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