04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Marketing ManagementMBA CP 205

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Learning Objectives:

• Know what are the important trends in marketing practices.• Know what are the keys to effective internal marketing. • Know how companies can be responsible social marketers.• Know how a company can improve its marketing implementation skills.• Know what tools are available to help companies monitor and improve their marketing activities.

Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Trends in Marketing Practices

• Reengineering• Outsourcing• Benchmarking• Supplier partnering• Customer partnering• Merging

• Globalizing• Flattening• Focusing• Accelerating• Empowering

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Organizing the Marketing department

• Functionally• Geographically• By product• By brand• By market• Matrix• By corporate/division

Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

• 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.

Tasks Performed by Brand Managers

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

The Product Managers’ interactions

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

• To promote a culture of customer orientation.

• 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 customers.

Role of Marketing at the Corporate Level

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Marketing that links the firm’s contributionsto a designated cause to customers

engaging directly or indirectly inrevenue-producing transactions

with the firm.

Cause Related Marketing

Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Marketing efforts that have at leastone non-economic objective relatedto the social welfare and uses the

resources of the company and/or its partners.

Corporate Social Marketing

Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Social Marketing Campaigns

Cognitive

Value

Action

Behavioral

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Social Marketing Planning Process

Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Necessary skills for Implementing Marketing Programs

Diagnostic skills

Identification of company level

Implementation skills

Evaluation skills

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

The Control Process

What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

Types of Marketing Control

Annual plan control

Profitability control

Efficiency control

Strategic control

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Comprehensive, systematic, independentperiodic examination of a company’s

or business unit’s marketingenvironment, objectives, strategies, and

activities with a view to determiningproblem areas and opportunities,

and recommendinga plan of action to improve

the company’s marketing performance.

Marketing Audit

Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Managing a Holistic Marketing Organization

04/10/23 13:00 Prof. U.M. Amin, CMS, JMI University, New Delhi

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Recap:

• What are the important trends in marketing practices.• What are the keys to effective internal marketing. • How companies can be responsible social marketers.• How a company can improve its marketing implementation skills.• What tools are available to help companies monitor and improve their marketing activities.

Managing a Holistic Marketing Organization