Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)
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Transcript of Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)
What are the keys to
effective internal
marketing?
By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur
Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run
OfMarketing Management: A South Asian
PerspectiveBy Kotler, Keller, Koshy and Jha
INTERNAL MARKETING
Requires everyone in the organization to accept the
concepts and goals of marketing….
And engage in choosing, providing and
communicating customer value.
There are
3Major Steps to effectiveInternal Marketing
1.Organising the
Marketing
Department
Modern marketing departments can be
organized in a number of ways…
Modern marketing departments can be
organized in a number of ways…
Functional Organization
GeographicOrganization
Product or Brand
Management Organization
Market-Management Organization
Matrix-Management Organisation
Functional
Organization
1.
Most common form of marketing organization.
Functional specialists report to a marketing vice-
president who coordinates their activities.
Marketing Vice President
Marketing Administration
manager
Advertising and sales promotion manager
Sales Manager
Marketing Research Manager
New ProductsManager
Functional Organization
Geographic
Organization
2.
A company selling in a national market
Often organize their sales force along geographic lines.
Some companies are adding area market specialists to
support sales efforts in high volume markets.
Product or Brand
Management Organization
3.
Companies producing a variety of products and brands…
often establish a product management organization.This serves as another layer
of management.
A product management organization makes sense only if the company’s products are very different.
Brand/ProductManager
AdvertisingAgency Media
PromotionServices
Packaging
Purchasing
PublicitySales Force
MarketResearch
Fiscal
Legal
R&D
ManufacturingAnd
Distribution
This form of the product management organization is called “hub and spoke”system.
Market Management
Organization
4.
When customers fall into different user groups with distinct buying preferences…
a Marketing Management organization is desirable.
These companies have adopted a market
management organization.
Marketing managers supervise several market development managers, market specialists, or industry specialists and on functional services as needed.
Matrix Management
Organization
5.
Companies that produce many products for many markets
May adopt a matrix organization.
Not this MATRIX.
A matrix organization employs both product and marketing managers.
The only problem being…
The only problem being…
It’s costly.
The only problem being…
It’s costly.
and often creates conflict.
2.Relationships
with Other
Departments
Under the marketing concept, all departments need to…
“THINKCUSTOMER”
The marketing vice president must work through…
The marketing vice president must work through…
Persuasion
The marketing vice president must work through…
Persuasion
rather than
Authority
The marketing vice president must work through…
Persuasion
rather than
Authority
To coordinate the company’s internal marketing activities.
And to coordinate marketing with finance, operations and other company functions to serve the customer.
Many companies now focus on key processes rather than departments…
Because departmental organization can be a
barrier to smooth performance.
3.Building a
Creative Marketing
Organization
Transforming into a true market-driven company
requires…
1. Developing a company wide passion for customers.
2. Organizing around customer
segments instead of products.
2. Organizing around customer
segments instead of products.
2. Organizing around customer
segments instead of products.
3. Understanding customers through qualitative and quantitative research.
Thank You!
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Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha
