Top 10 Concepts
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Transcript of Top 10 Concepts
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Top 10 Concepts
Managing A Holistic Marketing Organization for the Long Run
Miguel S. VeaDec. 1, 2009
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Outline: Modern marketing departments are evolving because:
1. Role of Marketing is changing
2. Everyone must now be involved
3. Can be arranged in different ways
4. “Think customer”
5. Companies are transforming
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Outline: Modern marketing departments are evolving because:
6. Must be matched with high level CSR
7. Cause-related Marketing is in
8. Implement properly
9. Monitor and control
10. holistic, not departmental
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The role of Marketing is changing
• From middleman….
• To integrator of all customer-facing processes
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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
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Modern Marketing departments can be arranged in different
ways• Functionally
• Geographically
• By product
• By market
• Matrix
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The need for all to “think customer”
• Strong cooperation with other departments
• Balanced orientation in determining customer’s best interest
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Companies are transforming…
• ….into market-driven companies
• Developing passion for customers
• Understanding customers via research
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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
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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
+
+
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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
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Monitor and control
• To know if planned results are being achieved
• Making money
• Efficient spending
• Opportunities being pursued
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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
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Summary
1. Marketing is an integrator
2. Whole company must be involved
3. Organized in different ways
4. Cooperation from all departments
5. From product to market – driven
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Summary
6. CSR complements effective marketing
7. Contribution to a cause = boost in sales
8. Implement properly
9. Monitor and control
10.Holistic