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
Annual plan control
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
Corporations exist as part of society
what do they do to help?
(Besides earn a profit for shareholders)
using the resources of the company
to enhance society.
Socially Responsible Behaviour
Marketing that links the firm’s contributions
to a designated cause to customers
engaging directly or indirectly in
with the firm.
or a science?
Take a position:
artistic exercise and therefore highly
2. Marketing management is largely a
scientific exercise with well-established
guidelines and criteria.