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.