MARKETING MANAGEMENT
12
thedition
Kotler Keller
22
Managing a Holistic
22-2
Chapter Questions
What are important trends in marketing
practices?
What are the keys to effective internal marketing?
How can companies be responsible social
marketers?
How can a company improve its marketing
implementation skills?
What tools are available to help companies
22-3
Trends in Marketing Practices
Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
22-4
Organizing the Marketing Department
Functionally
Geographically
By product
By brand
By market
Matrix
22-5
Tasks Performed by Brand Managers
Develop long-range and competitive strategy for eachproduct.
Prepare annual marketing plan and sales forecast.
Work with advertising and merchandising agencies to
develop campaigns.
Increase support of the product among channel
members.
Gather continuous intelligence on product performance,
customer attitudes.
22-6
Role of 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,
22-7
Corporate Social Responsibility
Legal behavior
Ethical behavior
22-8
Top-Rated Companies for
Social Responsibility
Johnson & Johnson
Coca-Cola
Wal-Mart
Anheuser-Busch
Hewlett-Packard
Walt Disney
Microsoft IBM McDonald’s 3M UPS FedEx Target
22-9
Cause-Related Marketing
Marketing that links the firm’s contributions to a designated cause to customers
engaging directly or indirectly in revenue-producing transactions
22-10
Corporate Social Marketing
Marketing efforts that have at least one non-economic objective related
to the social welfare and uses the resources of the company
22-11
Branding a Cause Marketing Program
Self-branded: Create Own Cause Program
Co-branded: Link to Existing Cause
Program
Jointly branded: Link to Existing Cause
22-12
Social Marketing Campaigns
Cognitive
Action
Behavioral
22-13
Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
22-14
Necessary Skills for Implementing
Marketing Programs
Diagnostic skills
Identification of company level
Implementation skills
22-15
The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
22-16
Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
22-17
Marketing Audit
Comprehensive, systematic, independent 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
22-18
Characteristics of Marketing Audits
(See Table 22.5)
Comprehensive
Systematic
Independent
