Please enable JavaScript.
Coggle requires JavaScript to display documents.
Organizing for mkt excellence (the seven marketing activities levers…
Organizing for mkt excellence
market based assets
Customer equity, brand equity and market knowledge
MARKORG
roles of mkt organization
capabilities
functions
acquire and retain valuable customers and channel partnerships, planning and implementation, functional capabilities related to mkt mix
Measurement
, efficiency of conversion of resource inputs into performance outcomes, knowledge and experience, benchmarketing
build
experience, knowledge and skills
skills and knowledge
configuration
structure
formalization, centralization, specialization levels
influence on business performance
Capabilities for long run market based asset building and short run market based asset leveraging
Market orientation
Cross functional relationships
metrics
Commonly used
Awareness, total customers, market share, total volume, roi, net profits; satisfaction metrics, scanner data metrics, mindset metrics
Impact on
Mkt mix, customer outcomes, profitability
incentives and control
Shape agents behavior to align with principals
Misbehavior (marketers).
Gaming, smoothing, focusing and inaccurate reporting, myopic responses to stock market pressure
Reward systems
Group and individual
single period and multiperiod
culture
values, norms for behavior and beliefs
Content of culture
Market oriented
customer, competitor and interfunctional orientation
positive effect onmarket performance, financial and innovation outcomes
customer orientation
set of beliefs that puts the customer interest first
Positive effect on financial performance
human capital
leaders and employees
CMO
Role
. Informational
ID new opportunities for the firm to purse and threats to guard against
decisional
determines level and type of investments to be made
relational
develops and manages firms' relationships with external stakeholders
Impact
Innovation, differentiation and corporate branding strategies
Marketing training
Don’t work
Product decisions, ad allocations and ethics
Do work
Creativity and sales
proposal on skills
insight in training tools
person, computer mediated, gamification, etc
training modes
experiential, case based, lecture, etc
Integration
Customer value proposition
, business model
mkt doctrine
principles that guide market facing choices
the seven marketing activities levers
benefits
anticipate market changes, adapt strategy, align organization to the strategy and market, activate effective implementation, ensure accountability for results, artract resources and manage mkt assets
intermediate mkt outcomes
Customer equity and brand equity
firm outcomes
Product market, accounting, financial market, societal