Holistic marketing

• It is a concept based on the development,

design, and implementation of marketing
process and activities that recognize their
breadth and interdependencies.

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Trends in Marketing Practices

• Outsourcing • Globalizing
• Benchmarking • Flattening
• Supplier partnering • Focusing
• Customer partnering • Accelerating
• Merging • Empowering
personnel

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Organizing the Marketing Department

• Functional
• Geographical
• product
• market
• corporate/division

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Organizing the marketing development
• Functional – functional specialist reporting to marketing
vice president.
• Geographical – A company selling on national market
often organizes its sales force on geographic lines.
• Product – product management organization for specific
products.
• Market – Many companies selling their product in different
markets like consumer, business , government.
• Corporate/ divisional – Multimarket companies often
convert larger product or market group into separate
divisions.

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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
• Gather continuous intelligence on product
performance, customer attitudes
• Initiate product improvements

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The Product Manager’s Interactions

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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

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Corporate Social Responsibility

Socially
responsible
Behavior

Ethical behavior

Legal behavior

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Top-Rated Companies for
Social Responsibility

• Johnson & Johnson • IBM

• Coca-Cola • McDonald’s
• Wal-Mart • 3M
• Anheuser-Busch • UPS
• Hewlett-Packard • FedEx
• Walt Disney • Target
• Microsoft • Home Depot

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Cause-Related Marketing

Marketing that links the firm’s contributions

to a designated cause to customers
engaging directly or indirectly in
revenue-producing transactions
with the firm.

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Corporate Social Marketing

Marketing efforts that have at least

one non-economic objective related
to the social welfare and uses the
resources of the company
and/or its partners.

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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

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Social Marketing Campaigns

Cognitive Action

Behavioral Value

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Social Marketing Planning Process

Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

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Necessary Skills for Implementing
Marketing Programs

• Identification of company level

• Implementation skills

• Evaluation skills

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The Control Process

What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

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Types of Marketing Control

Annual plan control

Profitability control
Efficiency control
Strategic control

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Characteristics of Marketing Audit

• Comprehensive
• Systematic
• Independent
• Periodic

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