Top 10 Concepts
- 1. Top 10 Concepts Managing A Holistic Marketing Organization for the Long Run Miguel S. Vea Dec. 1, 2009
- 2. Outline: Modern marketing departments are evolving because: Role of Marketing is changing Everyone must now be involved Can be arranged in different ways “ Think customer” Companies are transforming
- 3. Outline: Modern marketing departments are evolving because: 6. Must be matched with high level CSR 7. Cause-related Marketing is in Implement properly Monitor and control holistic, not departmental
- 4. The role of Marketing is changing From middleman…. To integrator of all customer-facing processes
- 5. Everyone must be involved Everyone in the organization must Buy into concepts and goals Engage in choosing, providing, communicating customer value ALL employees create, serve, satisfy
- 6. Modern Marketing departments can be arranged in different ways Functionally Geographically By product By market Matrix
- 7. The need for all to “think customer” Strong cooperation with other departments Balanced orientation in determining customer’s best interest
- 8. Companies are transforming… … .into market-driven companies Developing passion for customers Understanding customers via research
- 9. Effective marketing must be matched with CSR A strong sense of ethics, values, and social responsibility A more active and strategic role with CSR Most admired companies serve people’s interests
- 10. Linking contributions to a designated cause Improves social welfare Improves brand positioning Strengthens consumer bond Enhance public image Boost internal morale Drive sales Increase market value + + =
- 11. Implement properly Strategy is useless if not implemented properly Great not for what it is but what it does! The who, where, when, and how of marketing activities
- 12. Monitor and control To know if planned results are being achieved Making money Efficient spending Opportunities being pursued
- 13. Holistic. NOT departmental A larger influence = main architects of strategy Continuously create new ideas; treat customers differently but appropriately Modern Marketing will continue to evolve and confront new challenges NOT
- 14. Summary Marketing is an integrator Whole company must be involved Organized in different ways Cooperation from all departments From product to market – driven
- 15. Summary CSR complements effective marketing Contribution to a cause = boost in sales Implement properly Monitor and control Holistic