kotler mm14 ch22 dppt
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Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Managing a Holistic Marketing Organization for the Long Run
Chapter 22
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 19
Discussion Questions1. 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?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 19
Trends in Marketing Practices
Market Fragmentation
Globalization Deregulation
Consumer Empowerment
Environmental Concerns
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 19
Internal Marketing
Marketing Departments
• Organizing
• Working with others
• Foster creativity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 19
Figu
re
22.1
Functional Organization
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 19
Organizing the Marketing DepartmentFunctional Organization
Product- or Brand- Management
Geography
Market-Management
Matrix-Management
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 19
Figu
re
22.2
The Product Manager’s Interactions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 19
Figu
re
22.3 Three Types of Product Teams
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 19
Relationships w/Other Departments
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 19
Creative Marketing Organizations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 19
Socially Responsible Marketing
Sustainability
Ethics Values
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 19
Cause Related Marketing
$4.99
$0.75
Social Marketing
Cause Related Marketing
• Just Say No!
• Buckle up for Safety
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 19
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 19
Marketing Implementation
Strategy
Implementation
What
Why
Where
How
Who
When
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 19
Marketing Control
Annual-Plan
Profitability
Efficiency
Strategic
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 19
Figu
re
22.4
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 19
The Marketing Audit
Marketing Environment
Marketing Strategy
Marketing Organization
Marketing Systems
Marketing Productivity
Marketing Functions
• Comprehensive• Systematic• Independent• Periodic
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 19
The Future of Marketing
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