chapter 22 villafuerte
DESCRIPTION
10 Important Concepts of Marketing Management by Kotler (Chapter 22)TRANSCRIPT
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10 Important Concepts:
Managing A Holistic Marketing Organization for
the Long Run
Conrad Josef Q. Villafuerte
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Outline1. Internal Marketing2.Functional
Organization3. Geographic
Organization4. Product / Brand
Management Organization
5. Creative Marketing Organization
6. Firms of Endearment7. Corporate Social
Responsibility8. Sustainability9. Cause-Related
Marketing10. Social Marketing
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Internal Marketing
Buying into concepts and goals of marketing
Concept 1
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Internal Marketing
Kotler
Local
Medical
Concept 1
Make It Happen
Tambuli Award Winner
Seminars and Programs
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Marketing Department Organization
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Functional Organization Most common form
Functional specialists reporting to marketing Vice President
Concept 2
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Functional Organization
Kotler
Local
Medical
Concept 2
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Geographical Organization National market
companies
Sales force organized along geographic lines
Concept 3
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Geographical Organization
Kotler
Concept 4
East
West
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Geographical Organization
Concept 4
Local
Medical
North
South
One Philippine Silver Corporation
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Product / Brand Management Organization Appropriate for companies producing multiple products/services
Concept 4
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Kotler
Local
Medical
Product / Brand Management Organization
Concept 4
Medical/Teaching EquipmentDairy Products
Pharmaceuticals
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Concepts: Organizations Built for the Long Run
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Creative Marketing Organizations Company-wide
passion for customers
Organized around customer segments
Understands customers through research
Concept 5
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Creative Marketing Organizations
Kotler
Local
Medical
Concept 5
Patient-CenteredCEO Visits
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Firms of Endearment Culture of caring
Serve the interests of their stakeholders
SPICE◦ Society, Partners,
Investors, Customers, Employees
Concept 6
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Firms of EndearmentConcept 6
Kotler
Passion and Purpose
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Firms of Endearment
Local
Taking Care of Employees
Medical
Concept 6
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Corporate Social Responsibility
Legal Behavior
Ethical Behavior
Social Responsibility Behavior
Concept 7
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Corporate Social Responsibility
Kotler Local
Concept 7
Charitable Foundations
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Medical
Makati Medical Center
Corporate Social Responsibility
Concept 7
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Sustainability More than being eco-
friendly
In it for the long haul
Concept 8
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Sustainability
Kotler
Local
Medical
Concept 8
Mission-Vision-Objectives
Incorporate CSR
AAA Grade - Innovest
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Cause-Related Marketing Links the firm’s
contributions to a cause
Corporate social Marketing◦Efforts with at least
one noneconomic objective
Concept 9
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Cause-Related Marketing
Kotler
Local
Medical
Concept 9
Health and Wellness
Fitness - Kids
Computers for Schools
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Social Marketing Furthering causes by nonprofit or government organizations
Concept 10
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Social Marketing
Kotler
Local
Medical
Concept 10
Honduras – Oral Rehydration Infectious Disease
Yosi Kadiri
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Outline1. Internal Marketing2.Functional
Organization3. Geographic
Organization4. Product / Brand
Management Organization
5. Creative Marketing Organization
6. Firms of Endearment7. Corporate Social
Responsibility8. Sustainability9. Cause-Related
Marketing10. Social Marketing
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A marketing organization built for the long-run◦ holistic◦ sustainable◦ stakeholder-oriented
My Conclusion
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The End. Thank You!