What skills are necessary for marketing?
• How can companies be socially responsible?

2
Trends in Marketing Practices

• Merging
• Globalizing
• Outsourcing
• Reengineering
• Flattening
• Focusing
• Benchmarking
• Supplier partnering
• Customer partnering

3
Organizing the Marketing Department

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

4
Functional Organization
5
Vertical Product Team

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

6
Horizontal Product Team

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

7
The Product Managers Interactions
8
Triangular Product Team

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

9
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

10
Necessary Skills for Marketing Programs

• Diagnostic (Analytics)
• Implementation
• Evaluation
• Interaction with corporate level

11
The bigger picture
Corporations exist as part of society what do
they do to help? (Besides earn a profit for
shareholders)
12
Corporate Social Responsibility
Marketing efforts using the resources of the
company to enhance society.
13
Corporate Social Responsibility
Socially Responsible Behaviour
Ethical behaviour
Legal behaviour
14
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.
15
Cause-Related Marketing
16
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

17
Social Marketing

• Three major classes of tools to change behavior
• Education (Promises)
• Law (Sticks)
• Marketing (Carrots)

18
Education-Law-Marketing