Kotler22_basic_Marketing management课件.ppt

MARKETING MANAGEMENT12th edition 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 implementation skills? What tools are available to help companies monitor and improve their marketing activities? Trends in Marketing Practices Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging Globalizing Flattening Focusing Accelerating Empowering Organizing the Marketing Department Functionally Geographically By product By brand By market Matrix By corporate/division 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. Role of Marketing at the Corporate Level 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 Corporate Social Responsibility Legal behavior Ethical behavior Socially responsible behavior Top-Rated Companies for Social Responsibility Johnson Johnson Coca-Cola Wal-Mart Anheuser-Busch Hewlett-Packard Walt Disney Microsoft IBM McDonald’s 3M UPS FedEx Target Home Depot Cause-Related Marketing Corporate Social Marketing 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 Social Marketing Campaigns Cognitive Action Behavioral Value Social Marketing Planning Process Where are we? Where do we want to go? How will we get there? How will we stay on course? Ne