Managing a Holistic
What are important trends in marketing
What are the keys to effective internal marketing?
How can companies be responsible social
How can a company improve its marketing
What tools are available to help companies
monitor and improve their marketing activities?
Trends in Marketing Practices
Supplier partnering Accelerating
Customer partnering Empowering
Organizing the Marketing Department
Tasks Performed by Brand Managers
Develop long-range and competitive strategy for
Prepare annual marketing plan and sales
Work with advertising and merchandising
agencies to develop campaigns.
Increase support of the product among channel
Gather continuous intelligence on product
performance, customer attitudes.
Initiate product improvements. 22-5
Role of Marketing at the
To promote a culture of customer
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
Corporate Social Responsibility
Socially responsible behavior
Top-Rated Companies for
Johnson & Johnson IBM
Walt Disney Target
Microsoft Home Depot
Marketing that links the firm’s contributions
to a designated cause to customers
engaging directly or indirectly in
with the firm.
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.
Branding a Cause Marketing Program
Self-branded: Create Own Cause Program
Co-branded: Link to Existing Cause
Jointly branded: Link to Existing Cause
Social Marketing Campaigns
Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
How will we stay on course?
Necessary Skills for Implementing
Identification of company level
The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?
Types of Marketing Control
Annual plan control
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,
a plan of action to improve
the company’s marketing performance.
Characteristics of Marketing Audits
(See Table 22.5)