Transcript Chapter22

Chapter Questions
• What are the trends in marketing practices?
• What are the keys to effective marketing?
• What tools help companies monitor and
improve their marketing activities?
• How can a company improve its marketing
implementation skills?
• Can companies be socially responsible?
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Trends in Marketing Practices
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Merging
Globalizing
Outsourcing
Reengineering
Flattening
Focusing
Benchmarking
Supplier partnering
Customer partnering
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Organizing the Marketing Department
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Functionally
Geographically
By product
By brand
By market
Matrix
By corporate/division
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Functional Organization
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Vertical Product Team
• PM = Product Manager
• APM = Associate PM
• PA = Product Assistant
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Horizontal Product Team
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PM = Product Manager
R = Market Researcher
C = Communication Specialist
S = Sales Manager
D = Distribution Specialist
F = Finance Specialist
E = Engineer
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The Product Manager’s Interactions
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Triangular Product Team
• PM = Product Manager
• R = Market Researcher
• C = Communication Specialist
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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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Necessary Skills for Marketing Programs
• Diagnostic
• Implementation
• Evaluation
• Interaction with
corporate level
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Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
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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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The bigger picture
Corporations exist as part of society
what do they do to help?
(Besides earn a profit for shareholders)
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Corporate Social Responsibility
Marketing efforts
using the resources of the company
to enhance society.
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Corporate Social Responsibility
Socially
responsible
Behaviour
Ethical behaviour
Legal behaviour
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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.
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Cause-Related Marketing
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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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Social Marketing
• Three major classes of tools to change
behavior
– Education (Promises)
– Law (Sticks)
– Marketing (Carrots)
Education-Law-Marketing
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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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Marketing Debate
 Is marketing management an art
or a science?
Take a position:
1. Marketing management is largely an
artistic exercise and therefore highly
subjective.
2. Marketing management is largely a
scientific exercise with well-established
guidelines and criteria.
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