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Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Managing a Holistic Marketing Organization for the Long Run Discussion Questions 1. What are important trends in marketing practices? 2. What are the keys to effective internal marketing? 3. How can companies be responsible social marketers? 4. How can a company improve its marketing skills? 5. What tools are available to help companies monitor and improve their marketing activities? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 19 Trends in Marketing Practices Deregulation Globalization Market Fragmentation Consumer Empowerment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Environmental Concerns Slide 4 of 19 Internal Marketing Marketing Departments • Organizing • Working with others • Foster creativity Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 19 Functional Organization Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 19 Organizing the Marketing Department Functional Organization Geography Market-Management Matrix-Management Product- or Brand- Management Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 19 The Product Manager’s Interactions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 19 Three Types of Product Teams Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 19 Relationships w/Other Departments Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 19 Creative Marketing Organizations Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 19 Socially Responsible Marketing Ethics Values Sustainability Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 19 Cause Related Marketing Cause Related Marketing $0.75 $4.99 Social Marketing • Just Say No! • Buckle up for Safety Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 19 Millennial Data Points 85% likely to switch to brand linked to a good cause 86% 84% consider a company’s social commitments before making recommendations consider a company’s social commitments before deciding where to shop 87% consider a company’s social commitments when deciding where to work Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 19 Marketing Implementation What Strategy Why Who Implementation Where When How Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 19 Marketing Control Annual-Plan Profitability Efficiency Strategic Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 19 The Control Process Goal Setting What do we want to achieve? Performance Measurement What is happening? Performance Diagnosis Why is it happening? Corrective Action What should we do about it? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 19 The Marketing Audit Marketing Environment Marketing Strategy Marketing Organization • • • • Comprehensive Systematic Independent Periodic Marketing Systems Marketing Productivity Marketing Functions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 19 The Future of Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 19