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  • Chap 22

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    bridget2011
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    The marketing department's relationship to Other Departments Building a Customer-Focused Culture Improving Marketing Implementation The Marketing Audit. The Control Process Goal setting What do we want to achieve? Performance measurement Performance diagnosis Corrective action What should we do about it?

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    The marketing department's relationship to Other Departments Building a Customer-Focused Culture Improving Marketing Implementation The Marketing Audit. The Control Process Goal setting What do we want to achieve? Performance measurement Performance diagnosis Corrective action What should we do about it?

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPT, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    14 visualizações16 páginas

    Chap 22

    Enviado por

    bridget2011
    The marketing department's relationship to Other Departments Building a Customer-Focused Culture Improving Marketing Implementation The Marketing Audit. The Control Process Goal setting What do we want to achieve? Performance measurement Performance diagnosis Corrective action What should we do about it?

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPT, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 16

    Objectives

    Company Organization Trends The Marketing & Sales Organization The Marketing Departments Relation to Other Departments Building a Customer-Focused Culture Improving Marketing Implementation The Marketing Audit

    2000 Prentice Hall

    (a) Stage 1: Simple Sales Department


    President

    Sales VP

    Sales force
    2000 Prentice Hall

    Other marketing functions (hired from outside)

    (a) Stage 2: Sales Department w/ Ancillary Marketing Functions


    President Sales VP

    Sales force

    Marketing Director Other marketing functions (internal staff and external support)

    2000 Prentice Hall

    (a) Stage 3: Separate Marketing Department


    President

    Sales VP

    Sales VP

    Sales force
    2000 Prentice Hall

    Other marketing functions

    (a) Stage 4 and 5: Modern/Effective Marketing Company


    President
    Executive VP of Marketing & Sales

    Sales VP Sales force


    2000 Prentice Hall

    Sales VP

    Other marketing functions

    (a) Stage 6: Process & Outcome Based Company


    Cross-disciplinary team with process leader

    Marketing department Marketing personnel


    2000 Prentice Hall

    Organizing the Marketing Department


    Functional Organization Geographic Organization Product- or Brand-Management Organization

    2000 Prentice Hall

    Manufacturing and distribution R&D

    Advertising agency

    Media

    Promotion services
    Product Managers Interactions

    Legal

    Packaging
    Purchasing Publicity

    Fiscal Market research


    2000 Prentice Hall

    Sales force

    Three Types of Product Teams


    (a) Vertical product team PM APM PA R

    (b) Triangular product team

    (c) Horizontal product team PM

    PM C

    R C S D F E

    PM = product manager APM = associate product manager PA = product assistant R = market researcher C = communication specialist

    S = sales manager D = distribution specialist F = finance/accounting specialist E = engineer

    2000 Prentice Hall

    Product/Market-Management Matrix Systems


    Market Managers
    Mens wear Womens Home wear furnishings Industrial markets

    Product Managers

    Rayon Acetate Nylon Orlon Dacron

    2000 Prentice Hall

    The Control Process


    Goal setting What do we want to achieve?
    Performance measurement Performance diagnosis

    Corrective action What should we do about it?

    What is happening?

    Why is it happening?

    2000 Prentice Hall

    The Control-Chart Model


    Advertising expense/Sales ratio 14 12 10 8 6 | | | | | | | | | | | | | | |
    1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

    Upper control limit Desired level Lower control limit

    Time period

    2000 Prentice Hall

    Efficiency Control
    Sales Force Efficiency Advertising Efficiency Sales Promotion Efficiency Distribution Efficiency

    2000 Prentice Hall

    The Marketing Audit


    I. Marketing Environment Audit II. Marketing Strategy Audit III. Marketing Organization Audit IV. Marketing Systems Audit V. Marketing Productivity Audit VI. Marketing Function Audit
    2000 Prentice Hall

    Review
    Company Organization Trends The Marketing & Sales Organization The Marketing Departments Relation to Other Departments Building a Customer-Focused Culture Improving Marketing Implementation The Marketing Audit

    2000 Prentice Hall

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