Marketing and the organisation

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

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Marketing and the organisation

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	Erstellt von james.bowditch vor mehr als 11 Jahre