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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
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?
trends in marketing practices
Merging

Globalizing

Outsourcing

Reengineering

Flattening

Focusing

Benchmarking

Supplier partnering

Customer partnering

Trends in Marketing Practices
organizing the marketing department
Organizing the Marketing Department
  • Functionally
  • Geographically
  • By product
  • By brand
  • By market
  • Matrix
  • By corporate/division
vertical product team
Vertical Product Team
  • PM = Product Manager
  • APM = Associate PM
  • PA = Product Assistant
horizontal product team
Horizontal Product Team
  • PM = Product Manager
  • R = Market Researcher
  • C = Communication Specialist
  • S = Sales Manager
  • D = Distribution Specialist
  • F = Finance Specialist
  • E = Engineer
triangular product team
Triangular Product Team
  • PM = Product Manager
  • R = Market Researcher
  • C = Communication Specialist
marketing at the corporate level
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
necessary skills for marketing programs
Necessary Skills for Marketing Programs
  • Diagnostic (“Analytics”
  • Implementation
  • Evaluation
  • Interaction with corporate level
types of marketing control
Types of Marketing Control

Annual plan control

Profitability control

Efficiency control

Strategic control

the control process
The Control Process

What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

the bigger picture
The bigger picture

Corporations exist as part of society

what do they do to help?

(Besides earn a profit for shareholders)

corporate social responsibility
Corporate Social Responsibility

Marketing efforts

using the resources of the company

to enhance society.

corporate social responsibility15
Corporate Social Responsibility

Socially Responsible Behaviour

Ethical behaviour

Legal behaviour

cause related marketing
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.

branding a cause marketing program
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
Social Marketing
  • Three major classes of tools to change behavior
    • Education (Promises)
    • Law (Sticks)
    • Marketing (Carrots)
marketing debate
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.