Lectures Marketing management: Chapter 22 - ThS. Nguyễn Tiến Dũng

Lectures Marketing management - Chapter 22: Managing a holistic marketing organization for the long run provides students with the knowledge: Trends in marketing practices, organizing the marketing department, socially responsible marketing, marketing implementation and control. Invite you to refer to the disclosures.

CHAPTER 22

MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn

Chapter Questions

● What are important trends in marketing practices?

● What are the keys to effective internal marketing?

● How can companies be responsible social

marketers?

● How can a company improve its marketing skills?

● What tools are available to help companies

monitor and improve their marketing activities?

Main Contents

1. Trends in Marketing Practices

2. Organizing the Marketing Deparment

3. Socially Responsible Marketing

4. Marketing Implementation and Control

1 Trends in Marketing Practices

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2 Internal Marketing

● Organizing the Marketing Department

● Customer-Focused Organization

Organizing the Marketing Department

Functional Organization

Product/Brand Manager Structure

Tasks Performed by Brand Managers

● Develop long-range and competitive strategy for

each product

● Prepare annual marketing plan and sales forecast

● Work with advertising and merchandising

agencies to develop campaigns

● Increase support of the product among channel

members

● Gather continuous intelligence on product

performance, customer attitudes

● Initiate product improvements

Building a Creative Marketing Organization

● Developing a company-wide passion for customers

● Organizing around customer segments instead of products

● Understanding customers through qualitative and quantitative research

How Can CEOs Create a

Marketing-Focused Company?

● Convince senior management of the need to

become customer focused

● Appoint a senior marketing officer and marketing task force

● Get outside guidance

● Change the company’s reward measurement and system

● Hire strong marketing talent

How Can CEOs Create a

Marketing-Focused Company?

● Develop strong in-house marketing training

programs

● Install a modern marketing planning system

● Establish an annual marketing excellence

3 Socially Responsible Marketing

● Legal behavior

● Ethical behavior

● Social responsibility behavior

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Corporate Social Responsibility

● Socially responsible behavior

● Ethical behavior

● Legal behavior

Top-Rated Companies for

What is Cause-Related Marketing?

Cause-related marketing is 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

Possible Objectives for

Social Marketing Campaigns

● Cognitive

● Action

● Behavioral

● Value

Key Success Factors for

Social Marketing Programs

● Study the literature and previous campaigns

● Chose target markets that are ready to respond

● Promote a single, doable behavior in clear, simple terms

● Explain the benefits in compelling terms

● Make it easy to adopt the behavior

● Develop attention-grabbing messages

● Consider an education-entertainment approach

Social Marketing Planning Process

● Where are we?

● Where do we want to go?

● How will we get there?

● How will we stay on course?

4 Marketing Implementation and Control

Types of Marketing Control

● Annual plan control

● Profitability control

● Efficiency control

● Strategic control

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Approaches to Annual Plan Control

Marketing Profitability Analysis

● Step 1: Identify functional expenses

● Step 2: Assign functional expenses to

marketing entities

● Step 3: Prepare a profit-and-loss statement

for each marketing entity

Types of Costs

● Direct costs

● Traceable common costs

● Nontraceable common costs

Measures Tracked for Efficiency Control

● Logistics costs as a percentage of sales

● Percentage of orders filled correctly

● Percentage of on-time deliveries

● Number of billing errors

What is a Marketing Audit?

A marketing audit is a comprehensive, systematic,

independent, periodic examination of a company’s

or business unit’s marketing environment,

objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the

company’s marketing performance

Characteristics of Marketing Audits

● Comprehensive

● Systematic

● Independent

● Periodic