chapter seven weaving marketing into the fabric
TRANSCRIPT
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 1/15
7-1
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 2/15
Copyright © 2006 The McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin
Chapter Seven
Weaving Marketing into
the Fabric of the Firm
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 3/15
7-3
COMPONENTS OFMARKET ORIENTATION
1. Establish a corporate culture where everyemployee values their customers
2. Listening to the voice of the customer throughout the entire company
3. Developing superior skills to understand andsatisfy customers
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 4/15
7-4
LINKING CUSTOMER NEEDSTO COMPANY CAPABILITIES
CUSTOMER NEEDS LINKS COMPANYCAPABILITIES
Inputs by customersthrough sales, service,
information seeking
Spanning activitiesthat provide
decision-makinginformation
Defined by allorganization functions
OBJECTIVE: TO ALIGN EACH PARTNER’S GOALS
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 5/15
7-5
EXTERNAL EMPHASIS INTERNAL EMPHASIS
Outside-in
Process
Inside-Out
Process
Spanning Process
• Market Sensing
• Customer
Linking
• Channel
Bonding
•Technology
Monitoring
• Customer Order Fulfillment
• Pricing
• Purchasing
• Customer Service Delivery
• New Product / Service
Development
• Strategy Development
• Financial Management
• Cost Control
• TechnologyDevelopment
• Integrated Logistics
• Manufacturing/Trans-
formation Process• Human Resources
Management
• Environmental Safety
Health and Safety
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 6/15
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 7/157-7
USING INFORMATION AS A SPAN
• Marketing
• CustomerLinking
• ChannelBonding
• Manufacturing
Transformation
• FinancialManagement
• IntegratedLogistics
OUTSIDE-IN PROCESSOutside-in Process
Inside-Out Process
Cost Estimation
and Pricing
Billing
and
Payment
Order
Scheduling
Order Entry
And
Prioritization
Order
Generation
Order
Planning
Postal
Service Order
Fulfillment
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 8/15
7-8
INTERNAL CORPORATE PARTNERS
PURCHASING
MARKETINGMANUFACTURING AND
ENGINEERING
(R&D)
FINANCE
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 9/15
7-9
ENCOURAGING INTEGRATION INMARKETING OPERATIONS
DEVELOP AND ARTICULATE STRATEGIC DECISIONSTHAT WILL BE IMPLEMENTED
PURSUE PERSONNEL STABILITY TO ENHANCE LONGTERM RAPPORT
LEVEL THE BUDGET AND COMPENSATION PLAYING
FIELD THAT SUPPORTS MARKETING EFFORTS
ESTABLISH CLEAR AND FORMALIZEDCOMMUNICATION / ORGANIZATION STRUCTURES
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 10/15
7-10
TYPICAL MARKETINGORGANIZATION STRUCTURE
MARKETING DIRECTOR
SALES PRODUCT
DEVELOPMENT MARCOMMMARKETING
RESEARCH
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 11/15
7-11
CUSTOMER FOCUSED TEAM STRUCTURE
Customer
Sales
Account
Manager Manufacturing
Shipping
Finance
FinanceRep
Purchasing
Agent
Purchasing
Engineering
Rep
Engineering
Mfg. Rep
Shipping
Rep
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 12/15
7-12
HOW BUSINESS TO BUSINESSMARKETERS LEARN:
THE THREE-STEP PROCESS1
INFORMATIONACQUISITION
2INFORMATION
DISSEMINATION
3SHARED
INTERPRETATION
Marketing Research
Sales and Service Feedback Environmental Scanning
Competitive Intelligence
Accounting Systems
Information Systems
Experiments
Benchmarking
Joint Venture
Lead Customers
Organizational Memory
To:
Marketing ManagementSenior Management
Manufacturing
Engineering and R&D
Finance
Through:
BrainstormingPlanning
Other Processes
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 13/15
7-13
CREATING NEW KNOWLEDGE:THE TOOLS
• COGNITIVE MAPPING• Finding links of cause and effect through exploring beliefs and
assumptions
• EXPERIMENTS
• Research that tests cognitive maps
• LEARNING LABORATORIES
• A physical environment set aside for learning through experiments,
simulations, models and role playing
• LEARNING FROM OTHERS• Getting knowledge from partners, consultants, seminars, and
competitors.
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 14/15
7-14
COGNITIVE MAPS—MAP 1
Example: Kinko’s
Observation Observation Observation
Kinko’s storescompete with
each other
when located
in the same
city becauseof free
delivery
service
+ =
Have fewer stores in a cityMorecompetitors
means less
business per
store
8/14/2019 Chapter Seven Weaving Marketing Into the Fabric
http://slidepdf.com/reader/full/chapter-seven-weaving-marketing-into-the-fabric 15/15
7-15
TWO COGNITIVE MAPS—MAP 2
Advertising
drives
awareness
Assumption Observation Conclusion 2
Each store
has
signage or
advertising
More
storesmean more
awareness
Higher
awarenessmeans more
business
Have more
stores in acity
Observation Observation
=