Kotler22_basic_Marketing management课件.ppt

MARKETING MANAGEMENT 12th edition KotlerKeller 22 Managing a Holistic Marketing Organization 1 Chapter Questions nWhat are important trends in marketing practices? nWhat are the keys to effective internal marketing? nHow can companies be responsible social marketers? nHow can a company improve its marketing implementation skills? nWhat tools are available to help companies monitor and improve their marketing activities? 2 Trends in Marketing Practices nReengineering nOutsourcing nBenchmarking nSupplier partnering nCustomer partnering nMerging nGlobalizing nFlattening nFocusing nAccelerating nEmpowering 3 Organizing the Marketing Department nFunctionally nGeographically nBy product nBy brand nBy market nMatrix nBy corporate/division 4 Tasks Performed by Brand Managers nDevelop long-range and competitive strategy for each product. nPrepare annual marketing plan and sales forecast. nWork with advertising and merchandising agencies to develop campaigns. nIncrease support of the product among channel members. nGather continuous intelligence on product performance, customer attitudes. nInitiate product improvements. 5 Role of Marketing at the Corporate Level nTo promote a culture of customer orientation nTo be an advocate for the customer nTo assess market attractiveness nTo develop firms overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers 6 Corporate Social Responsibility nLegal behavior nEthical behavior nSocially responsible behavior 7 Top-Rated Companies for Social Responsibility nJohnson & Johnson nCoca-Cola nWal-Mart nAnheuser-Busch nHewlett-Packard nWalt Disney nMicrosoft nIBM nMcDonalds n3M nUPS nFedEx nTarget nHome Depot 8 Cause-Related Marketing Marketing that links the firms contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm. 9 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 and/or its partners. 10 Branding a Cause Marketing Program nSelf-branded: Create Own Cause Program nCo-branded: Link to Existing Cause Program nJointly branded: Link to Existing Cause Program 11 Social Marketing Campaigns nCognitive nAction nBehavioral nValue 12 Social Marketing Planning Process nWhere are we? nWhere do we want to go? nHow will we get there? nHow will we stay on course? 13 Necessary Skills for Implementing Marketing Programs nDiagnostic skills nIdentification of company level nImplementation skills nEvaluation skills 14 The Control Process nWhat do we want to achieve? nWhat is happening? nWhy is it happening? nWhat should we do about it? 15 Types of Marketing Control nAnnual plan control nProfitability control nEfficiency control nStrategic control 16 Marketing Audit Comprehensive, systematic, independent periodic examination of a companys or business units marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of