CH22Managing-a-Holistic-Marketing-Organization(市场营

MARKETINGMANAGEMENT12theditionKotlerKeller22ManagingaHolisticMarketingOrganization22-2ChapterQuestionsWhatareimportanttrendsinmarketingpractices?Whatarethekeystoeffectiveinternalmarketing?Howcancompaniesberesponsiblesocialmarketers?Howcanacompanyimproveitsmarketingimplementationskills?Whattoolsareavailabletohelpcompaniesmonitorandimprovetheirmarketingactivities?22-3TrendsinMarketingPracticesReengineeringOutsourcingBenchmarkingSupplierpartneringCustomerpartneringMergingGlobalizingFlatteningFocusingAcceleratingEmpowering22-4OrganizingtheMarketingDepartmentFunctionallyGeographicallyByproductBybrandBymarketMatrixBycorporate/division22-5TasksPerformedbyBrandManagersDeveloplong-rangeandcompetitivestrategyforeachproduct.Prepareannualmarketingplanandsalesforecast.Workwithadvertisingandmerchandisingagenciestodevelopcampaigns.Increasesupportoftheproductamongchannelmembers.Gathercontinuousintelligenceonproductperformance,customerattitudes.Initiateproductimprovements.22-6RoleofMarketingattheCorporateLevelTopromoteacultureofcustomerorientationTobeanadvocateforthecustomerToassessmarketattractivenessTodevelopfirm’soverallvalueproposition,thevision,andarticulationofhowitproposestodeliversuperiorvaluetocustomers22-7CorporateSocialResponsibilityLegalbehaviorEthicalbehaviorSociallyresponsiblebehavior22-8Top-RatedCompaniesforSocialResponsibilityJohnson&JohnsonCoca-ColaWal-MartAnheuser-BuschHewlett-PackardWaltDisneyMicrosoftIBMMcDonald’s3MUPSFedExTargetHomeDepot22-9Cause-RelatedMarketingMarketingthatlinksthefirm’scontributionstoadesignatedcausetocustomersengagingdirectlyorindirectlyinrevenue-producingtransactionswiththefirm.22-10CorporateSocialMarketingMarketingeffortsthathaveatleastonenon-economicobjectiverelatedtothesocialwelfareandusestheresourcesofthecompanyand/oritspartners.22-11BrandingaCauseMarketingProgramSelf-branded:CreateOwnCauseProgramCo-branded:LinktoExistingCauseProgramJointlybranded:LinktoExistingCauseProgram22-12SocialMarketingCampaignsCognitiveActionBehavioralValue22-13SocialMarketingPlanningProcessWherearewe?Wheredowewanttogo?Howwillwegetthere?Howwillwestayoncourse?22-14NecessarySkillsforImplementingMarketingProgramsDiagnosticskillsIdentificationofcompanylevelImplementationskillsEvaluationskills22-15TheControlProcessWhatdowewanttoachieve?Whatishappening?Whyisithappening?Whatshouldwedoaboutit?22-16TypesofMarketingControlAnnualplancontrolProfitabilitycontrolEfficiencycontrolStrategiccontrol22-17MarketingAuditComprehensive,systematic,independentperiodicexaminationofacompany’sorbusinessunit’smarketingenvironment,objectives,strategies,andactivitieswithaviewtodeterminingproblemareasandopportunities,andrecommendingaplanofactiontoimprovethecompany’smarketingperformance.22-18CharacteristicsofMarketingAudits(SeeTable22.5)ComprehensiveSystematicIndependentPeriodic