Marketing Management MBA CP 205

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Learning Objectives:
Know what are the important trends in marketing practices. Know what are the keys to effective internal marketing. Know how companies can be responsible social marketers. Know how a company can improve its marketing implementation skills. Know what tools are available to help companies monitor and improve their marketing activities.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Trends in Marketing Practices Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging Globalizing Flattening Focusing Accelerating Empowering

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Organizing the Marketing department Functionally Geographically By product By brand By market Matrix By corporate/division

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

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.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

The Product Managers interactions

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Role of 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 firms overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Cause Related Marketing

Marketing that links the firms contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

Managing a Holistic Marketing Organization

Corporate Social Marketing

Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Social Marketing Campaigns

Cognitive

Action

Behavioral

Value

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Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Social Marketing Planning Process Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

3/11/2014 4:38 AM Prof. U.M. Amin, CMS, JMI University, New Delhi 12

Managing a Holistic Marketing Organization

Necessary skills for Implementing Marketing Programs Diagnostic skills

Identification of company level

Implementation skills

Evaluation skills
3/11/2014 4:38 AM Prof. U.M. Amin, CMS, JMI University, New Delhi 13

Managing a Holistic Marketing Organization

The Control Process What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

3/11/2014 4:38 AM Prof. U.M. Amin, CMS, JMI University, New Delhi 14

Managing a Holistic Marketing Organization

Types of Marketing Control Annual plan control

Profitability control

Efficiency control

Strategic control
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Managing a Holistic Marketing Organization

Marketing Audit Comprehensive, systematic, independent periodic examination of a companys or business units marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the companys marketing performance.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Recap: What are the important trends in marketing practices. What are the keys to effective internal marketing. How companies can be responsible social marketers. How a company can improve its marketing implementation skills. What tools are available to help companies monitor and improve their marketing activities.

3/11/2014 4:38 AM

Prof. U.M. Amin, CMS, JMI University, New Delhi

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