Lectures Marketing management: Chapter 22 - ThS. Nguyễn Tiến Dũng

CHAPTER 22
MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
Nguyen Tien Dung, MBA
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Chapter Questions
● What are important trends in marketing practices?
● What are the keys to effective internal marketing?
● How can companies be responsible social

marketers?
● How can a company improve its marketing skills?
● What tools are available to help companies
monitor and improve their marketing activities?

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Main Contents
1. Trends in Marketing Practices
2. Organizing the Marketing Deparment
3. Socially Responsible Marketing
4. Marketing Implementation and Control

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1. Trends in Marketing Practices

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2. Internal Marketing
● Organizing the Marketing Department
● Customer-Focused Organization

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Organizing the Marketing Department
● Functional Organization
● Geographic Organization
● Product- or Brand-Management Organization
● Market-Management Organization
● Matrix-Management Organization

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Functional Organization

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Product/Brand Manager Structure

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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

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Building a Creative Marketing Organization
● Developing a company-wide passion for customers
● Organizing around customer segments instead of

products
● Understanding customers through qualitative and
quantitative research

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How Can CEOs Create a
Marketing-Focused Company?
● Convince senior management of the need to

become customer focused
● Appoint a senior marketing officer and marketing
task force
● Get outside guidance
● Change the company’s reward measurement and
system

● Hire strong marketing talent

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How Can CEOs Create a
Marketing-Focused Company?
● Develop strong in-house marketing training

programs
● Install a modern marketing planning system
● Establish an annual marketing excellence
recognition program
● Shift from a department focus to a processoutcome focus
● Empower the employees

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3. Socially Responsible Marketing
● Legal behavior
● Ethical behavior
● Social responsibility behavior

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Corporate Social Responsibility
● Socially responsible behavior
● Ethical behavior
● Legal behavior

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Top-Rated Companies for
Social Responsibility
● Microsoft

● Sony

● Johnson & Johnson

● Toyota

● 3M

● Procter & Gamble

● Google

● Amazon.com

● Coca-Cola

● Whole Foods

● General Mills

● Walt Disney

● UPS

● Honda Motor
● Fed Ex

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What is Cause-Related Marketing?
Cause-related marketing is marketing that
links the firm’s contributions to a designated
cause to customers engaging directly or
indirectly in revenue-producing transactions
with the firm.

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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
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Possible Objectives for
Social Marketing Campaigns
● Cognitive
● Action
● Behavioral
● Value

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Key Success Factors for
Social Marketing Programs
● Study the literature and previous campaigns
● Chose target markets that are ready to respond
● Promote a single, doable behavior in clear, simple

terms
● Explain the benefits in compelling terms
● Make it easy to adopt the behavior
● Develop attention-grabbing messages
● Consider an education-entertainment approach

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Social Marketing Planning Process
● Where are we?
● Where do we want to go?
● How will we get there?
● How will we stay on course?

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4. Marketing Implementation and Control
● What do we want to

achieve?
● What is happening?
● Why is it happening?
● What should we do

about it?

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Types of Marketing Control
● Annual plan control
● Profitability control
● Efficiency control
● Strategic control

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