Transcript KotlerMM_ch22

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Managing a Holistic
Marketing Organization
for the Long Run
Chapter Questions
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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
implementation skills?
What tools are available to help companies
monitor and improve their marketing activities?
22-2
Trends in Marketing Practices
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Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
Merging
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Globalizing
Flattening
Focusing
Accelerating
Empowering
22-3
Organizing the Marketing Department
Functionally
 Geographically
 By product
 By brand
 By market
 Matrix
 By corporate/division
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22-4
Tasks Performed by Brand Managers
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Develop long-range and competitive strategy for
each product.
Prepare annual marketing plan and sales
forecast.
Work with advertising and merchandising
agencies to develop campaigns.
Increase support of the product among channel
members.
Gather continuous intelligence on product
performance, customer attitudes.
Initiate product improvements.
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Role of 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
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22-6
Corporate Social Responsibility
Socially
responsible
behavior
Ethical behavior
Legal behavior
Top-Rated Companies for
Social Responsibility
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Johnson & Johnson
Coca-Cola
Wal-Mart
Anheuser-Busch
Hewlett-Packard
Walt Disney
Microsoft
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IBM
McDonald’s
3M
UPS
FedEx
Target
Home Depot
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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.
22-9
Corporate Social Marketing
Marketing efforts that have at least
one non-economic objective related
to the social welfare and uses the
resources of the company
and/or its partners.
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What kind of CSR?
22-11
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
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22-12
Social Marketing Campaigns
Cognitive
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 Behavioral
 Value
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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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22-14
Green Marketing
Green Marketing as a Strategic Positioning
Necessary Skills for Implementing
Marketing Programs
 Diagnostic
skills
 Identification of company level
 Implementation skills
 Evaluation skills
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The Implementation Challenge
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How well marketing strategy
is implemented and
managed on a continuing
basis is the ultimate test of
market targeting and
positioning decisions.
Putting strategy into action!
70% of new strategic
initiatives fail at the
implementation stage
Internal Branding
Brand as a contract of quality requires a
full commitment and real supports from
the entire organization and its employees
to deliver the product and services as
promised.
Building and Sustaining Brand Equity
© Ike Janita Dewi
The importance of internal marketing
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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22-21
Types of Marketing Control
Annual plan control
 Profitability control
 Efficiency control
 Strategic control
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Marketing Audit
Comprehensive, systematic, independent
periodic examination of a company’s
or business unit’s marketing
environment, objectives, strategies, and
activities with a view to determining
problem areas and opportunities,
and recommending
a plan of action to improve
the company’s marketing performance.
Characteristics of Marketing Audits
Comprehensive
 Systematic
 Independent
 Periodic
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A Roadmap to Brand Research
Brand Portrait
BRAND
RESEARCH
Brand
Modeling
ATTITUDINAL
Awareness
Attitude
Purchase intention
Purchase Intention
BEHAVIORAL
Actual Purchase
Product adoption, trial,
and referral
Factors controlled,
such as competitive
set & income
Factors controlled, such as
economic condition &
market sentiments
BUSINESS VALUE
Shareholder Value:
Cash Flows
Share Price
Building and Sustaining Brand Equity
© Ike Janita Dewi
KOMODIFIKASI
(lessons to learn from “the Joneses”)
12-26
Brand Social
Leadership: Brands
that Change the
World
Coca-Cola memberikan
dukungan kepada prajurit
Amerika Serikat di medan
perang dan memastikan
bahwa mereka dapat
membeli Coke seharga 5
sen di mana pun mereka
berada.
Brands that Change the World
Brands that Change the World
Logo MTV dan program Staying Alive (dimulai pada tahun 1998)
yang memberikan inspirasi dan menanamkan sikap baru
terhadap HIV-AIDS (Sumber: http://www.staying-alive.org/)
Building and Sustaining Brand Equity ©
Ike Janita Dewi