1、Managing a Holistic Marketing Organization for the Long RunChapter 1701 What are important trends in marketing practices?Learning Objectives02 What are the keys to effective internal marketing?03 How can companies be socially responsible marketers?04 What tools are available to help companies monito
2、r and improve their marketing activities?05 What do marketers need to do to succeed in the future? Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging Globalizing FlatteningTrends in Marketing Practices Focusing Justifying Accelerating Empowering Broadening Monitor
3、ing Uncovering Internal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in identifying, providing, and communicating customer valueInternal MarketingOrganizing the Marketing Department Functional organization Geographic organization Product-
4、 or brand-management organization Market-management Organization Matrix-management OrganizationFunctional OrganizationFigure 17.1hub-and-spoke systemFigure 17.2Brand/Product Manager Tasks Develop long-range/competitive strategy Prepare marketing plan/sales forecast Work with agencies Increase suppor
5、t among sales force Gather intelligence Initiate product improvements Product-Management organization disadvantages Managers may lack authority to carry out responsibilities Managers rarely achieve functional expertise The system often proves costly Managers normally manage brand for a short time Ma
6、rket fragmentation makes it harder to develop national strategy Managers focus company away from customer relationshipsProduct-/Brand-Management OrganizationProduct-/Brand-Management Organization Product teams Brand-asset management team (BAMT) Eliminate product manager positions for minor products
7、Category management Market-centered organizations Customer-management organizationMarket-Management Organization输 入 您 的 标 题A Creative Marketing Organization Shift to customer-focus Appoint marketing officer & taskforce Get outside help Change reward system Hire marketing talent Develop in-house mark
8、eting training Install marketing planning system Establish annual recognition program Shift to a process-outcome focus Empower employeesSocially Responsible MarketingFigure 17.4Corporate Social Responsibility Legal behavior Ethical behavior Social responsibility behavior & socially responsible business models Sustainability & greenwashingCorporate Social Responsibility
