What are the important

trends in marketing

practices?

By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur

Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run

OfMarketing Management: A South Asian

PerspectiveBy Kotler, Keller, Koshy and Jha

Consumers have become more

DISCRIMINATING.

This results is increase in

Competition.

As the general awareness about environmental degradation improves…

Marketers have to act more responsibly.

Consumers have now adopted the ideology of…

LESS

is

MORE

Companies can’t win by standing still.

Balsara Hygiene

Failure by these firms recently…

And the success of these firms…

Show that consumers want firms to invest in

improving their offerings by finding new ideas.

Marketers must work closely with…

Marketers must work closely with…

Product Development

R&D

Sales Force

Finance

Manufacturing

Logistics

To satisfy the customers fully and to establish a value creation mind set in the organization.

Some important shifts in

marketing and business practices

are…

Reengineering

Appointing teams to customer value building processes and break down walls between

departments.

Buying more goods and services from outside domestic

or foreign vendors.

ReengineeringOutsourcing

Studying “best practice companies” to improve

performance.

ReengineeringOutsourcing

Benchmarking

Partnering with fewer but better value adding suppliers.

ReengineeringOutsourcing

Benchmarking

SupplierPartnering

Working more closely with customers to add value to their

operations.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

Partnering

Acquiring or merging with firms in the same or

complementary industries to gain economies of scale and

scope.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Increasing efforts to “think global” and “act local”.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Reducing the number of organizational levels to get

closer to the customer.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing

Determining the most profitable businesses and

customers and focusing on them.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying

Becoming more accountable by measuring, analysing and documenting the effects of

marketing actions.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying Accelerating

Designing the organization and setting up processes to respond more quickly to

changes in the environment.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying Accelerating

Empowering

Encouraging and empowering personnel to produce more

ideas and take more initiative.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying Accelerating

EmpoweringBroadening

Factoring the interests of customers, employees, shareholders, and other

stakeholders into the activities of the enterprise.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying Accelerating

EmpoweringBroadeningMonitoring

Tracking what is said online and studying customers, competitors, to improve

business practice.

ReengineeringOutsourcing

Benchmarking

SupplierPartneringCustomer

PartneringMerging

Globalizing

Flattening

Focusing Justifying Accelerating

EmpoweringBroadeningMonitoring

Thank You!

CreditsPictures Sourced from:

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Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha