22-1
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?
22-2
Trends in Marketing Practices
• Merging• Globalizing• Outsourcing• Reengineering• Flattening• Focusing• Benchmarking• Supplier partnering• Customer partnering
22-3
Organizing the Marketing Department
• Functionally
• Geographically
• By product
• By brand
• By market
• Matrix
• By corporate/division
22-4
Functional Organization
22-5
The Product Manager’s Interactions
22-6
Vertical Product Team
• PM = Product Manager
• APM = Associate PM
• PA = Product Assistant
22-7
Triangular Product Team
• PM = Product Manager• R = Market Researcher• C = Communication Specialist
22-8
Horizontal Product Team
• PM = Product Manager• R = Market Researcher• C = Communication Specialist• S = Sales Manager• D = Distribution Specialist• F = Finance Specialist• E = Engineer
22-9
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
22-10
Necessary Skills for Marketing Programs
• Diagnostic
• Implementation
• Evaluation
• Interaction with
corporate level
22-11
Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
22-12
The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
22-13
The bigger picture
Corporations exist as part of society
what do they do to help?
(Besides earn a profit for shareholders)
22-14
Corporate Social Responsibility
Marketing efforts
using the resources of the company
to enhance society.
22-15
Corporate Social Responsibility
Legal behaviour
Ethical behaviour
Socially responsible Behaviour
22-16
Cause-Related Marketing
Marketing that links the firm’s contributionsto a designated cause to customers
engaging directly or indirectly inrevenue-producing transactions
with the firm.
22-17
Cause-Related Marketing
22-18
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
Social Marketing
• Three major classes of tools to change
behavior
– Education (Promises)
– Law (Sticks)
– Marketing (Carrots)
22-20
Education-Law-Marketing
22-21
Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
22-22
Marketing Debate
Is marketing management an art or a science?
Take a position:1. Marketing management is largely anartistic exercise and therefore highly subjective.2. Marketing management is largely ascientific exercise with well-establishedguidelines and criteria.