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Chapter Questions

Chapter Questions. What are the trends in marketing practices? How are marketing departments organized? What are the role of marketing in organizations? What skills are necessary for successful marketing? Can companies be socially responsible?. Merging Globalizing Outsourcing

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Chapter Questions

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  1. Chapter Questions • What are the trends in marketing practices? • How are marketing departments organized? • What are the role of marketing in organizations? • What skills are necessary for successful marketing? • Can companies be socially responsible?

  2. Merging Globalizing Outsourcing Reengineering Flattening Focusing Benchmarking Supplier partnering Customer partnering Trends in Marketing Practices

  3. Organizing the Marketing Department • Functionally • Geographically • By product • By brand • By market • Matrix • By corporate/division

  4. Functional Organization

  5. Vertical Product Team • PM = Product Manager • APM = Associate PM • PA = Product Assistant

  6. Horizontal Product Team • PM = Product Manager • R = Market Researcher • C = Communication Specialist • S = Sales Manager • D = Distribution Specialist • F = Finance Specialist • E = Engineer

  7. The Product Manager’s Interactions

  8. Triangular Product Team • PM = Product Manager • R = Market Researcher • C = Communication Specialist

  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

  10. Necessary Skills for Marketing Programs • Diagnostic (“Analytics” • Implementation • Evaluation • Interaction with corporate level

  11. Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control

  12. The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?

  13. The bigger picture Corporations exist as part of society what do they do to help? (Besides earn a profit for shareholders)

  14. Corporate Social Responsibility Marketing efforts using the resources of the company to enhance society.

  15. Corporate Social Responsibility Socially Responsible Behaviour Ethical behaviour Legal behaviour

  16. Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.

  17. Cause-Related Marketing

  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

  19. Social Marketing • Three major classes of tools to change behavior • Education (Promises) • Law (Sticks) • Marketing (Carrots)

  20. Education-Law-Marketing

  21. Marketing Debate • Is marketing management an art or a science? Take a position: • Marketing management is largely an artistic exercise and therefore highly subjective. 2. Marketing management is largely a scientific exercise with well-established guidelines and criteria.

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