22-1 Chapter Questions What are the trends in marketing practices? What are the keys to effective marketing? What tools help companies monitor and improve.

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Presentation transcript:

22-1 Chapter Questions What are the trends in marketing practices? What are the keys to effective marketing? What tools help companies monitor and improve their marketing activities? How can a company improve its marketing implementation skills? Can companies be socially responsible?

22-2 Trends in Marketing Practices Merging Globalizing Outsourcing Reengineering Flattening Focusing Benchmarking Supplier partnering Customer partnering

22-3 Organizing the Marketing Department Functionally Geographically By product By brand By market Matrix By corporate/division

22-4 Functional Organization

22-5 The Product Manager’s Interactions

22-6 Vertical Product Team PM = Product Manager APM = Associate PM PA = Product Assistant

22-7 Triangular Product Team PM = Product Manager R = Market Researcher C = Communication Specialist

22-8 Horizontal Product Team PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer

22-9 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 firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers

22-10 Necessary Skills for Marketing Programs Diagnostic Implementation Evaluation Interaction with corporate level

22-11 Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control

22-12 The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?

22-13 The bigger picture Corporations exist as part of society what do they do to help? (Besides earn a profit for shareholders)

22-14 Corporate Social Responsibility Marketing efforts using the resources of the company to enhance society.

22-15 Corporate Social Responsibility Legal behaviour Ethical behaviour Socially responsible Behaviour

22-16 Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.

22-17 Cause-Related Marketing

22-18 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

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

22-20 Education-Law-Marketing

22-21 Social Marketing Planning Process Where are we? Where do we want to go? How will we get there? How will we stay on course?

22-22 Marketing Debate Is marketing management an art or a science? Take a position: 1.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.