Zusammenfassung der Ressource
Marketing and the organisation
- Integrated marketing
- Level 1
- Level 2
- Marketing must
embrace the other
departments
- They must all think about the customer
- All functions working together
- Co-ordinated from the customer viewpoint
- Internal Marketing
- Organisation Design
- Turning the
organisational chart
on its head by putting
the customers at the
top and senior
management at the
bottom
- A frame work for organsational design
Anlagen:
- Lynch- better performing companies are more likely to
- Have a marketing department
- Have marketing represented at board level
- More likely to adopt a marketing based structure
- the marketing department working closely with other functions
- Planning Orientation
- Benefits
- Effective Communication
- Improves the co-ordination of activities of each department
- Motivates
- Showcases what is required from each member of the organisation
- Leads to better decision making
- Clearly defined goals and objectives
- Favourable attitude towards change
- As there will be contingency plans
- Enables standards of performance
- All departments can be tracked to ensure they are working towards objectives
- Factors Effecting
- Top management is not committed to planning
- Small scale operations that cannot support planning
- Using the wrong measures for success
- Planning becomes a mindless ritual rather than an opportunity for forward thinking
- Senior staff battle with lower level staff for strategic input
- Staff essential to strategy development withhold information
- Results of the strategy outcome are altered in order to justify a particular position
- The marketing department are not included in the planning process
- Setting and achievement of common and realistic goals
- Once an organisation has set their
goals they need to be communicated to
all staff and systems and processes put
in place to ensure they are on track to
being acheived
- Defining the corporate mission
- What is our business?
- Who is the customer?
- What is the value to the customer?
- What will our business be?
- What should our business be?
- A well worked mission statement provides...
- Purpose
- Direction
- Opportunity
- Establishing and assigning resource to SBU's
- Boston Consultancy Group Model
- Stars, ???, cashcows, dogs
- General Electric Model
- Establishing common information and control systems
- Monthly/weekly meetings
- IT systems
- Dashboards
- Share results of marketing campaigns
- Establishing clear company policy
- Branding
- Needs to be controlled and consistent
- Virgin
- Tesco
- Products
- Production
- Marketing must be involved in the development of new products
- Customer Comms
- Consistent
- Frequency
- who owns customer data?
- Marketing as an internal service
provider
- Identifying customers needs and requirements
- Communicate customers expectations properly to product designers
- Make sure customers orders are fulfilled correctly and on time
- Check customers have received proper training on the product
- Stay in touch with customers after the sale
- Gather ideas for product and service improvement
- Convey them to the appropraite department
- Contributions of marketing to the development of business strategy
- No other department will be able to provide all the essential information on customers