MARKETING MANAGEMENT
12th edition22
Managing a Holistic
Marketing
Organization
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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
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Trends in Marketing Practices
• Reengineering • Outsourcing • Benchmarking
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Organizing the Marketing Department
• Functionally
• Geographically
• By product
• By brand
• By market
• Matrix
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Tasks Performed by Brand Managers
• Develop long-range and competitive strategy for each product
• 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
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Figure 22.3 Vertical Product Team
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Figure 22.3 Triangular Product
Team
• PM = Product Manager • R = Market Researcher
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Figure 22.3 Horizontal Product
Team
• PM = Product Manager • R = Market Researcher
• C = Communication Specialist • S = Sales Manager
• D = Distribution Specialist • F = Finance Specialist
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Dow Corning uses a
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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,
the vision, and articulation of how it
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Corporate Social Responsibility
Legal behavior Ethical behavior
Socially
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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
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Fetzer
emphasizes a commitment to social
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Cause-Related Marketing
Marketing that links the firm’s contributions to a designated cause to customers
engaging directly or indirectly in revenue-producing transactions
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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
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Branding a Cause Marketing Program
• Self-branded: Create Own Cause Program
• Co-branded: Link to Existing Cause Program
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Social Marketing Campaigns
Cognitive
Value
Action
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Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
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Necessary Skills for Implementing
Marketing Programs
• Diagnostic skills
• Identification of
company level
• Implementation
skills
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Figure 22.5 The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
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Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
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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
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Characteristics of Marketing Audits
(See Table 22.5)
• Comprehensive • Systematic
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Marketing Debate
Is marketing management an art
or a science?
Take a position:
1. Marketing management is largely an artistic exercise and therefore highly subjective.
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Marketing Discussion
How does cause or corporate social
marketing affect your personal
consumer behavior? Do you ever
buy or not buy any products because
of a company’ environmental policies
