Download What is a Marketing Audit?

21
Managing a Holistic
Marketing Organization
for the
Long Run
Chapter Questions
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What are the 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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-2
Trends in Marketing Practices
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Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
Merging
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Globalizing
Flattening
Focusing
Accelerating
Empowering
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-3
Internal Marketing
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R&D
Purchasing
Manufacturing
Marketing
Sales
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Logistics
Accounting
Finance
Public Relations
Other CustomerContact Personnel
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-4
Organizing the
Marketing Department
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Functional Organization
Geographic Organization
Product- or Brand-Management Organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-5
Figure 21.1 Functional
Organization
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the United States edition of Marketing Management, 14e.
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Geographic Organization
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The national sales manager may supervise
regional sales managers, who each supervise
a few zonal/branch managers, supported by
sales officers, sales supervisors, and sales
persons.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-7
Figure 21.2 The ProductManagement Organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-8
Corporate Social Responsibility
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Socially responsible behavior
Ethical behavior
Legal behavior
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-9
Cause-Related Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-10
Cause-Marketing Benefits
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Build brand awareness
Enhance brand image
Establish brand credibility
Evoke brand feelings
Create a sense of brand
community
Elicit brand engagement
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-11
Social Marketing Planning Process
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Where are we?
Where do we want to
go?
How will we get there?
How will we stay on
course?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-12
Figure 21.4 The Control Process
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-13
Types of Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-14
Approaches to Annual Plan Control
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Sales analysis
Market share analysis
Sales-to-expense ratios
Financial analysis
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-15
Approaches to
Profitability Control
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Product
Territory
Customer
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Segment
Trade channel
Order size
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-16
Efficiency Control Approaches
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Sales force
Advertising
Sales promotion
Distribution
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-17
Strategic Control Approaches
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Marketing effectiveness rating instrument
Marketing audit
Marketing excellence review
Company ethical and social responsibility
review
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-18
What is a Marketing Audit?
A marketing audit is a 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, and recommending a plan of
action to improve the company’s marketing
performance.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-19
Characteristics of
Marketing Audits
Comprehensive
Systematic
Independent
Periodic
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-20
For Review
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What are the 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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
21-21