Managing a Holistic Marketing Organization for the Long Run

-Amit Sekhar

PGCM

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 19

Discussion Questions

1. What are important trends in marketing practices?

2. What are the keys to effective internal marketing?

3. How can companies be responsible social marketers?

4. How can a company improve its marketing skills?

5. What tools are available to help companies monitor and improve their marketing activities?

Trends in Marketing Practices

Market Fragmentation

Globalization Deregulation

Consumer Empowerment

Environmental Concerns

Internal Marketing

Marketing Departments

• Organizing

• Working with others

• Foster creativity

Functional Organization

Organizing the Marketing Department

Functional Organization

Product- or Brand- Management

Geography

Market-Management

Matrix-Management

The Product Manager’s Interactions

Three Types of Product Teams

Relationships w/Other Departments

Creative Marketing Organizations

Socially Responsible Marketing

Sustainability

Ethics Values

Cause Related Marketing

$4.99

$0.75

Social Marketing

Cause Related Marketing

• Just Say No!

• Buckle up for Safety

Millennial Data Points

85%likely to switch to brand linked to a good cause

86%consider a company’s social commitments before making recommendations

84%consider a company’s social commitments before deciding where to shop

87%consider a company’s social commitments when deciding where to work

Marketing Implementation

Strategy

Implementation

What

Why

Where

How

Who

When

Marketing Control

Annual-Plan

Profitability

Efficiency

Strategic

The Control Process

What do we want to achieve?

What should we do about it?

Why is it happening?

What is happening?

Goal Setting

Performance Measurement

Performance Diagnosis

Corrective Action

The Marketing Audit

Marketing Environment

Marketing Strategy

Marketing Organization

Marketing Systems

Marketing Productivity

Marketing Functions

• Comprehensive• Systematic• Independent• Periodic

The Future of Marketing