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?
22-1
Trends in Marketing Practices
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Merging
Globalizing
Outsourcing
Reengineering
Flattening
Focusing
Benchmarking
Supplier partnering
Customer partnering
22-2
Organizing the Marketing Department
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Functionally
Geographically
By product
By brand
By market
Matrix
By corporate/division
22-3
Functional Organization
22-4
Vertical Product Team
• PM = Product Manager
• APM = Associate PM
• PA = Product Assistant
22-5
Horizontal Product Team
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PM = Product Manager
R = Market Researcher
C = Communication Specialist
S = Sales Manager
D = Distribution Specialist
F = Finance Specialist
E = Engineer
22-6
The Product Manager’s Interactions
22-7
Triangular Product Team
• PM = Product Manager
• R = Market Researcher
• C = Communication Specialist
22-8
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
22-9
Necessary Skills for Marketing Programs
• Diagnostic
(“Analytics”
• Implementation
• Evaluation
• Interaction with
corporate level
22-10
Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
22-11
The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
22-12
The bigger picture
Corporations exist as part of society
what do they do to help?
(Besides earn a profit for shareholders)
22-13
Corporate Social Responsibility
Marketing efforts
using the resources of the company
to enhance society.
22-14
Corporate Social Responsibility
Socially
Responsible
Behaviour
Ethical behaviour
Legal behaviour
22-15
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.
22-16
Cause-Related Marketing
22-17
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
22-18
Social Marketing
• Three major classes of tools to change
behavior
– Education (Promises)
– Law (Sticks)
– Marketing (Carrots)
Education-Law-Marketing
22-20
Marketing Debate
 Is marketing management an art
or a science?
Take a position:
1. 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.
22-21