Chapter 22 visual model
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This document discusses key concepts for managing a holistic marketing organization long-term, including internal marketing, organizing the marketing department, building a creative organization, corporate social responsibility, sustainability, cause-related marketing, marketing control, and marketing audits. Effective internal marketing requires all employees understand and engage in customer value. Organizing includes functional, geographic, product, market, and matrix structures. Building creativity focuses on customers, segments, and research. Control assesses effects and makes adjustments.
Chapter 22 visual model
- 1. Ch. 22 Managing a Holistic Marketing Organization for the Long Run by Goal-Oriented Ariel Lleva September 6, 2012
- 2. Important Shifts in Marketing and Business Practices • Reengineering • Globalizing • Outsourcing • Flattening • Benchmarking • Focusing • Supplier partnering • Accelerating • Customer partnering • Empowering • Merging
- 3. Keys to Effective Internal Marketing Internal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value. Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.
- 4. Organizing the Marketing Department • Functional Organization • Geographic Organization • Product- or Brand-Management Organization • Market-Management Organization • Matrix-Management Organization
- 5. Building a Creative Marketing Organization 1. Developing a company-wide passion for customers 2. Organizing around customer segments instead of products; and 3. Understanding customers through qualitative and quantitative research.
- 6. Corporate Social Responsibility • Socially responsible behavior • Ethical behavior • Legal behavior
- 7. What is Sustainability? Sustainability is the ability to meet humanity’s needs without harming future generations. “There is a triple bottom line— people, planet, and profit—and the people part of the equation must come first.
- 8. What is Cause-Related Marketing? Cause-related marketing is marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
- 9. What is Marketing Control? Marketing control is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.
- 10. Types of Marketing Control • Annual plan control • Profitability control • Efficiency control • Strategic control
- 11. What is Marketing Audit? A marketing audit is a comprehensive, systematic, independent, and 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.