TAKE CONTROL WITH MANAGEMENT CHAPTER 22 CHAPTER 22 TAKE CONTROL WITH MANAGEMENT 22-1 The Functions of Management 22-2 Managing Effectively with a Marketing Plan 22-3 The Work of Marketing Managers Chapter 22

Chapter 22 Focus Questions: What are the main responsibilities of each of the types of managers listed in the ad—CFO, COO, CMO, CEO, and CIO? Why is it important for them to be able to easily communicate and share information with each other? If you were a manager in a large company, would this ad interest you? Why or why not? ©BMCSOFTWARE Chapter 22

THE FUNCTIONS OF MANAGEMENT 22-1 THE FUNCTIONS OF MANAGEMENT GOALS Explain the importance of management in business and the role of managers in effective marketing. Define the five functions of management. Chapter 22

Coordinating People and Resources Key to success—what makes a company successful? Managing is getting the work of an organization done through its people and resources. Marketing management is the process of coordinating resources to plan and implement an efficient marketing strategy. Chapter 22

Management Functions and Activities Planning Long-range Short-term Organizing Staffing Leading Controlling Chapter 22

MANAGING EFFECTIVELY WITH A MARKETING PLAN 22-2 MANAGING EFFECTIVELY WITH A MARKETING PLAN GOALS Describe how a marketing plan serves as a guide for effective marketing management. Explain how marketing managers determine effectiveness by gauging customer and business satisfaction. Chapter 22

Improving Management with a Marketing Plan Information for planning Direction for organizing Support for staffing decisions Managers as leaders Gaining control of marketing Evaluating effectiveness Environmental change Chapter 22

Marketing Plan Outline I. Market analysis A. Purpose and mission of the business B. Description of current markets and strategies C. Primary competitors and their strengths/weaknesses D. External environment analysis E. Internal analysis (continued on the next slide) Chapter 22

Marketing Plan Outline (continued from the previous slide) II. Marketing strategy A. Marketing goals/expected outcomes B. Target market description C. Marketing mix description D. Positioning statement III. Action plans A. Activity schedule B. Evaluation procedures Chapter 22

Determining Marketing Effectiveness Measuring customer satisfaction Measuring business satisfaction Analyzing goals Financial analysis Employee satisfaction Chapter 22

THE WORK OF MARKETING MANAGERS 22-3 THE WORK OF MARKETING MANAGERS GOALS Describe the kinds of activities marketing managers perform in carrying out planning and organizing functions. Detail the way in which marketing managers staff, lead, and control their organizations effectively. Chapter 22

Planning Long-term planning Short-term planning Chapter 22

The Work of Two Marketing Managers Chapter 22

Organizing Marketing Operations Functional MkIS Sales Promotion Functional Product Market Customer sales Geographic location Product Raw Materials Components Finished Goods Market Nonprofit Government Business Customer Sales $1,000,000 Under New and over $1,000,000 Business Geographic Location Pacific Rim Middle East South America Chapter 22

Managing the Work of Marketers Staffing Leading Controlling Chapter 22