1. 22-1 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. 22-2 Trends in Marketing Practices Merging Globalizing Outsourcing Reengineering Flattening Focusing Benchmarking Supplier partnering Customer partnering

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

4. 22-4 Functional Organization

5. 22-5 Vertical Product Team PM = Product Manager APM = Associate PM PA = Product Assistant

6. 22-6 Horizontal Product Team PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer

7. 22-7 The Product Manager’s Interactions

8. 22-8 Triangular Product Team PM = Product Manager R = Market Researcher C = Communication Specialist

9. 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

10. 22-10 Necessary Skills for Marketing Programs Diagnostic (“Analytics”) Implementation Evaluation Interaction with corporate level

11. 22-11 The bigger picture Corporations exist as part of society what do they do to help? (Besides earn a profit for shareholders)

12. 22-12 Corporate Social Responsibility Marketing efforts using the resources of the company to enhance society.

13. 22-13 Corporate Social Responsibility Legal behaviour Ethical behaviour Socially Responsible Behaviour

14. 22-14 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.

15. 22-15 Cause-Related Marketing

16. 22-16 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. 22-18 Education-Law-Marketing