国际营销（英文）国际营销 (35).pdf

《国际营销（英文）国际营销 (35).pdf》由会员分享，可在线阅读，更多相关《国际营销（英文）国际营销 (35).pdf（15页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、Managing a Holistic Marketing Organization for the Long RunChapter 1701What are important trends in marketing practices?Learning Objectives02What are the keys to effective internal marketing?03How can companies be socially responsible marketers?04What tools are available to help companies monitor an

2、d improve their marketing activities?05What do marketers need to do to succeed in the future?ReengineeringOutsourcingBenchmarkingSupplier partneringCustomer partneringMergingGlobalizingFlatteningTrends in Marketing PracticesFocusingJustifyingAcceleratingEmpoweringBroadeningMonitoringUncovering Inter

3、nal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in identifying,providing,and communicating customer valueInternal MarketingOrganizing the Marketing Department Functional organization Geographic organization Product-or brand-management or

4、ganization Market-management Organization Matrix-management OrganizationFunctional OrganizationFigure 17.1hub-and-spoke systemFigure 17.2Brand/Product Manager Tasks Develop long-range/competitive strategy Prepare marketing plan/sales forecast Work with agencies Increase support among sales force Gat

5、her intelligence Initiate product improvementsProduct-Management organization disadvantagesManagers may lack authority to carry out responsibilitiesManagers rarely achieve functional expertiseThe system often proves costlyManagers normally manage brand for a short timeMarket fragmentation makes it h

6、arder to develop national strategyManagers focus company away from customer relationshipsProduct-/Brand-Management OrganizationProduct-/Brand-Management Organization Product teams Brand-asset management team(BAMT)Eliminate product manager positions for minor products Category management Market-cente

7、red organizations Customer-management organizationMarket-Management Organization输 入 您 的 标 题A Creative Marketing Organization Shift to customer-focus Appoint marketing officer&taskforce Get outside help Change reward system Hire marketing talent Develop in-house marketing training Install marketing p

8、lanning system Establish annual recognition program Shift to a process-outcome focus Empower employeesSocially Responsible MarketingFigure 17.4Corporate Social Responsibility Legal behavior Ethical behavior Social responsibility behavior&socially responsible business models Sustainability&greenwashingCorporate Social Responsibility