Top 10 Concepts
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Transcript of Top 10 Concepts
Top 10 Concepts
Managing A Holistic Marketing Organization for the Long Run
Miguel S. VeaDec. 1, 2009
Outline: Modern marketing departments are evolving because:
1. Role of Marketing is changing
2. Everyone must now be involved
3. Can be arranged in different ways
4. “Think customer”
5. Companies are transforming
Outline: Modern marketing departments are evolving because:
6. Must be matched with high level CSR
7. Cause-related Marketing is in
8. Implement properly
9. Monitor and control
10. holistic, not departmental
The role of Marketing is changing
• From middleman….
• To integrator of all customer-facing processes
Everyone must be involved
Everyone in the organization must
• Buy into concepts and goals• Engage in choosing,
providing, communicating customer value
• ALL employees create, serve, satisfy
Modern Marketing departments can be arranged in different
ways• Functionally
• Geographically
• By product
• By market
• Matrix
The need for all to “think customer”
• Strong cooperation with other departments
• Balanced orientation in determining customer’s best interest
Companies are transforming…
• ….into market-driven companies
• Developing passion for customers
• Understanding customers via research
Effective marketing must be matched with CSR
• A strong sense of ethics, values, and social responsibility
• A more active and strategic role with CSR
• Most admired companies serve people’s interests
Linking contributions to a designated cause
• Improves social welfare• Improves brand positioning• Strengthens consumer
bond• Enhance public image• Boost internal morale• Drive sales• Increase market value
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Implement properly
• Strategy is useless if not implemented properly
• Great not for what it is but what it does!
• The who, where, when, and how of marketing activities
Monitor and control
• To know if planned results are being achieved
• Making money
• Efficient spending
• Opportunities being pursued
Holistic. NOT departmental
• A larger influence = main architects of strategy
• Continuously create new ideas; treat customers differently but appropriately
• Modern Marketing will continue to evolve and confront new challenges
NOT
Summary
1. Marketing is an integrator
2. Whole company must be involved
3. Organized in different ways
4. Cooperation from all departments
5. From product to market – driven
Summary
6. CSR complements effective marketing
7. Contribution to a cause = boost in sales
8. Implement properly
9. Monitor and control
10.Holistic