21 Managing a Holistic Marketing Organization for the Long Run

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e 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, 14e 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, 14e 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, 14e 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, 14e Figure 21.1 Functional Organization

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e 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, 14e Figure 21.2 The Product- Management Organization

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

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e 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, 14e 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, 14e Figure 21.4 The Control Process

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