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MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN (Trends in…
MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN
Trends in Marketing Practices
Deregulation
Consumer Empowerment
Market Fragmentation
Environmental Concerns
Globalization
Internal Marketing
Marketing Departments
Working with others
Foster creativity
Organizing
Functional Organization
Marketing vice president
Sales manager
Marketing research manager
Advertising and sales promotion manager
New-products manager
Marketing administration manager
Organizing the Marketing Department
Product- or Brand- Management
Market-Management
Geography
Matrix-Management
Functional Organization
The Product Manager’s Interactions
Brand/Product Manager
Publicity
Sales Force
Purchasing
Market research
Packaging
Fiscal
Promotion service
Legal
Media
Research and development
Advertising agency
Manufacturing and distribution
Three Types of Product Teams
Triangular Product Team
Horizontal product team
Vertical product team
Relationships w/Other Departments
Creative Marketing Organizations
Socially Responsible Marketing
Values
Sustainability
Ethics
Cause Related Marketing
Cause Related Marketing
Social Marketing
Just Say No!
Buckle up for Safety
Millennial Data Points
86%
consider a company’s social commitments before making recommendations
84%
consider a company’s social commitments before deciding where to shop
85%
likely to switch to brand linked to a good cause
87%
consider a company’s social commitments when deciding where to work
Marketing Implementation
Strategy
What
Why
Implementation
When
Where
How
Who
Marketing Control
Profitability
Efficiency
Annual-Plan
Strategic
The Control Process
Performance Measurement
What is happening?
Performance Diagnosis
Why is it happening?
Goal Setting
What do we want to achieve?
Corrective Action
What should we do about it?
The Marketing Audit
Marketing Organization
Marketing Systems
Marketing Strategy
Marketing Productivity
Marketing Environment
Marketing Functions
Systematic
Independent
Comprehensive
Periodic