1. 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

2. 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

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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

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

11. 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

12. Planning
Long-term planning
Short-term planning
Chapter 22

13. The Work of Two Marketing Managers
Chapter 22

14. 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

15. Managing the Work of Marketers
Staffing
Leading
Controlling
Chapter 22