1. Managing a Holistic Marketing Organization for the Long Run22
Managing a Holistic Marketing Organization for the Long Run
Marketing Management, 13th ed

2. Chapter Questions What are 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?
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3. Organizing the Marketing Department
Functional Organization
Geographic Organization
Product- or Brand-Management Organization
Market-Management Organization
Matrix-Management Organization
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4. Figure 22.1 Functional Organization
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5. Figure 22.2 The Product Manager’s Interactions
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6. Figure 22.3 Vertical Product Team
PM = Product Manager
APM = Associate PM
PA = Product Assistant
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7. Figure 22.3 Triangular Product Team
PM = Product Manager
R = Market Researcher
C = Communication Specialist
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8. Figure 22.3 Horizontal Product Team
PM = Product Manager
R = Market Researcher
C = Communication Specialist
S = Sales Manager
D = Distribution Specialist
F = Finance Specialist
E = Engineer
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9. Figure 22.4 Product/Marketing-Management Matrix System
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10. Table 22.4 Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
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11. Figure 22.5 The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
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12. Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
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13. Figure 22.6 The Control-Chart Model
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14. Figure 22.7 Financial Model of Return on Net Worth
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15. Marketing Profitability Analysis
Step 1: Identify functional expenses
Step 2: Assign functional expenses to marketing entities
Step 3: Prepare a profit-and-loss statement for each marketing entity
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16. Table 22.9 Mapping Natural Expenses into Functional Expenses
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17. Table 22.10 Bases for Allocating Functional Expenses to Channels
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18. Table 22.11 Profit-and-Loss Statements for Channels
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19. Types of Costs Direct costs Traceable common costs
Nontraceable common costs
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20. Characteristics of Marketing Audits
Comprehensive
Systematic
Independent
Periodic
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